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Technical Assistance Consultant's Report Mongolia: Agricultural

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Technical Assistance Consultant's Report Mongolia: Agricultural Technical Assistance Consultant’s Report Project Number: 39229 July 2013 Mongolia: Agricultural Marketing and Brand Development (Financed by the Japan Special Fund) Prepared by: Societe Francaise de Realisation D’Etudes et de Conseil (SOFRECO) France, in Association with MONCONSULT Ltd. (MC), Mongolia For : Ministry of Finance and the Ministry of Food, Agriculture, and Light Industry This consultant’s report does not necessarily reflect the views of ADB or the Government concerned, and ADB and the Government cannot be held liable for its contents. (For project preparatory technical assistance: All the views expressed herein may not be incorporated into the proposed project’s design. Mongolia Asian Development Bank Completion Report B1489 – July 2013 TA-7139 (Mon) Agricultural Marketing and Brand Development Completion Report Submission Date: July 2013 in association with Agricultural Marketing and Brand Development FINAL REPORT Table of Contents 1. Executive Summary ............................................................................................. 5 2. Project Information ...............................................................................................7 2.1 Project information ............................................................................................................................................. 7 2.2 Overview of the Project .................................................................................................................................... 7 3. Fund Utilisation .................................................................................................... 11 4. Input Provision and Outputs ............................................................................. 13 4.1 Inputs......................................................................................................................................................................... 13 4.1.1 Human resources as in Contract Variation 8 (July 2013) .......................................... 13 4.1.2 Training sessions ............................................................................................................................... 13 4.1.3 Matchmaking ........................................................................................................................................ 14 4.2 Outputs .................................................................................................................................................................... 14 4.2.1 Quality & brand development .................................................................................................... 14 4.2.2 Marketing - matchmaking ............................................................................................................ 15 4.2.3 Industry monitoring .......................................................................................................................... 16 4.2.4 Communication ................................................................................................................................... 16 5. Implementation Arrangements ........................................................................ 17 5.1 Institutional arrangements ............................................................................................................................ 17 5.2 Implementation arrangements ................................................................................................................... 17 5.2.1 The Consultant ..................................................................................................................................... 17 5.2.2 Project phasing and contract value ....................................................................................... 18 5.2.3 Variations at mid-term .................................................................................................................... 18 5.2.4 Variations during project implementation ......................................................................... 18 5.2.5 The Advisory Committee ............................................................................................................... 18 5.2.6 Reporting ................................................................................................................................................ 18 5.2.7 Formalising relations with the target enterprises.......................................................... 18 6. Project Implementation ..................................................................................... 19 6.1 Strategy adjustments and focusing on potentially eligible target sectors and enterprises ............................................................................................................................................................. 19 6.1.1 Project strategy ................................................................................................................................... 19 6.1.2 Sorting target sectors and enterprises ............................................................................... 20 6.2 Wool and cashmere sector ......................................................................................................................... 21 6.2.1 Sector Profile ........................................................................................................................................ 21 6.2.2 Profile of major stakeholders .................................................................................................... 24 6.2.3 Major policies .......................................................................................................................................27 6.2.4 Weaknesses and constraints .................................................................................................... 28 6.2.5 Strength and opportunities ........................................................................................................ 30 SOFRECO 1 Agricultural Marketing and Brand Development FINAL REPORT 6.2.6 Major project activities .................................................................................................................. 30 6.2.7 Major achievements ........................................................................................................................ 42 6.2.8 Lessons learned ................................................................................................................................ 42 6.2.9 Action plan ............................................................................................................................................ 43 6.3 Leather sector ..................................................................................................................................................... 47 6.3.1 Sector profile ....................................................................................................................................... 47 6.3.2 Major achievements ........................................................................................................................ 62 6.3.3 Lessons learned ................................................................................................................................ 62 6.3.4 Action plan ............................................................................................................................................ 63 6.4 Fibre and leather sectors assessment ................................................................................................ 64 6.4.1 Survey of the fibre sector (cashmere/yak/camel) ........................................................ 65 6.4.2 Survey of the leather and leather goods sector ........................................................... 69 6.5 Support to the seabuckthorn and food and beverages associations ............................ 70 6.6 Brand development .......................................................................................................................................... 71 6.6.1 Conceptual fundamentals ............................................................................................................ 71 6.6.2 Relevant brand development initiatives ............................................................................. 72 6.6.3 Profile of major stakeholders .................................................................................................... 73 6.6.4 Major project activities .................................................................................................................. 73 7. Conclusion ............................................................................................................ 91 7.1 Overview of outputs.......................................................................................................................................... 91 7.2 Current branding perspectives and constraints in Mongolia ................................................ 91 7.2.1 Business culture ................................................................................................................................. 91 7.2.2 Pricing and the currency perspective ................................................................................. 92 7.2.3 Mongolian fibre sector image at risk ................................................................................... 92 Annexes .......................................................................................................................
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