Mémoire de bachelor : Haute école de gestion de Genève, 2020 ; TDIBM 77.
On average, three farms disappear every day in Switzerland. Small-scaled farms are the most affected by this downturn (Conrad Widmer, 2019). However, larger farms (over 50 ha) have increased. The consequence of this trend is that larger farms represent now a bigger share in Switzerland farming market, at the expense of smaller farms. How can small farms survive in this fast changing and...
- Bibliography ......................................................................................................... 165
Appendix 1: Survey Questions ................................................................................. 174
Appendix 2: Survey Answers Question 20 .............................................................. 192
Appendix 3: Guide for interviews with consumers ................................................ 197
Appendix 4: Transcript of interview with consumer 1 ........................................... 201
Appendix 5: Transcript of interview with consumer 2 ........................................... 205
Appendix 6: Transcript of interview with consumer 3 ........................................... 209
Appendix 7: Guide for interviews with butchers .................................................... 212
Appendix 8: Transcript of interview with butcher 1 ............................................... 216
Appendix 9: Transcript of interview with butcher 2 ............................................... 219
Appendix 10: Guide for interview with restaurant .................................................. 222
Appendix 11: Transcript of interview with restaurant ............................................ 224
Appendix 12: Guide for interview with milk producer............................................ 226
Appendix 13: Transcript of interview with milk producer ..................................... 230
Appendix 14: Guide for interviews with retired farmer .......................................... 233
Appendix 15: Transcript of interview with retired farmer ...................................... 235
Explorative market research on a family farm business in Switzerland
Jenny WEBER
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List of Tables
Table 1 Digital Transformation Timeframes & Growth Rate .......................................... 52
Table 2 Survey Structure & Type of Questions .............................................................. 92
Table 3 Survey cleaning up Process .............................................................................. 93
Table 4 Summary Best Experience on a Farm ............................................................ 120
Table 5 Interviewees’ Profile Overview......................................................................... 127
Table 6 Interview Themes to be analyzed .................................................................... 128
Table 7 Consumers' Interview Results ......................................................................... 129
Table 8 Interviews Referencing .................................................................................... 134
Table 9 Supply's Interview Results ............................................................................... 135
List of Figures
Figure 1 Distribution of Farms by Size Class 2000,2017 & 2018 .................................. 16
Figure 2 Evolution of Meat Consumption per Inhabitant 2009-2018 ............................. 17
Figure 3 La Ferme du Château-Blanc's Domain ............................................................ 26
Figure 4 The cows on the Mountain La Dôle .................................................................. 31
Figure 5 The Cows that are being fed ............................................................................ 33
Figure 6 Use of Land....................................................................................................... 36
Figure 7 The Herd grazing in Springtime ........................................................................ 38
Figure 8 Natura Beef & SwissPrimGourmet Certification Labels ................................... 39
Figure 9 Map of La Ferme du Château-Blanc's Competitors ......................................... 40
Figure 10 Swiss Future Farm Site in Thurgau ................................................................ 55
Explorative market research on a family farm business in Switzerland
Jenny WEBER
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Figure 11 Differentiation Criteria for Family Farm .......................................................... 59
Figure 12 A Simple Model of the Marketing Process ..................................................... 62
Figure 13 A/B Testing Process ....................................................................................... 70
Figure 14 Gross Profit Margin per sector in the US ....................................................... 81
Figure 15 Gross Profit Margin & Net Profit Margin per sector in the US ....................... 83
Figure 16 Gender, Place of Residence, Age Range & Professional situation .............. 95
Figure 17 Meat Consumption ......................................................................................... 96
Figure 18 Beef Meat Consumption ................................................................................. 97
Figure 19 Beef Consumption Habits during COVID-19 ................................................. 98
Figure 20 Monthly Budget & Household Consumption .................................................. 99
Figure 21 Main Places of purchasing Beef .................................................................. 100
Figure 22 Online Beef Purchase .................................................................................. 101
Figure 23 Farmer or Producer's Place of purchase ..................................................... 102
Figure 24 Importance of Criteria when buying Beef..................................................... 105
Figure 25 Main Categories defining Beef Quality ........................................................ 107
Figure 26 Certification Labels ....................................................................................... 109
Figure 27 Beef Meat Cuts ............................................................................................. 109
Figure 28 Beef Advertising Communication Channels ................................................ 112
Figure 29 Recipe Advertising Channels ....................................................................... 116
Figure 30 Activities on the Farm ................................................................................... 118
Figure 31 Château-Blanc Awareness........................................................................... 121
Figure 32 How La Ferme du Château-Blanc was known ............................................ 122
Figure 33 Map of Interviews' Place .............................................................................. 124
Figure 34 La Ferme du Château-Blanc's New Business Model .................................. 157
Explorative market research on a family farm business in Switzerland
Jenny WEBER
ix
Abbreviations & Acronyms
AFF
Administration fédérale des finances
Agriscope
Swiss Confederation’s competence center for agricultural research
ARMS
Agricultural Resource Management Survey
ATS
Agence télégraphique Suisse
B2B
Business to business
BAE
Bureau of Agricultural Economics
BDTA
Banque de données du trafic des animaux
CIM
The Chartered Institute of Marketing
CRM
Customer Relationship Management
ESA
Agricultural Development Economics Division
FAO
Food and Agriculture Organization of the United Nations
GDP
Gross domestic product
HA
Hectare
IPCC
Intergovernmental Panel on Climate Change
KPI
Key Performance Indicator
OCDE
Organisation de coopération et de développement économiques
OFAG
Office fédéral de l’agriculture
OFCOM
Office fédéral de la communication
OFS
Office fédéral de la statistique
OMC
Organisation mondiale du commerce
PER
Prestations écologiques requises
Explorative market research on a family farm business in Switzerland
Jenny WEBER
x
Prométerre
Association that promotes the earth trades
PRS
Présence Suisse
ROI
Return on Investment
SAU
Surface Agricole Utile
SDG
Sustainable development goals
SEO
Search Engine Optimization
SPB
Surface de Promotion de la Biodiversité
SRPA
Sortie régulière en plein air
SST
Système de stabulation particulièrement respectueuse des animaux
UN
United Nations
USDA
United States Department of Agriculture
USP
Union Suisse des Paysans
Explorative market research on a family farm business in Switzerland
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1....
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Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 63.
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