Research on the Supply Chain Management of Poultry Industry from the Perspective of Value Co-creation-A Case Study of Chicken Farmer Y

Abstract

The Taiwan's poultry industry value chain of incubation breeding slaughtering and processing is complete and the cooperative fostering model has also been developed in the chicken farming Many large-scale poultry companies have developed one-stop production mode through their own incubating equipments feed mills and processing plants Through the consistent production process the case company can not only effectively control the quality of the final product but also improve the price fluctuation caused by the imbalance between production and sales "Value co-creation" originally means that the business must create value with consumers From the perspective of strategic management the stakeholders involved in business operations should be also regarded as value co-creators and the value is created together from interested parties such as suppliers partners distributors community groups government agencies schools individuals etc The object of this case study is the farmer Y and its supply chain partners in Taiwan's poultry industry Through the value co-creation perspective we analyze the value co-creation model of all stakeholders involved in the production supply chain draw a clearer industrial supply chain system and finally propose the value co-creation strategy of the poultry industry The case company takes the planned production and actively participates in the breeders’ production process requiring the breeders to farm chicken according to its standard operating procedures and provides the breeders with immediate market information to stabilize the market price sales volume and to accumulate the tacit understanding of long-term cooperation and thus can enhance the supply chain efficiency Operational efficiency In addition the case company adopts a strict distribution control strategy and supply chain information system to maintain the stable supply quality and price advantages of the wholesalers This can not only protect the feeders in the mean time but influence the downstream food processing industry to create greater supply chain benefits The farmer Y company actively maintains the interests and needs of the members in the supply chain system and coordinates the requirements for quality quantity and delivery between supply chain partners to keep a stable cycle of procurement

Date of Award	2019
Original language	English
Supervisor	Shih-Chieh Fang (Supervisor)