GMP+ International Strategies

GMP+ International Strategies

The MABA analysis resulted in an adjustment of our marketing strategy.

Build.

Countries with real potential in terms of numbers and presence of activities relating to the animal feed chain. However, these may be countries where strong competition is present, making it hard for GMP+ FSA to position itself in the market, or these may be countries where we need to communicate the message of GMP+ International and GMP+ FSA’s benefits, create brand awareness and focus our efforts through a regional approach.

Grow.

Countries with huge potential in terms of numbers and activities related to animal feed production. GMP+ International may or may not yet have positioned itself in the market. Domestic and or international competition is present but does not represent a major threat to GMP+ International. Market is knowledgeable and accepting of GMP+ FSA schemes. Individual country effort is needed to penetrate the market. Upsell, GMP+ FSA and value-added services to create full brand awareness.

Consolidate.

Countries with substantial number of GMP+ certified companies. Safety awareness is present and they appreciate the benefits of having GMP+ FSA (and GMP+ FRA) in their company/country. They are GMP+ ambassadors towards non- GMP+ certified companies, not only in their country but in other countries as well. Domestic and international competition may become a threat; therefore, GMP+ International needs to strengthen its retention programme.