Objectives of the Report
The objective of the research report is to apply the principles of competitive advantage and international marketing management to Australian agribusiness. Such principles are then developed in a case study.
The report consists of three parts. Part 1 provides a literature review of the fundamentals of corporate strategy and international marketing management. Part 2 of the report outlines the merits of this literature as applied to Australian agribusiness. Part 3 takes the form of a case study whereby the findings of Part 2 are applied to an Australian Horticultural Industry participating in Asian markets.
The results demonstrate how the principles of competitive advantage and international marketing can be applied to Australian agribusiness. The case study shows how to implement a value-added segmented strategy through the marketing mix.
For Australian agriculture to adapt to the increasing change in the domestic and global environment taking advantage of the opportunities that exist, a knowledge and understanding of modern strategic management principles is vital.