Abstract
The aim of this research project was to attempt capturing the value system under which a proposed farmers' market should endeavour to create and deliver toward achieving the desired values of Invercargill respondents.
This objective constituted a design brief sponsored by, and carried out on behalf of Vibrant Invercargill. The design brief specified the goal of generating an accurate analytical account measuring community support for the proposed farmers' market. Additionally, the research was also commissioned with the view to define the desired market flavour, and attributes, and various other characteristics with a view to maximise the successful establishment potential, given previously failed attempts to organise a similar type of market in the recent past.
The value chain (Porter, 1985) is introduced as a comprehensive and logical theoretical tool toward framing and analysing the unique business problem. The value chain analysis complimented the data collection method used to survey 1000 Invercargill residents and facilitated an strategic appreciation that the conclusions provided.
The findings identify various produce and service requirements demanded by Invercargill residents, and establishes that the strategic channel position of the farmers' market is well suited to deliver the value identified to respondents It was also established that the success of farmers' market initiatives are not associated with the geographic area, climate, nor population size of the town in which the market appears. Success lies in the ability to identify values that are importance to individuals, and aligning a suitable strategy that enables value to be created by supply chain participants for end users.