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Position description format:
1. General Position information
Position title:
Regional Nutritionist- Swine, ANH China
Business
Group/Unit:
DNP
Service
Group/Unit:
ANH
2. Position in the organization
Reports to:
Direct reports:
Indirect reports:
Organization
Chart:
General Nutritionist - Swine, ANH China
None
None
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Title
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HRM Requirements,
Position description Format
1.2
Oct. 18th, 2013
3. Purpose of the position
Responsible for designing and promoting the swine premix and piglet feed to different
market/customer segments; providing trainings, on-site technical services to sales
team, distributors, farms, and other related parties; to ensure the ambitious goal of
premix business is achieved in ANH China.
4. Position context
DSM Nutritional Products is recognized as the leading company in global feed additive
industry, and has proven its capability to innovate and develop opportunities for new
and existing products. Strong drive for product innovation and the ability to reduce
costs, increase margins in feed and meat production, while reducing the environmental
impact of animal production under increasingly stringent environmental legislation.
China has the world’s largest animal husbandry and feed industry. China pork output is
the largest in the world, and the swine feed nearly shares half of the total feed
production in China.
In general, ANH China is serving two kinds of customers – feed mills and farms.
Dealing with feed mills is more about a B2B business that DSM/DNP are traditionally
good at globally with their vitamins and other feed additives. While, due to the
fragmented customer base and decision making process, dealing with farms is more
like a B2C business that ANH China is exploring the successful business model with its
premix.
Since both “B2B” and “B2C” business are important to ANH China, and the needs from
both markets are substantially different, the sales and marketing team of ANH China
has been restructured to better serve them.
The regional marketing team – premix will provide service to B2C business. Under it,
animal nutrition technical services will be provided according to the species. Swine is
the highly focused area since China is the largest swine farming country in the world,
and swine premix shares nearly half of the total premix in China.
5. Position content
a) Key areas of accountability/responsibility
1. Design and promote swine premix and piglet feed to satisfy the needs of
assigned segments/geographic areas of market and customers under the guide
of swine general nutritionist.
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2. Work together with Account Managers, Sales Managers to ensure agreed sales
targets are achieved. Ensure value selling to leverage product portfolios and
maximize DNP’s share of wallet and market position.
3. Conduct local application field trials to explore new selling points, and provide
persuasive evidences for product promotion. Make marketing tools, clear
product positioning & USPs for all products within the respective species.
4. Provide on-site swine nutrition technical support to assigned customers and
distributors, especially to the super large pig farms.
5. Provide customized training and education to assigned sales team, distributors,
agents and customers.
6. At the front end to investigate and solve customer complaints related to product
effectiveness and animal performance.
7. Execute the Super Large Swine Farm project, to penetrate premix into swine
farm with more than 10,000 sows, meanwhile build up firm relationship with
those integrated farms in early stage.
8. Continuously seek out new and better ideas, driving best practices and
benchmarking externally.
9. Attend trade Shows/Workshops to improve technical know-how in animal
nutrition field. Expand markets & DSM leadership through product marketing
campaigns. Strong networking with key customers and opinion makers.
10. Fully take SHE duties & responsibilities to ensure SHE requirements, objectives
are well communicated and followed and achieved.
b). Authorities
1. Approve formula /products of swine premix in assigned area aligned with
DSM/DNP/ANH principle and national rule
c). Projects/special assignments
6. Complexity of the position
1. Market trend, segments:
China has the world’s largest animal husbandry and feed industry. China pork
output is the largest in the world, and the swine feed (incl. premix) nearly shares
half of the total feed production in China.
Industrialization in swine husbandry in China is developing fast, while farms in
different scale (small, middle and large), and in different geographic areas will coexist for a long time. Position requires to design different products and develop
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Oct. 18th, 2013
different promotion strategies to clearly target on different market segment.
2. Customer base vs. services:
Customer base is exceptionally very fragmented ranging from backyard farm, to
small, middle, large size, to fully integrated farms. Some big accounts are served
directly, while most of the customers are served via distributors. Large amount of
customers is lack of nutrition knowledge. Professional company, like ANH, has to
be the technical consultant for nearly all questions related to products, from raw
material information, purchasing and QA/QC, formula design, hardware consulting,
sales training, market strategy, to animal production performance and disease, etc.
3. Competition environment:
Premix business enjoys the highest growth in recent years among 3 kinds
(completed, condensed and premix) of industrial feed in China, that attracts many
players. Competitors from multinational companies to very small local ones. Ability
to be positive and success oriented in a highly complex environment is essential.
Position requires a great deal of technical nutritional expertise as well as creativity,
persistency, knowledge, empathy and willingness to get the sales.
4. Geographic coverage:
Pig farms locate nearly everywhere in China. ANH China currently has 5 production
sites, and will build another 3-7 sites. Position needs to design products according
to DSM principle as well as the local conditions in raw materials and feed using
habits.
5. Work with sales team:
Position should assist the B2C regional sales managers to achieve the ambitious
target. Working with sales people has to be done by influence and cooperation, but
not by direct authority.
6. Work with external stakeholders:
Position needs to build strong network with key opinion leaders and policy makers,
to influence the policy making and improve the know-how.
7. Knowledge and educational level
Educational level:
 Master degree or equivalent experience in Animal Nutrition Science, or
veterinary
Knowledge and experience:
 With knowledge and over 2 year experience in swine production, animal
nutrition, veterinary, selling and/or technical service
 Hands-on pig farm work experience
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FOR INTERNAL USE ONLY
Title
Version
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HRM Requirements,
Position description Format
1.2
Oct. 18th, 2013
8. Required level of experiences
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Minimum 2 year experience in swine farm, feed industry
Strong communication skills
External orientation and customer focused
Account Management experience needed
Strong positioning, selling and team motivation skills
Innovative and out-of-the-box thinking
Conceptual and goal oriented