Introduction of Turkey Meat Exportation in the Oracle Agro-Expo company

Background

Poultry farming in the United Stated has enjoyed a trammedous growth in the business world and has dominated the global market for decades. The USA has accounted over 20% of the world’s production, of which 17% is exported. Oracle Agro-Expo company is an agricultural oriented investment located in Florida which aims at provision of organic fruits and vegetables which include peaches, apples, broccoli, cauliflower and all sorts of pomoculture and olericulture (Hansen et al, 2017). Since diversification is the key to manage risks, the marketing management proposed the need of introduction of organic turkey meat exportation in order to increase its global market. After conducting a comprehesive research on the demand and supply of turkey meat in the world, it was found that global broiler production has increased by 40% between 2002-2015 signifying that the consumption of poultry products has grown rapidly.

With the above poultry market trend, there is a great business opportunity in developing and developed countries’ market. According to the limited growth opportunities in the developed countries, poultry businesses are increasingly attracted to the developing markets where growth is strong (Ortega et al, 2015). Therefore, Oracle Agro-Expo company has to raise unique production and efficient levels to be able to compete effectively. Due to the competition, Oracle Agro-Expo company was convinced to base their poultry production on turkey meat which was rare in the poultry world evident because few business organizations either imported or exported turkey meat which was organic while majority reared their birds using agrochemicals which have immense negative health impacts to the world’s population (Parrot et al, 2017).

Plan of Action

The Oracle Agro-Expo company, based on their research of developed and developing countries’ markets, aimed the Asian countries majorly China. The conclusion was met due to the small scale turkey farming in the region but the demand was rapidly increasing in the recent years. Consequently, turkey meat market was promising in the provinces of China and its capital due to high demand by customers who are basically tourists and people from the local communities (Xie et al, 2015).

One of the elements of the market mix is place and the Oracle Agro-Expo company is not an exemption to follow these elements since it is a business oriented company. It will be subjected to find a location to put up a large-scale turkey farm which will be inclusive of all the stages of turkey farming. This will include the rearing and production sections after which the meat will be processed and ready for exportation (Ortega et al, 2015). In addition, the company will provide a technologized service which will include the provision of an application which will help the customers and other business enterprises to order the meat by undergoing several easy steps in their smartphones. The workability of the application will be customer friendly and will be accessible on the App-store or the Google Play Store.

Methodology

Some of the methods used in the research included qualitative methods, quantitative methods and finally intrepid research.

• Qualitative methods: The research team designed non- structured website interviews and simple questionnaires in the company’s website in order to evaluate and analyze the feasibility of turkey meat globally. Moreover, the team used social media data obtained from the company’s social media platforms to come up with reasonable and tactical conclusions.
• Quantitative methods: The team analyzed previous statistics relating on the consumption and availability of turkey meat and the services that enabled customers to easily access the product.
• Intrepid research: This included the attending of seminars and forums of poultry farming markets which gave an overview about the demand and supply of different poultry products globally.

Findings

The Oracle Agro-Expo company will gain a diversified global platform, global offering and global distribution channels as a competitive advantage in the competitive environments. By production of pomology and olericulture, organic products, as well as organic turkey meat, will help it reduce the marketing and production risks. The company will rely on one of the products when the market of the other fails ranging it fit to continue production. Through the various acquisition, the company will expand the logistics and distribution networks creating a hedge against industrial risks. Furthermore, through the diversified product portfolio, the customers will be granted a wide range of products (Parrot et al, 2017).

Risks Encountered

Every poultry oriented business has risk profile ranging from introduction of pathogens to subsequent development of diseases which is the case in turkey farming. This can be a hazardous scenario in case it happens (Xie et al, 2015). It can cause the death of many birds leading to increasing the cost of production and a great loss to the company. Therefore, to avoid an encounter with this danger the company has to set farm biosecurity measures to eliminate the risk of introduction of this disease-causing pathogens.

Besides, another most likely risk is the perishing of turkey meat by the time it reaches the esteemed customers. Hence, the company will be expected to meet high preservation measure of the meat in order to meet the set standards by the Chinese government. The Food Safety Law in China ensures that any food coming into the country is fit for consumption (Ortega et al, 2015). The Oracle Agro-Expo company should ensure proper packaging and preservation of turkey meat and provide a faster means of transportation to prevent this risk.

Recommendations

Customer Relationship Management

The Oracle Agro-Expo company should have a customer relationship management (CRM) software system to enable it to manage some business processes like marketing, tracking products and services offered, customer interaction, access business information, automate sales and customer data. I recommend that the company should incorporate analytical and operational CRM’s (Xie et a, 2015). Analytical CRM’s are essential in the tracking of turkey meat and other products while operational CRM’s are essential in tracking and managing the sales.

The CRM’s will integrate the marketing and sales departments of turkey meat by having access to real-time data related to customer profile enabling the sales team to track sales globally without application of manual effort. This information will, in turn, lead the sales team and try to convert them into new deals. Additionally, mobile CRM’s will help the sales team to access customer crucial data and information such as product information and account history which include pricing. This will facilitate in making wise decisions and responding to leads faster. Less time will be used in searching for contacts and trying to figure out the conversation you had saving adequate time for meaningful discussions. The information obtained will aid in pipeline management where the CRM’s will maximize potential sales by ensuring sales personnel meet their daily, weekly and monthly sales target.

