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Programme

Business Strategy in the Agrifood Company

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CONCEPTS
KEY
1
GROWTH AND INTERNATIONALISATION STRATEGIES IN THE AGRI-FOOD BUSINESS
2
PRODUCT STRATEGY
3
CAPABILITIES AND VALUE-CREATING ACTIVITIES IN THE AGRI-FOOD SECTOR
Registration
Mode: Presencial
DESCRIPTION

The aim of this module is that the student acquires the necessary knowledge to plan a business strategy that will allow the agri-food company to achieve a greater competitive advantage in an increasingly globalised and specialised market that faces great challenges in the future.

To this end, students will be provided with all the theoretical and practical tools that will allow them to analyse the different strategic alternatives that can be adopted from a short, medium and long term perspective. 

Information

OBJECTIVES

  • Identify what the strategy consists of in concrete situations in the agri-food sector.

  • Recognise the main decisions that make up a company's strategy.

  • Apply heuristics for strategic decision making by companies.

  • Apply guidelines to draw up solutions, analyse their viability and effectiveness and indicate the most effective solution.

  • Propose solutions to a situation, establishing an appropriate action plan through the management of the knowledge acquired and the information available.

FACULTY

MÓDULES

GROWTH AND INTERNATIONALISATION STRATEGIES IN THE AGRI-FOOD BUSINESS

0. INTRODUCTION TO THE MAIN STRATEGIC DECISIONS AND APPLICATION TO THE AGRI-FOOD FIELD.


1. BUSINESS GROWTH IN THE AGRI-FOOD COMPANY

  • Definition of business growth
  • Type of business growth
  • Business growth strategies


2. INTERNATIONALISATION IN THE FOOD INDUSTRY

  • Concept of internationalisation
  • Risks and disadvantages of internationalisation
  • The internationalisation process
  • Strategic options for internationalisation
     
PRODUCT STRATEGY

1. THE AGRI-FOOD PRODUCT.

  • Features and characteristics of the agricultural product.
  • Agri-food product ranges
  • Setting up Reference Markets.
  • Market Segmentation Process.
  • Selection of Target Markets.
  • Food Market Product: Strategic Positioning.


2. PRODUCT FOOD MARKET STRATEGY AND MANAGEMENT.

  • Food Product Life Cycle.
  • Determining forces of the Life Cycle in Food Markets.
  • Introduction to the Creation and Innovation of Agri-Food Products.
  • Dissemination of Agri-Food Innovation.
  • Success Determinants of New Agri-Food Products.
  • Stages of New Products Development.
     
CAPABILITIES AND VALUE-CREATING ACTIVITIES IN THE AGRI-FOOD SECTOR

1. THE VALUE CHAIN

  • Definition of value chain
  • Value chain applications
  • Value chain activities
  • Types of value chain activities
  • Interrelations of the value chain
  • Simplified value chain in the agri-food sector


2. THE VALUE CHAIN AND COMPETITIVE ADVANTAGE IN THE AGRI-FOOD SECTOR

  • The concept of value
  • Value creation
  • The value chain as a source of competitive advantage
  • Competitiveness
  • Efficient management


3. VALUE-CREATING RESOURCES AND CAPABILITIES IN THE AGRI-FOOD SECTOR

  • Analysis of resources and capabilities to create value
  • The Resource and Capability Theory
  • The Resource and Capability-Based Strategy
  • Identification of resources
  • Classification of the Company's Resources
  • Capabilities
  • Organisational routes
  • Measuring intangible resources and capabilities
  • Intellectual capital models


4. STRATEGIC ASSESSMENT AND MANAGEMENT OF RESOURCES AND CAPABILITIES

  • Strategic assessment of resources and capabilities
  • Criteria for the strategic assessment of resources and capabilities
  • Resource and capability analysis tools
     
PROG-SM-BUSINESS-STRATEG-AGRIFOOD-
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