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Y U RANCH: STRATEGY AND SUSTAINABILITY IN CATTLE RANCHING (A) OVERVIEW OF THE CASE:

Bryan Gilvesy who is the owner of the farm had always wanted to make the farm. Even thought he knew it would be a challenging, seven day a week occupation.Gilvesy and his wife, Cathy had founded their farm in an idyllic setting near the town of the Tillsonburg, Ontario in 1979.he had purchased the property just before embarking on an honors degree in business administration.Gilvest was hoping the degree would provide him the skills he needed to run his own business. the farm initially produced the tobacco but when the tobacco industry began to fail they began changing over their operations to accommodate cattle. By 2002 they were tobacco free and had 165 cattle. their longhorns were raised for beef, breeding and showing. As of 2002 the breeding business comprised roughly half of their operation But with the passage of time Gilvesy has observed some problems regarding the cattle farming.

Following are the problems that Gilvesy has observed..


Beef farming had become tougher in recent years. Profit margins were failing. Many small farms were losing money. Productivity was paramount. Rising inputs costs and tighter regulations were making beef farming increasingly untenable. These are the problems that Gilvesy had observed in the cattle farming. To solve these problems Gilvesy had to make some business strategy in order to overcome from these problems. This case series has three main teaching objectives: 1) Strategic DecisionMaking: To demonstrate that strategic changes often result from the accumulation of seemingly small decisions. 2) Sustainable Business Models: To explore sustainable business models that offer a counterpoint to the industry's dominant business model. 3) Resilience.

IMPLICATIONS:
A local intervet/Schering plough representative Jack Thomson show him a product that might be interested for the Gilvesy.A product called RALGRO its implanted in the ear to gain the weight of the beef.Gilvesy thought that it will be beneficial for him he thought that an increase in weight means the more money comes in his pocket.Ralgro might be able to help keep him ahead of his costs and improve his margin. if Gilvesy implanted this product in animals ear it will be beneficial for him because it increase in the weight gain. for this the productivity will be higher and profit margin will be increase in the cattle farming. Supply chain should be better functioned in the cattle farming business properly. Gilvesy should make the decision that will profitable for his business. if he implanted ralgro in animals ear it will increase the weight gain of the animal and if the animals are strong enough it will create profit for the Gilvesy and he can sell the beef at profitable rate. He should make the grain diet that will be helpful to increase the efficiency in weight gain and translated into well marbled meat. Most live cattle and beef produced in Canada were sold within Canada and this is the fourth largest exporter of beef with exports of cdn $ 4.1 billion. If Gilvesy export his products to other countries it will create the competitive advantage for him. Following are the benefits that if Gilvesy will implement in his business he should make better implications on his business model.

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