Veal Fine CO2 Reduction
Plan
Business case 3
,Veal Fine CO2 Reduction Plan
Business Case 3
,Preface
Before you lies the dissertation ‘’Veal Fine CO2 Reduction Plan’’, the basis of the ecological footprint
that was counselled for Veal Fine. It has been written to fulfil the graduation requirements of the
International Business Studies at the Saxion University of Applied Sciences. Individuals involved were
engaged in researching and writing this dissertation from August (2021) to January 2022.
The project was undertaken at the request of Veal Fine. The research question was formulated at
request of the company and lecturers, Mrs. M. van Nuil and Mr. M. Slootweg. The research has been
conducted with the use of extensive investigation. It has been adjusted to take into account the
changes that have occurred over the recent years in the meat (consumption) market.
We could not have achieved the current level of success and explicit recommendations without any
support. Thank are due our business case coach Marleen van Nuil and lecturer Marcel Slootweg for
providing us with information and weekly feedback. Secondly, we want to thank Mark van Roekel,
communication manager at Veal Fine, for giving us this business case and trusting us with the
company’s confidential information. Lastly, we would like to thank the group members for
motivating each other throughout the project and applying critical thinking to this business case.
, Table of Contents
Preface...................................................................................................................................................2
List of Figures and Tables........................................................................................................................5
Management Summary..........................................................................................................................1
Explanation of Terms..............................................................................................................................2
1. Introduction........................................................................................................................................3
2. Theoretical framework.......................................................................................................................4
2.1 Framework of CO2 calculation Veal Fine......................................................................................4
2.2 GHG emissions livestock...............................................................................................................5
2.3 GHG emissions transport..............................................................................................................6
2.4 GHG emissions utilities.................................................................................................................6
3. Methodology......................................................................................................................................7
4. Internal analysis..................................................................................................................................9
4.1 Mission, vision and strategic goals................................................................................................9
4.2 Company structure......................................................................................................................9
4.3 Internal stakeholders..................................................................................................................10
4.4 Customer analysis.......................................................................................................................11
4.4.1 Customer persona and buying process................................................................................11
4.5 Market share..............................................................................................................................13
4.6 Cost structure............................................................................................................................13
4.7 Supply chain................................................................................................................................14
5. External analysis...............................................................................................................................15
5.1 (Veal) meat consumption market...............................................................................................15
5.2 External stakeholders.................................................................................................................16
5.3 Benchmarking the competitive environment.............................................................................17
5.3.1 Competitor analysis.............................................................................................................18
6. SWOT analysis..................................................................................................................................20
Plan
Business case 3
,Veal Fine CO2 Reduction Plan
Business Case 3
,Preface
Before you lies the dissertation ‘’Veal Fine CO2 Reduction Plan’’, the basis of the ecological footprint
that was counselled for Veal Fine. It has been written to fulfil the graduation requirements of the
International Business Studies at the Saxion University of Applied Sciences. Individuals involved were
engaged in researching and writing this dissertation from August (2021) to January 2022.
The project was undertaken at the request of Veal Fine. The research question was formulated at
request of the company and lecturers, Mrs. M. van Nuil and Mr. M. Slootweg. The research has been
conducted with the use of extensive investigation. It has been adjusted to take into account the
changes that have occurred over the recent years in the meat (consumption) market.
We could not have achieved the current level of success and explicit recommendations without any
support. Thank are due our business case coach Marleen van Nuil and lecturer Marcel Slootweg for
providing us with information and weekly feedback. Secondly, we want to thank Mark van Roekel,
communication manager at Veal Fine, for giving us this business case and trusting us with the
company’s confidential information. Lastly, we would like to thank the group members for
motivating each other throughout the project and applying critical thinking to this business case.
, Table of Contents
Preface...................................................................................................................................................2
List of Figures and Tables........................................................................................................................5
Management Summary..........................................................................................................................1
Explanation of Terms..............................................................................................................................2
1. Introduction........................................................................................................................................3
2. Theoretical framework.......................................................................................................................4
2.1 Framework of CO2 calculation Veal Fine......................................................................................4
2.2 GHG emissions livestock...............................................................................................................5
2.3 GHG emissions transport..............................................................................................................6
2.4 GHG emissions utilities.................................................................................................................6
3. Methodology......................................................................................................................................7
4. Internal analysis..................................................................................................................................9
4.1 Mission, vision and strategic goals................................................................................................9
4.2 Company structure......................................................................................................................9
4.3 Internal stakeholders..................................................................................................................10
4.4 Customer analysis.......................................................................................................................11
4.4.1 Customer persona and buying process................................................................................11
4.5 Market share..............................................................................................................................13
4.6 Cost structure............................................................................................................................13
4.7 Supply chain................................................................................................................................14
5. External analysis...............................................................................................................................15
5.1 (Veal) meat consumption market...............................................................................................15
5.2 External stakeholders.................................................................................................................16
5.3 Benchmarking the competitive environment.............................................................................17
5.3.1 Competitor analysis.............................................................................................................18
6. SWOT analysis..................................................................................................................................20
