De Heus Voeders is one of the largest independent animal nutrition producing companies in the world with over 35 factories in 9 different countries across the globe. Currently De Heus is in the top 5 largest animal feed producers in Vietnam and already has a strong regional presence: products are being exported from Vietnam to Laos, Cambodia, the Philippines and Myanmar. However, De Heus had been absent in the Indonesian animal nutrition market.
De Heus had very limited knowledge on the Indonesian animal nutrition industry and therefore requested Sefa Research Project to perform a market entry study on feed for aquaculture; an animal nutrition sub-market considered to be of high potential by De Heus.
What we did
The 4 person project team first conducted quantitative research on market size and growth of different fish species while being based in The Netherlands. Based on the outcomes, the team and De Heus decided to focus on a core group of 4 high potential species. Then the team did research on which specific locations in Indonesia were the top fish farming places, and decided to visit five of them. In Indonesia, the team conducted surveys at the different locations with important stakeholders to construct a comprehensive market analysis.
Mr. Johan van den Ban (in 2014 Business Development Manager at De Heus Vietnam, now Managing Director at De Heus Myanmar) says: “The Sefa Research Project team has strong analytical skills and the ability to outline a potential market relatively fast. The slide deck report was very professional and well- structured and has been of added value to our entry to Indonesia. Furthermore, the team showed good teamwork and communication skills”.