VALUE CHAIN MAPPING

2017

Department of Agriculture
Philippine Rural Development Project
IPLAN Mindanao Cluster
 VALUE CHAIN

Global
Enabling Retailers
Full range of Environment
activities that are National
required to bring a Retailers
product or service Sector specific Exporters
providers Wholesalers
from its conception
to its end use,
including all the Cross-cutting Processors
market channels providers
available to all Producers x
Producers
firms Financial (cross
cutting)
Input Suppliers
USES OF A VALUE CHAIN MAP

 Provides a basic overview of

the value chain to guide the
conduct of the RMA and VCA

 Identifies the position and

participation of target groups
in the value chain

 Provides a better
understanding of how the
market system is organized
and the relationships
between players
VALUE CHAIN MAP AS A FLOW CHART

Simple value
chain mapping or
flow chart ---
recommended as
starting point and
when doing the
mapping with
industry players

Incrementally, fill
up the map as you
gather more
information

Sample Map
MAPPING OF SELECTED KEY CHAINS

Source: Greenpeace/ A Deadly Trade-

Off, Feb 2016

It is also good to map out the chains of lead firms in the industry to
help understand how the industry is organized and identify whom
you should target for interviews and the mix of players for the KIIs
and FGSDs.
Helps in identification of entry points for data gathering.
Initial Mapping Report
VALUE CHAIN MAP FORMAT (FOR REPORT)
DIFFERENT MARKET CHANNELS …

Same product … same location

But there can be different channels
And each channel can look
different
VC MAPS MAY DIFFER
FOR DIFFERENT PRODUCT FORMATS
MAPPING HIGHLIGHTING DIFFERENT
MARKET SEGMENTS
Key Takeaways:

 Only the small producers

are able to penetrate the
urban market/
supermarkets through
distributors
 Micro producers are only
able to sell to roadside
stalls/ neighbors
 All producers serve
markets within their
locality.
STEPS IN CONSTRUCTING A VALUE
CHAIN MAP
1. Collect data from secondary source, KII, and FGDs .
2. Identify core functions and players in the chain as well as providers and their
services. Use function – actor worksheet to organize key information about who
is doing what in the chain. Refine/revise worksheet as you get new info.
FUNCTIONS PLAYERS/ACTORS PROVIDER/
Seed Farmer Cooperative/ Processor Etc. SERVICES
Producers Association
Product Processing Tomatoes Market Institutional buyers (PH)
Seed 3 1 BPI/NFC/EW –
production R & D/ Training
Farming 2000 1 ATI/Processors
– training
Landbank -
credit
Assembly 2 LGU – Org. Dev

Manufacturing 3 SGS -
Certification
Etc. Note: An actor may perform several functions
STEPS IN CONSTRUCTING A VALUE
CHAIN MAP
3. List down names of key enterprises. Add/delete names of key enterprises as you
gather more info.

FUNCTIONS PLAYERS/ACTORS PROVIDER/

Seed Farmer Association Processor Etc. SERVICES
Producers
Product Processing Tomatoes Market Institutional buyers
(PH)
Seed
production
Etc.

Key Enterprises Seed XYZ coop XYZ coop NFC

Growers members RAM
Asso. ??? ISTTP
NFC ???
East
West
STEPS IN CONSTRUCTING VALUE CHAIN
MAP
4. Draw the initial map --- flow chart format.
• List end markets across the top of the map
• List functions on the left side of the map
• List service providers on the right side of the map
• Fill in players according to functions and markets presented as
block forms. If actors are involved in more than one function or
market, extend the block to reach relevant function or market. If
functions are not consecutive in the chain, the skipped function
may be presented with dotted lines.
• Draw the linkages between actors with arrows in the direction of
the product flow.
5. Add data overlays (number of producers, price, etc.) and modify
map as you gather more info/validate info. Use the flow chart to
organize key data
6. Prepare the map as per PRDP format at the end of data gathering.
WORKSHOP: INITIAL MAPPING

1. Prepare a function/actor worksheet of selected commodity ---

based on stock knowledge and info that you currently have.

2. At the bottom of the worksheet, list down key enterprises

3. Draw the map/flow chart.

4. Add data overlays based on info and data you know and have
5. Write down key interpretation/conclusion.

6. Write down key data gaps for basic value chain map.

7. Assign a reporter.