ASEAN high value add red meat opportunities

Technical report


Woodhead, Alice, Zhang, Shane, Burey, Polly, Earl, Greg and Miller, Karen. 2018. ASEAN high value add red meat opportunities. North Sydney, Australia. Meat & Livestock Australia.
Title

ASEAN high value add red meat opportunities

Report TypeTechnical report
AuthorsWoodhead, Alice (Author), Zhang, Shane (Author), Burey, Polly (Author), Earl, Greg (Author) and Miller, Karen (Author)
Institution of OriginUniversity of Southern Queensland
Number of Pages123
Year2018
PublisherMeat & Livestock Australia
Place of PublicationNorth Sydney, Australia
Web Address (URL)https://www.google.com.au/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&ved=2ahUKEwjgi5ad35TgAhXGEHIKHZpUBzAQFjABegQICRAC&url=https%3A%2F%2Fwww.mla.com.au%2Fdownload%2Ffinalreports%3FitemId%3D3680&usg=AOvVaw3Owc7ROzztsMSE6w7UG3TJ
Abstract

EXECUTIVE SUMMARY:
MLA contracted the University of Southern Queensland to undertake foundation insights research relevant to the ASEAN markets to identify high-value growth opportunities that provide competitive advantage for Australian red meat value chains beyond the next 3-5 years. This research is part of the Round 1 Rural R&D for Profit (V.RDP.1000) suite of work.

ASEAN is a regional grouping of ten South East Asian countries that promotes economic, political and security co-operation across the ten member countries: Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. Approximately 8.8% of the world’s population reside in the ten member ASEAN inter-governmental regional block of countries. The ASEAN region is currently the sixth largest global economy and is likely to improve this position as the GDP of each country grows.

This research provides insights into the challenges and opportunities of adding value to red meat food products and services. The challenges can be defined as four interrelated components of rural development and trade between Australia and ASEAN countries:

1. Developing new products and services including food processing facilities near logistics hubs (airports, trains and roads);
2. Co-ordinating the development of food storage, transport logistics, and food service sector; and
3. Developing skills and expertise in value adding, food processing, exporting and distribution.
4. Understanding ASEAN consumers and emerging trends in food consumption.

In order to understand this complex environment, we have combined a systems analysis and design thinking approach. The finding of ASEAN high value add red meat products has been divided into four chapters. Each chapter focuses on important economic, social and trade issues in the red meat value chain.

In undertaking the detailed analysis, the outcome is more than developing high-value add red meat products. We aim to build shared knowledge about how the Australian red meat industry can expand the development of food products and services including food distribution infrastructure, technology and business partnerships across ASEAN countries.

