The paper “ ABB Grain - Company's Profile, Competitors, Suppliers, and Customers” is an actual example of a report on marketing. ABB Grain Company is among the largest companies in the world in the provision of Agricultural products. The main product that the company exports is barley which is used to brew beer (ABB Grain Company 2013). The company has applied various strategies which have made it excel in the competitive market. Among the strategies the company has applied include effective distribution strategy and pricing strategy. These strategies have enabled the company to create a competitive advantage by satisfying consumer needs.
The company exports consumer products like wheat which are used for consumer consumption (David et al 2005). The main competitors of the company include Cargill Inc and AWB Ltd. In this regard, this report will discuss the various marketing strategies applied by the company to create a competitive advantage. The report will also discuss the range of products the company exports as well as the marketing mix of the company. Company profileABB Grain is among the biggest grain companies in Australia. It was founded in the year 1939.
The company was listed in the Australian security exchange market in the year 2009 due to takeover by Viterra. Recently, the company has expanded its operations and it engages in the storage of grain. ABB grain Company has its roots back to the Australian Barley Board and it expanded its operations and it was called ABB Grain in the year 1999 (ABB Grain Company 2013). The company had the capacity to produce about 500,000b tones per year. The company has eight malting plants all over Australia and it has the largest multi-house in the southern hemisphere which is situated in Perth Western Australia.
Further, the company provides other products such as fertilizers as well as wool and livestock products (ABB Grain Company 2013). The company acquired Wool Company and Wardle Co in the year 2007. In the year 2009, the company formed a merger with Viterra Company and many of the shareholders supporting the move. The sustainability strategy of the company is that it involves all the stakeholders to ensure they find better ways to manage the challenges of the world including maintaining a clean environment with high recycling of wastes and reduced wastage.
This will help to strengthen resource utilization. The company helps the customers to be more efficient and provide recommendations on how to improve the business knowledge (ABB Grain Company 2013). In addition, the company sustains itself through developing world-class products and developing operations that are efficient to the organization hence help in the effective utilization of resources. This has helped to improve the sustainability of the company. Competitors, suppliers, and customersABB Grain Company faces stiff competitors from other consumer companies that provide agricultural products.
However, with the strategies which are applied by the company, it has managed to be the market leader in providing Agricultural products (ABB Grain Company 2013). The competitors of the company are Cargill Inc and AWB Ltd. There are also other competitors in the market but these two companies the greatest competition to the ABB Grain Company. Other competitors include Australian Agricultural Company, Burns Philip and company ltd and Brown brother Milaya Vineyard.
ABB Grain Company 2013, retrieved on 15th April 2014 from http://www.bloomberg.com/apps/news?pid=newsarchive&sid=agiccmy5NSKk
David B. M., Marian C., M. & Joel E. U 2005, ‘Reasoning About Competitive Reactions: Evidence from Executives,’ Marketing Science, Vol. 1, no3, pp.138-149.
Fifield, P 1998, Marketing Strategy 2nd Edition, Butterworth Heinemann, ISBN: 075063284
Hatton, 2000, The Definitive Guide to Marketing Planning, FT/Prentice Hall, ISBN: 0273649329
Hsu, C. H & Powers, T 2002, Marketing Hospitality, John Wiley & Sons, ISBN 0471348856
Jobber, D 2001, Principles and Practice of Marketing, Third Edition, McGraw-Hill Education, ISBN 0077096134
Kotler, P. Bowen, J & Makens, J 2002, Marketing for Hospitality and Tourism, Prentice-Hall, ISBN 0130996114
Kevin P. C. & John H., 2009, ‘Predicting Your Competitor's Reaction,’ Harvard Business Review, Vol.1, No2. pp. 90-97.
McDonald, M 2002, Marketing Plans: How to Prepare Them, How to Use Them 5th Edition, Butterworth Heinemann, ISBN: 0434912301
Margaret A. P. & Mark E. B. 2003, ‘Scanning Dynamic Competitive Landscapes: A Market-Based and Resource-Based Framework’, Strategic Management Journal,
Vol. 24, no.1, pp.1027-1041.
Patterson, G.P. & Ward, T 2000, Relationship Marketing and Management, Handbook Services Marketing and Management, Sage Publications Inc
Proctor, T 2000, Strategic Marketing: An Introduction, London: Routledge.
Palmer, 2000, Principles of Marketing, Oxford University Press, ISBN 0198775512
Schultz, D. E 2001, ‘Marketers: Bid Farewell to Strategy Based on Old 4Ps’, Marketing News, Vol. 35, No.2. Pp.7
Robert, Karl-H., George B., Goran B., Sophie B., David., Hordur H., Lena J., et al.
2004, Strategic Leadership towards Sustainability, Karlskrona: Blekinge Institute of Technology.