Target:

The Department of Food Technology at Fulda University of Applied Sciences has developed a new form of tempeh. The product from Asia, which is unknown in Germany, has so far been produced and sold in Europe mainly in the Netherlands and Belgium. The conventional tempeh is based on soy. The team led by Prof. Dr.-Ing. Burkhard Ahlert has developed tempeh based on rapeseed. In contrast to soy, rapeseed is a native plant and is inoculated with molds for production and then processed using a fermenter.
Therefore, Prof. Dr. Weissenberger-Eibl, holder of the Chair of Innovation and TechnologyManagement at the University, and Prof. Dr.-Ing. Ahlert, Dean of the University of Applied Sciences Fulda, decided to jointly conduct a market study on tempeh in Germany as part of a joint project to analyze the market potential of this product innovation. The aim of this study was to segment the future market of Germany. Within the framework of the Tempeh market study, the political-legal, the cultural, the economic, the geographical, the social and the technological environmental conditions were analyzed. In the course of this, the market and the potential product variants as well as the stakeholder groups customers, suppliers, employees, competitors and other stakeholders were examined.

Procedure:

The collaborative project was divided into the three phases of macro-analysis, micro-analysis and synthesis. The macro-analysis focused on the analysis of the overall market. The micro-analysis dealt with market segmentation and the competitive analysis of submarkets. The analysis of opportunities and risks, synergies between markets as well as customer specifications were the subject of the synthesis.

Duration:

The "Tempeh market study" was successfully carried out in the period between 05/2005 and 12/2005.