KeywordsASEAN markets; high-value growth opportunities; red meat; Australian
ANZSRC Field of Research 2020350999. Transportation, logistics and supply chains not elsewhere classified
359999. Other commerce, management, tourism and services not elsewhere classified
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Byline AffiliationsAustralian Centre for Sustainable Business and Development
School of Agricultural, Computational and Environmental Sciences
Australia-ASEAN Council
School of Management and Enterprise
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Zhang, Yahua. 2015. "International arrivals to Australia: determinants and the role of air transport policy." Journal of Air Transport Management. 44-45 (May-June), pp. 21-24. https://doi.org/10.1016/j.jairtraman.2015.02.004
The effects of affective and utilitarian brand relationships on brand consideration
Leung, Lai Cheung, Bougoure, Ursula S. and Miller, Karen W.. 2014. "The effects of affective and utilitarian brand relationships on brand consideration." Journal of Brand Management. 21 (6), pp. 469-484. https://doi.org/10.1057/bm.2014.15
Understanding travel motivations of Chinese tourists visiting Cairns, Australia
Zhang, Yahua and Peng, Yiqian. 2014. "Understanding travel motivations of Chinese tourists visiting Cairns, Australia." Journal of Hospitality and Tourism Management. 21, pp. 44-53. https://doi.org/10.1016/j.jhtm.2014.07.001
Air transport policy and its impacts on passenger traffic and tourist flows
Zhang, Yahua and Findlay, Christopher. 2014. "Air transport policy and its impacts on passenger traffic and tourist flows." Journal of Air Transport Management. 34, pp. 42-48. https://doi.org/10.1016/j.jairtraman.2013.07.010
Low cost carriers in China and its contribution to passenger traffic flow
Zhang, Yahua and Lu, Zhen. 2013. "Low cost carriers in China and its contribution to passenger traffic flow." Journal of China Tourism Research. 9 (2), pp. 207-217. https://doi.org/10.1080/19388160.2013.781972
Hedonic customer responses to fast fashion and replicas
Miller, Karen. 2013. "Hedonic customer responses to fast fashion and replicas." Journal of Fashion Marketing and Management. 17 (2), pp. 160-174. https://doi.org/10.1108/JFMM-10-2011-0072
Using social marketing initiatives to address disconnection in the Lockyer Valley Region
Miller, Karen and Pedersen, Cec. 2012. "Using social marketing initiatives to address disconnection in the Lockyer Valley Region." 2012 International Social Marketing Conference. Brisbane, Australia 27 - 29 Jun 2012 Nathan, Brisbane, Australia.
Starting small and going global: lessons that brand storytelling can teach SMEs.
Miller, Karen. 2012. "Starting small and going global: lessons that brand storytelling can teach SMEs." 4th Global Conference on SME, Entrepreneurship and Service Innovation. Gold Coast, Australia 12 - 13 Jul 2012 Brisbane, Australia.
Community engagement and building connectivity in the Lockyer Valley region
Miller, Karen and Pedersen, Cec. 2012. "Community engagement and building connectivity in the Lockyer Valley region." 2012 Regional Development: Connectedness, Business and Learning: Creating Sustainable Communities Workshop. Brisbane, Australia 20 Jun 2012 Toowoomba, Australia.
Rethinking market orientation through learning practices
Murray, Peter A., Gray, David M., Carter, Leanne and Miller, Karen W.. 2012. "Rethinking market orientation through learning practices." International Journal of Organisational Behaviour. 17 (3), pp. 8-32.
Competition policy in China and its relevance to SMEs
Zhang, Yahua and Round, David K.. 2012. "Competition policy in China and its relevance to SMEs." Frontiers of Law in China. 7 (1), pp. 21-38. https://doi.org/10.3868/s050-001-012-0002-9
Are Chinese passengers willing to pay more for better air services?
Zhang, Yahua. 2012. "Are Chinese passengers willing to pay more for better air services?" Journal of Air Transport Management. 25, pp. 5-7. https://doi.org/10.1016/j.jairtraman.2012.02.003
Probing brand luxury: a multiple lens approach
Miller, Karen W. and Mills, Michael K.. 2012. "Probing brand luxury: a multiple lens approach." Journal of Brand Management. 20 (1), pp. 41-51. https://doi.org/10.1057/bm.2011.64
A retrospective analysis of the effects of airline mergers on China Eastern's 'lifeline' routes: a difference-in-differences approach