Distribution channel

The mode of distribution is a key factor to be considered when introducing a new product in the micro and macro environment in a business world. The Oracle Agro-Expo company should put into consideration the use of chain stores as the main mode of distribution of turkey meat. This will include the use of hypermarkets and supermarkets globally and mainly in China since it is the region of consideration. Usage of the chain stores will enable the distribution of the product to many parts of the country where it can be accessed by every customer or any retail enterprise. Moreover, it is characterized by many advantages like customer convenience, it is time saving and customers can access the meat in desired quantities. Furthermore, the mode of delivery and accessibility is enhanced. The new services offered by the application can be distributed via the Google Play Store and the App Store (Feng et al, 2016).

Global Market

Considerations

The Oracle Agro-Expo company should consider cultural factors like the customers’ taste of the Chinese people because some eating habits are regarded as ‘off-limits’. Also, it should consider consumer habits which are greatly influenced by the people’s culture. Moreover, the company should be conversant with the demand and supply of turkey meat within China in order to look for the deepest potential market for its products. According to Parrot et al ( 2017) the political and legal framework of the country should be considered too. These include the licensing and permits, the rate of taxation, tariffs imposed and other political restrictions.

Impacts

Global supply chain has several impacts which include:

• The overall costs may increase due to additional costs due to transportation, costs of space and tariffs.
• Higher rates of risking maybe witnessed due to fluctuation of price and market leading to higher cost of production.
• Production and shipping may be affected positively or negatively due to different weather conditions, custom clearance time and further delays.
• The supplier selection can be affected due to the effectiveness of distribution of the products.

Pricing strategy

The Oracle Agro-Expo company should come up with a fair pricing for its turkey meat for it to attract many customers in China. Majority of the poultry enterprises charge averagely 400 Chinese Yuan for 12lb of the meat (Feng et al, 2016). Therefore, to compete effectively their meat should range fairly lower than the others. For example, the company can opt to sell 12lb of turkey meat at 350 Chinese Yuan. The company also can wish to break the bulk of meat into smaller quantities and settle for a cheaper price for marketing purposes. Consumers should quickly accept the Oracle Agro-Expo company turkey meat due to its fair pricing.

Other costs may occur during the launching period. Similar costs may occur during the developing of the large-scale turkey farm and rearing the broilers between the duration of introducing the birds and the time they reach maturity. Software developers also need to be paid to develop the application. Additional costs due to the launching of the application into various platforms and its advertising also cost money (Feng et al, 2016).

Promotion Strategy

Consequently, promotion of products and services plays a key function in any business organization. This is done to publicize and convince the consumers to purchase the products or services. It can be done through electronic advertising or through sales organizations and public relations. The Oracle Agro-Expo company should develop a powerful marketing strategy to build a loyal customer base. Effective promotion strategy will ensure turkey meat and The Oracle Agro-Expo company application is readily accessible in the global market place (Ortega et al, 2015).

The company should put into consideration the use of social media platforms like Facebook and Google Plus as well as mass media platforms such as the internet and movie advertisement to create awareness to the public about the new product and services. This is due to the fact that these platforms have a wide audience approximately billions of users. Moreover, the company should engage in sales promotion activities like games and contests. For instance, in games, the company may sponsor a certain team and offer free gifts like several lbs of turkey meat dinners as prices to help in marketing. In the case of contests, the company may also sponsor some educational or any competitive contests and offer prizes or trips to the winning candidates.

Conclusion

Due to the fast growing of turkey meat demand in oversees the Oracle Agro-Expo company should take that as an opportunity to grow and expand its territories and venture into other countries. It should prove the people wrong by abolishing the fact that turkey meat is basically taken by the rich in the social class due to its fair pricing. By introduction of turkey poultry farming in the Oracle Agro-Expo company will pave way for more profits and growth of the company. However, the company should not shift its focus from the production of the other products.

References

Gale, H., Hansen, J., & Jewison, M. (2015). China’s growing demand for agricultural imports.

Hansen, J., & Gale, F. (2014). China in the next decade: rising meat demand and growing imports of feed. Amber Waves, 1A.

Hansen, J., Marchant, M. A., Tuan, F., & Somwaru, A. (2017). US Agricultural Exports to China Increased Rapidly Making China the Number One Market. Choices, 32(2), 1-6.

Ortega, D. L., Wang, H. H., & Chen, M. (2015). Emerging markets for US meat and poultry in China. Choices, 30(2), 1-5.

Parrott, P., & Walley, K. (2017). Consumer Attitudes to Poultry Meat: A Comparative Study of the UK and China. In Poultry Quality Evaluation (pp. 313-334).

Xie, C., & Marchant, M. A. (2015). Supplying China’s growing appetite for poultry. International Food and Agribusiness Management Review, 18(A).

Yu, Y., Feng, K., Hubacek, K., & Sun, L. (2016). Global implications of China’s future food consumption. Journal of Industrial Ecology, 20(3), 593-602.