The agricultural and allied industry sector in Australia has been one of the most thriving and economically lucrative industries in the country. In the entire Asia-Pacific region, Australia is known to have one of the most organized and technologically advanced agricultural industries. In this report, an attempt has been made to understand the various marketing strategies and approaches that have been used by one of the most prominent entities in the agricultural sector namely the Australian Agricultural Company, which was founded in the year 1824 and has its headquarters located at Brisbane, Australia. In the year 2001, the Australian Agricultural Company or AAC was listed on the Australian Stock Exchange under the ticker AAC.
The organizational operating environment for AAC has witnessed a significant amount of change from its inception to the present day. Starting from the various norms in the supply chain variables to the quality and scale of operations, AAC has shown a remarkable extent of change that signifies a veritable difference in the overall marketing and business approach adopted by the company (Domegan et al., 2015). AAC has been primarily involved with the production of beef and other goods that come from livestock. In the various sections, which the entire report has been divided into, analysis of the various elements such as the customers, collaborators, competitors, etc has been done to fetch a holistic view of the nature and
The following gives an outline of the various aspects of the company that would be covered within the report.
This section deals with a brief description of the various products and goods that are manufactured by the Australian Agricultural Company. The various organizational basics such as the vision mission and purpose of the company are enumerated within this section (Gayle & Goodrich, 2014).
In the present context of the business and operational capability of the AACo, it is a vertically integrated beef producer with operations that include the entire supply chain across genetics, nutrition, pastoral operations, feedlots, and processing of different meat and livestock-based food item varieties (Gayle & Goodrich, 2014). In the past few years, AACo has been undertaking several strategies that are focused on diversifying away from its traditionally pastoral business approach towards becoming an integrated meat producer, with special attention being paid to the commoditized aspect of the supply chain as well as the end product and at the same time using the various technological tools and implements such as genetics and other cutting edge techniques for enhancing the throughput- both qualitatively and quantitatively (Gayle & Goodrich, 2014).
AACo’s goal and vision lie in providing holistic solutions to the various customers who use its products as the primary to their businesses like restaurants, and eateries and to provide affordable and high-quality meat products for individual customers as well. The meat sourced for the cattle comes from a variety of backgrounds thus giving each of them a different quality. With global beef production rising every year owing to the increase in the demand for meat products in developing countries and the rise in population, future growth in the demand for AACo’s meat products is inevitable (Gayle & Goodrich, 2014). To sustain its growth in the future, AACo must apply various marketing techniques and strategies to enhance its market position and brand perception among the stakeholders it has. Apart from India, Brazil, China, and Russia, Australia also contributes significantly to global beef and cattle meat export all over the world.
Due to the favorable geographic location in Australia, AACo can visibly benefit from the rise in the global demand for meat products in the next few years.
Within this section the different parameters of a successful marketing endeavor on the part of the company and how the business is impacted by various internal and external environments (Gayle & Goodrich, 2014). In the case of AACo, the analysis would encompass the following observations about the existing business scenario:
In this section, the various threats and opportunities that are faced by the company are discussed which would be done using the SWOT analysis. By using the PESTLE analysis the impact of the various external factors on the business could be analyzed in the case of AACo.
After understanding the current standpoint of AACo as a business entity in the global domain, the various strategies that can be used for better marketing and positioning of the brand are to be devised in this section. This would make use of the STP approach to understand the crucial focal points that the company should be emphasizing in terms of segmentation, positioning, and targeting of the market. The value proposition that is to be amended or mollified would be a significant part of this undertaking (Hollensen, 2015).
Finally, the 7 P’s of the marketing mix for the strengthening of the brand positioning would be suggested.
Domegan, C., McHugh, P., Devaney, M., Hogan, M., Broome, B., Duane, S. and Piwowarczyk, J., 2015. Advancing theory and research in social marketing: Interactive management for complex problem thinking. In World Social Marketing Conference, Sydney.
Gayle, D.J. and Goodrich, J.N., 2014. Tourism Marketing and Management in the Caribbean (RLE Marketing). Routledge.
Gummesson, E., 2014. Productivity, quality and relationship marketing in service operations: A revisit in a new service paradigm. International Journal of Contemporary Hospitality Management, 26(5), pp.656-662.
Greenwald, R., Smerklo, J., Balasundar, G., Lam, K., Spence, D. and Stone, B., 2014. Cosmetics and Fragrance Marketing and Management Master’s Degree Program: Capstone 2014. Engaging the New Beauty Consumer.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Moutinho, L. and Huarng, K.H. eds., 2015. Quantitative Modelling in Marketing and Management. World Scientific.
Nunkoo, R., Gursoy, D. and Ramkissoon, H., 2013. Developments in hospitality marketing and management: Social network analysis and research themes. Journal of Hospitality Marketing & Management, 22(3), pp.269-288.
Shaw, S., 2016. Airline marketing and management. Routledge.
Wagner, S.M. and Eggert, A., 2016. Co-management of purchasing and marketing: Why, when, and how?. Industrial Marketing Management, 52, pp.27-36.Order Now