Zhang, Yahua. 2012. "A retrospective analysis of the effects of airline mergers on China Eastern's 'lifeline' routes: a difference-in-differences approach." Journal of the Asia Pacific Economy. 17 (3), pp. 464-475. https://doi.org/10.1080/13547860.2012.694701
Contributing clarity by examining brand luxury in the fashion market
Miller, Karen W. and Mills, Michael K.. 2012. "Contributing clarity by examining brand luxury in the fashion market." Journal of Business Research. 65 (10), pp. 1471-1479. https://doi.org/10.1016/j.jbusres.2011.10.013
What do Chinese passengers expect from domestic airlines?
Zhang, Yahua. 2011. "What do Chinese passengers expect from domestic airlines?" Middleton, Jason (ed.) ATRS 2011: 15th Annual Air Transport Research Society Conference. Sydney, Australia 29 Jun - 02 Jul 2011 Vancouver, BC. Canada.
Learning behaviour, market orientation and firm performance
Murray, Peter A. and Miller, Karen W.. 2011. "Learning behaviour, market orientation and firm performance." Building Business Communities: Justice, Performance and Change Creating a Sustainable Scholarly Community Colloquia (2011). Brisbane, Australia 09 Nov 2011 Toowoomba, Australia.
The impact of brand personality on brand-aroused feelings
Miller, Karen. 2008. "The impact of brand personality on brand-aroused feelings." Wilson, Marie (ed.) 22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008). Auckland, New Zealand 02 - 05 Dec 2008 Canning Bridge, Western Australia.
Does brand influence wine purchase?
Miller, Karen W. and Chadee, Doren. 2008. "Does brand influence wine purchase?" Wilson, Marie (ed.) 22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008). Auckland, New Zealand 02 - 05 Dec 2008 Canning Bridge, Western Australia.
The Shanghai Beijing 'Air Express' service model and its impact on the pricing behaviour of airlines
Zhang, Yahua. 2011. "The Shanghai Beijing 'Air Express' service model and its impact on the pricing behaviour of airlines." Asia Pacific Journal of Tourism Research. 16 (4), pp. 433-443. https://doi.org/10.1080/10941665.2011.588876
Price wars and price collusion in China's airline markets
Zhang, Yahua and Round, David K.. 2011. "Price wars and price collusion in China's airline markets." International Journal of Industrial Organization. 29 (4), pp. 361-372. https://doi.org/10.1016/j.ijindorg.2010.07.005
Quantifying the impacts of structural reforms on air traffic flows in APEC economies
Zhang, Yahua and Findlay, Christopher. 2011. Quantifying the impacts of structural reforms on air traffic flows in APEC economies. Singapore. APEC Policy Support Unit.
Personality and self-concept in relation to mobile phones: what does your phone say about you?
Miller, Karen W.. 2010. "Personality and self-concept in relation to mobile phones: what does your phone say about you?" Schiffman, Leon G., Bednall, David, O'Cass, Aron and Paladino, Angela (ed.) Consumer behaviour, 5th ed.. Frenchs Forest, Australia. Pearson Education Australia. pp. 596-598
Examining fashion brand luxury DNA
Miller, Karen W. and Mills, Michael K.. 2010. "Examining fashion brand luxury DNA." 2010 Global Marketing Conference: Marketing in a Turbulent Environment. Tokyo, Japan 09 - 11 Sep 2010 Seoul, Korea .
A better understanding of Rural Weekly readers
Miller, Karen. 2010. A better understanding of Rural Weekly readers. Unpublished.
Air transport liberalization
Zhang, Yahua and Findlay, Christopher. 2010. "Air transport liberalization." Ghani, Ejaz (ed.) The service revolution in South Asia. New York, NY. United States. Oxford University Press. pp. 347-380
Doing more with less: toward a parsimonious approach to examining brand luxury
Miller, Karen W. and Mills, Michael K.. 2010. "Doing more with less: toward a parsimonious approach to examining brand luxury." Ballantine, Paul and Finsterwalder, Jörg (ed.) ANZMAC 2010: Doing More With Less. Christchurch, New Zealand 29 Nov - 01 Dec 2010 Christchurch, New Zealand.
Strategies to minimise the impact of challenging times on training: final report
Wiesner, Retha, Millett, Bruce and Zhang, Yahua. 2009. Strategies to minimise the impact of challenging times on training: final report. Brisbane, Australia. Construction Skills Queensland.
Marketing research: an integrated approach: solving business problems: the value of marketing research
