Aerofarms Technological University Dublin CONSULTANCY MEET THE TEAM Dean Murphy Finance Graeme Phelan Operations Jane Maher Marketing SarahJane McGuigan Sales CHALLENGE STATEMENT To make Aerofarms profitable in the short term and
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Aerofarms Technological University Dublin CONSULTANCY<br>
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MEET THE TEAM Dean Murphy
Finance Graeme Phelan
Operations Jane Maher
Marketing SarahJane McGuigan
Sales<br>
03
CHALLENGE STATEMENT To make Aerofarms profitable in the short term and
sustainable in the long term.<br>
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ANALYSIS<br>
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Analysis Evaluation Recommendations Implementation PEST Key insight:
Market is very attractive but consumer and political challenges need addressing.<br>
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Analysis Evaluation Recommendations Implementation PORTERS VALUE CHAIN HR MARKETING & SALES OPERATIONS PROCUREMENT INBOUND LOGISTICS TECHNOLOGY DEVELOPMENT SERVICES FIRM INFRASTRUCTURE Level of Importance Strength Key Insight:
Use existing technology to grow in more areas, expand operations and increase awareness.<br>
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Analysis Evaluation Recommendations Implementation SWOT Strengths Weaknesses 1. Largest vertical farming company globally
2. Patented Technology
3. Data analytics & machine learning
4. Global market value $12.71 Bn by 2026 1. High initial cost
2. High energy consumption
3.US focused
4.Limitied variety Opportunities Threats 1. US/China trade war bring food security into focus
2. Technical capacity means company is highly adaptable
3.Fast production capacity means close to market 1. VC investment blocking legislation
2. Competitors - Gotham Green Focus
3.Public perception Key insight:
Aerofarms is highly innovative with patented technology and ability to be quick to market. BUT plants in suburban areas mean high costs.<br>
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Analysis Evaluation Recommendations Implementation SUMMARY OF ANALYSIS Where are we now? Where we want to be? What are we going to deliver? 1. Claimed to be profitable with historically good funding
2. Energy consumption is high and sustainability issues.
3. Highly innovation in terms of innovation and poised to take advantage of a changing political and environmentally sensitive landscape. Profitable and insulating from political funding concerns
Energy efficient and sustainable for the future.
Known as the worlds largest eco-friendly, vertical farming company. Sustained profits
Efficient business model
Consumer awareness of Aerofarms technical innovation and benefits of their product.<br>
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ISSUES<br>
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Issues Themed Issues Listed<br>
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High Low Low High Urgency Prioritization 1 2 3 4 Analysis Evaluation Recommendations Implementation ISSUES PRIORITIZED Issues Themed<br>
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EVALUATION OF ISSUES & OPTIONS<br>
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Analysis Evaluation Recommendations Implementation ISSUE ONE EVALUATION Address the current business model to achieve sustainability. Option 1 Diversify distribution model Option 2 Set up an entity outside of the US Option 3 Expand to hydroponic. Option 4 Open locations in suburban areas Long Term Short Term<br>
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Analysis Evaluation Recommendations Implementation ISSUE ONE EVALUATION 1= favorable 5 = unfavourable Address the current business model to achieve sustainability.<br>
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Analysis Evaluation Recommendations Implementation ISSUE TWO EVALUATION 1. = unfavorable 5 = favorable Address the consumers level of education on vertical farming. Option 1 Marketing Strategy – Social Media: to educate the public on the innovation in vertical farming Option 2 Partner with more companies such as Singapore airlines and Dell. Option 3 Lobby to address non-organic status.<br>
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RECOMMENDATIONS<br>
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Analysis Evaluation RECOMMENDATION ONE – Addressing business model for long term sustainability Recommendations Implementation<br>
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RECOMMENDATION ONE Addressing business model for long term sustainability<br>
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Analysis Evaluation RECOMMENDATION TWO Marketing Strategy – Social Media: to educate the public on the innovation in vertical farming. Recommendations Implementation<br>
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RECOMMENDATION TWO Marketing Strategy – Social Media: to educate the public on the innovation in vertical farming.<br>
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RECOMMENDATION TWO Marketing Strategy – Social Media: to educate the public on the innovation in vertical farming.<br>
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RISKS & CONTINGENCIES RECOMMENDATION ONE – Addressing business model for long term sustainability<br>
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RISKS & CONTINGENCIES RECOMMENDATION TWO
Marketing Strategy – Social Media: to educate the public on the innovation in vertical farming.<br>
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FINANCIALS Market share<br>
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FINANCIALS Financial Projections<br>
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FURTHER CONSIDERATIONS 1 Transform agriculture
2 Responsible farming
3 Indigenous food security goals
4 Resolve the food crisis globally. GOAL Rome wasn’t built in a day, but if this is goal,
we need to be more serious about our
“intent to experiment with other fruit & vegetables.” CURRENTLY Make a commitment!
Invested so heavily in tech now and commit to R&D in new product.
Become a market leader. WHAT YOU NEED TO DO<br>
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Thank you Technological University Dublin CONSULTANCY<br>
