Scenarios for the Portuguese dairy sector and their strategic implications for the industry. applying Porter´s five forces and the tows matrix on the scenarios -happy consumers, fighting producers" and "dairy paradise"

Abstract

This study aims at providing strategic guidance for the future of the Portuguese dairy industry covering a time horizon of ten years. Therefore, four scenarios are developed following the Intuitive Logics School. By closely involving industry key stakeholders through semi-structured interviews, a survey, and a workshop, robust scenarios and corresponding strategic implications are derived. The individual part of this field lab analyses the strategic implications of the last two scenarios, where the perception of animal products is positive, applying Porter’s Five Forces and the TOWS matrix to evaluate each scenario. Finally, monitoring indicators are developed and strategic recommendations outlined.