Wilson, Alan, Johns, Raechel, Miller, Karen W. and Pentecost, Robin. 2010. Marketing research: an integrated approach: solving business problems: the value of marketing research. Frenchs Forest, NSW. Pearson Education Australia.
Building brand value: consumer assessment of value
O'Cass, Aron and Miller, Karen. 2006. "Building brand value: consumer assessment of value." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
Developing positive consumer attitudes: examining attitudes towards mobile phone brands
Miller, Karen and O'Cass, Aron. 2006. "Developing positive consumer attitudes: examining attitudes towards mobile phone brands." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
How market research can help grow your business
Chadee, Doren and Miller, Karen. 2008. "How market research can help grow your business ." Wine Business Magazine.
The relevance and irrelevance of the brand for small and medium wine enterprises
Miller, Karen and Chadee, Doren. 2008. "The relevance and irrelevance of the brand for small and medium wine enterprises." Small Enterprise Research. 16 (2), pp. 32-44.
Airline consolidation and its market power implication on China Eastern's business routes: a simple difference-in-differences analysis
Zhang, Yahua. 2008. "Airline consolidation and its market power implication on China Eastern's business routes: a simple difference-in-differences analysis." Sun, Sizhong, Liu, Hongbo and Zhou, Zhangyue (ed.) 20th Annual Conference of The Association for Chinese Economic Studies Australia (ACESA): 30 Years of Economic Reforms in China: Retrospect and Outlook. Townsville, Australia 10 - 11 Jul 2008 Townsville, Australia.
China's airline deregulation since 1997 and the driving forces behind the 2002 airline consolidations
Zhang, Yahua and Round, David K.. 2008. "China's airline deregulation since 1997 and the driving forces behind the 2002 airline consolidations." Journal of Air Transport Management. 14 (3), pp. 130-142. https://doi.org/10.1016/j.jairtraman.2008.03.001
The effects of China's airline mergers on prices
Zhang, Yahua and Round, David K.. 2009. "The effects of China's airline mergers on prices." Journal of Air Transport Management. 15 (6), pp. 315-323. https://doi.org/10.1016/j.jairtraman.2009.04.005
Policy implications of the effects of concentration and multimarket contact in China's airline market
Zhang, Yahua and Round, David K.. 2009. "Policy implications of the effects of concentration and multimarket contact in China's airline market." Review of Industrial Organization. 34 (4), pp. 307-326. https://doi.org/10.1007/s11151-009-9215-2
Developing a presence in a mainstream market with a product perceived as offbeat
Miller, Karen, Brown, Les and Chadee, Doren. 2008. "Developing a presence in a mainstream market with a product perceived as offbeat." Spanjaard, Daniela, Denize, Sara and Sharma, Neeru (ed.) ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia 01 - 03 Dec 2008 Australia.
Confectionery Gels: A Review on Formulation, Rheological and Structural Aspects
Burey, P., Bhandari, B.R., Rutgers, R.P.G., Halley, P.J. and Torley, P.J.. 2009. "Confectionery Gels: A Review on Formulation, Rheological and Structural Aspects ." International Journal of Food Properties. 12 (1), pp. 176-210. https://doi.org/10.1080/10942910802223404
Growing your wine business: the value of market research
Chadee, Doren and Miller, Karen. 2008. "Growing your wine business: the value of market research ." 2008 Queensland Wine Business Conference. Toowoomba, Australia 29 Jul 2008
Investigating the idiosyncratic nature of brand value
Miller, Karen W.. 2007. "Investigating the idiosyncratic nature of brand value." Australasian Marketing Journal. 15 (2), pp. 81-96. https://doi.org/10.1016/S1441-3582(07)70045-9
Analysing brand status' impact on brand value
Miller, Karen. 2007. "Analysing brand status' impact on brand value." Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.
Examining the role brand fit plays in generation Y's propensity to purchase
Miller, Karen. 2007. "Examining the role brand fit plays in generation Y's propensity to purchase." Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.
Hydrocolloid Gel Particles: Formation, Characterization, and Application
Burey, P., Bhandari, B. R., Howes, T. and Gidley, M. J.. 2008. "Hydrocolloid Gel Particles: Formation, Characterization, and Application ." Critical Reviews in Food Science and Nutrition. 48 (5), pp. 361-377. https://doi.org/10.1080/10408390701347801