In this case study, a private equity firm engaged CPL Business Consultants to conduct a strategic market review for supplementary animal feeds. CPL conducted a comprehensive assessment of the client company’s product portfolio and assessed the potential in five key geographic markets. The analysis included market size & growth, competition, trends, customer fragmentation and white space opportunities. At the end of the project, CPL provided strategic recommendations on the most attractive markets and growth opportunities.
Background
The objective of this study was to assist a PE client in conducting a strategic market review for supplementary animal feeds to define growth options for a portfolio company. The company had a range of innovative complementary animal feed products offered through various market channels. There was no available published market data on these types of product forms. CPL was engaged to examine potential markets and opportunities for certain species and countries of interest.
The client had an innovative range of galenic forms of supplementary / complementary animal feed products (i.e. blends of feed products which are not sufficient for use alone as a daily rations). The Galenic formulations optimized the stability and absorption of these products, which were designed for ‘special situations’ – i.e. when extra nutritional support is required, e.g. in times of increased physiological stress. The company had recently made a bolt on acquisition to augment its product portfolio and the client wanted to review its market strategy and focus in light of this.
CPL’s Approach
Firstly CPL first reviewed the newly combined portfolio in detail, looking at complementarity and overlap in species, function and galenic form. Then CPL overviewed the EU market for complementary feed by galenic form, species and marketing channel.
CPL then reviewed each of the countries of interest in detail, looking at e.g.:
- Farm Demographics and Trends
- Potential Market Size, Growth and Trends for Specific Products
- Preferred Galenic Formats
- Competitive Landscape (Companies and Products)
~380 competing companies were profiled. The analysis included observations on key trends and industry shifts based on desk top research and contacts with 80 industry stakeholders, including farmers, vets, distributors and other experts.
Strategic Recommendations
Using this information CPL provided information and specific advice on the following:
- Prioritized Market Segments to be Addressed
- Outline of Go-to-Market Strategy for These Segments
- Best Strategies to Further Penetrate Prioritised Markets
As a result, CPL provided the client with a view on relative attractiveness and accessibility of several markets, as well as strategy recommendations regarding growth opportunities within the supplementary / complementary animal feeds market.
An outline of the report is shown below.
Strategy for Supplementary Feeds
Executive Summary
- Market summary
- Market attractiveness and accessibility
- Key Takeaways
- Use of supplementary feeds
- Channels
- Products by country
- Strategic Recommendations
Introduction to Supplementary Animal Feeds
- Supplementary feeds
- Portfolio
EU Overview of Supplementary Animal Feeds Market
- Market
- Species
- Channels
Review of Supplementary Animal Feeds by Country
- Reviews of 5 countries
- Overview
- Farms
- Markets
- Competitors
- Channels
- Opportunities
Additional Projects
In addition to this project on Strategy for Supplementary Feeds CPL has worked on a large number of Animal Feed and Pet Food Projects including Animal Feed Additives and Compound Animal Feed, Additives and Premix. Other strategy projects include e.g. Stabilizer and Texturizer Systems Strategy and Strategy Review for an Ingredients Company. Have a look at our PowerPoint Introduction and Brochure describing deliverables, differentiators and case studies. You can also review eight case studies.