Page 43 - Atlas of Horticulture

In order to conduct the value chain analysis, the activities are split into

primary and support activities. Primary activities are those that are related with

production, while support activities are those that provide the background

necessary for the effectiveness, such as human resource management.

The primary and support activities form an interdependent system that is

connected by linkage. The first step in conducting the value chain analysis is to

break down the key activities according to the activities entailed in the framework.

The next step is to assess the potential for adding value, through the means of

differentiation. Finally, it is imperative for the analyst to determine strategies that

focus on activities that would enable to attain sustainable competitive advantage.

Value chain analysis, specifically in case of studying various horticulture

products of Jammu Division has specific relevance. The markets for most of the

crops being produced or targeted for production are distant domestic and export
markets. For a product of Jammu Division to be competitive, it is necessary to

achieve price parity in these markets. Value chain, in this regard helps in

identification of key strengths, weaknesses, comparative advantages or

disadvantages and analysing the efficiency of the entire value chain as well as in

finding solutions/interventions and identified challenges.

HORTICULTURE VALUE CHAIN ANALYSIS

Ÿ Inbound Ÿ Procurement
Logistics Ÿ Technology Added The difference
between the total
Primary Ÿ Operations Support Ÿ Development Value or value and the cost of
Human Resource
Activities Ÿ Outbond Activities performing the value
Logistics Management Prices
Ÿ Marketing and Ÿ Infrastructure activities
Sales

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