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1) Problem: The cattle company is producing Beef specifically for the Premium Japanese Market. However, with the incidence of Mad Cow Disease in Japan, consumer confidence was almost non-existent and so orders plummeted. To offload that cattle on non-premium markets would not only lose money but also do nothing to get back the Japanese market.
Remedy: The company realised that each cow had a unique tracking number from birth to, um, despatch. So, they tlabeled each cut of meat on the packaging on the packaging enabling the consumer to go to a joint venture website [rob-beef.com] and check the origin and history of their steak by entering the tracking number.
The result is that consumer confidence is rising and so are orders/sales. Not yet back to the pre BSE days but getting there.
2) Opportunity: Most meat we buy is bulk processed into standard cuts and we, the consumer, take what we can get. But what if premium or specilaty vendors could specify how they wanted a particular carcase butchered to suit the need and requirements of their customers?
Action: Each morning quality carcases are selected and photographed, and those photos are emailed to the Japanese distrubtor who then passes them to its customers for bidding. Within a couple of hours the carcases are being cutom butchered and packed for clients thousands of kilometers away.
Of course there have been many other innovative uses of the net, from price comparison to where to get replacement parts to ...
So, how else can the net be used in business other than simply chasing the elusive sale?