Essays on Making Niche Marketing Work Case Study

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The paper "Making Niche Marketing Work" is a great example of a Marketing Case Study. KI Pure Grain, an upscale specialty grain dealer that serves Australian and world markets with grain products. Therefore, investigating the current market is essential to the victory of the food grain services offered by the firm. Marketing is the management of client relationships via fashioning, communicating, and delivering value to clientele in a manner, which will profit the firm. KI Pure Grain will need to establish the customer requirements, generate a program to meet these needs, and communicate this program to the customers in order to be successful.

The accomplishment of the new venture in the marketing perspective as well relies on the relationship with local Australian producers to ascertain the benefits of marrying grain producers with its original products. Kangaroo Island Pure Grain was established in 2009 with the charge to offer first-class returns to Kangaroo Island grain growers, offer confidence to existing grain producers to boost their grain production and to hearten others to enter the industry (Elliot et al 2010). The company owns and operates substantial grain storage infrastructure on the Island and state-of-the-art systems that enable us to get, store, categorize, marketplace and distribute grains, oil seeds, pulses and sugar to quality domestic and export markets comprising Japan, India, Egypt, Middle East and Indonesia.

The firm has influential relationship with Japan via Kanematsu Corporation that has presently become a shareholder by 2012 (Kerin et al 2006). KI Pure Grain markets many crops, comprising canola, oats, wheat, barley, red lentils, linseed and sunflower seeds, with the second-biggest crop wheat, half biscuit wheat, as well as half bread wheat, followed by canola.

Astonishingly its major crop is too its latest - broad beans. In 2013, the first crop experienced 10,000 tones of broad beans exported, thus, making KIPG Australia's principal broad-bean exporter of the grains. The company markets in explicit the exact premium non-GMO canola for the production of high-class grain products by Hirata Industries, as well as distributed by PAL systems. Kangaroo Island Pure Grain has a range of products including branded under the Dirt(y) brand, red nugget and red nipper lentils grown by KI farmers.

Data from PIRSA does not reflect this. Agricultural Census Data for 2011 demonstrate the Fleurieu and KI as growing 276 tones of lentils (Traill 2007). Introduction KI Pure Grain represents a preponderance of grain farmers on the island, with 25,000-35,000 tons of grain and legumes coming from up to 70 growers and a total of 40,000 hectares. The firm operates a facility on the island that can store 50,000 tons of grain. The grain is freighted through ferry to the mainland, in a negotiated special freighting contract, with 75 percent shipped to Japan, South East Asia, and the Middle East and the rest to the local market - particularly Arnott's Tim Tams, made by Allied Mills in Adelaide, and Laucke bread flour producers (Doole & Lowe 2005). The company has invested heavily in market research in Australia and globally.

Marketing research is the process whereby a company defines a market problem or opportunity, collects and analyzes data, and recommends a potential course of action. In an attempt to gain insight into the opinions of the company’ s customers, the company conducted surveys in 2011 and 2012.

This opinion can be utilized by the business as consistent information when deciding whether to move forward with the grain production services and in the prospect to advance outcomes and gain customer share in the fine foods industry. Even though marketing research is not ideal, it attempts to reduce risk and uncertainty to improve decisions made by marketing leaders. One area of concern from these surveys is the height of customer service at the retail stores. Between 2011 and 2013 this area did not get better but worsened, remaining a major concern of KI Pure Grains' customers.

Management at KI Pure Grains should discuss strategies to improve customer service as the catering service is implemented, enabling the organization to reach all future goals. Several areas had improved over the course of the two surveys. The store atmosphere, product mix, and the customers’ perspective of the value of the grain showed improvement when the results of the 2010 survey were presented the company’ s ability to recognize and implement change. Consequently, the same attention ought to be paid to customer service, which has been a subject of concern amongst the company’ s clients (Kerin et al 2006).

The market for grains in Australia has greatly increased the market demands of the company. The current situation demonstrates, nonetheless, that the price of agricultural products in general and that of food grains, in particular, is increasing at an alarming rate that has never been seen prior to. The price rise in food grains worsened the life of those who are already constantly food apprehensive and even those in the transitory food insecurity.

The population is the hardest hit by this situation in that the very poor and marginalized rural citizens lack enough income to purchase sufficient food and consumable industrial products at the escalating market prices. It is also a paradox to observe the grain price hikes where at the same time the production (supply) is concurrently increased (Elliot et al 2010).


VII. Sources of Information

Dalgic, T. 2006. “Handbook of niche marketing: Principles and practice”. New York: Best Business Books, Haworth Reference Press.

Doole, I., & Lowe, R. 2005. “Strategic marketing decisions in global markets”. London [u.a.: Thomson Learning.

Elliot, G, Rundle-Thiele, S, & Elliot, G., 2010, Marketing, John Wiley & Sons, Australia. In business South Australia: “Beaumont ‘best year for decades’”, 2010, Issue 55.

Graham, F & Stefan ,Z. 2009. “Guide to Business Planning”. New York: Bloomberg Press.

Kerin, R. A., Hartley, S. W., Berkowitz, E. N., & Rudelius, W. 2006. “Marketing (8th ed.)”. New York, NY:The McGraw-Hill Companies.

Lacobucci, D. 2010. “Marketing Management (2010 Custom Edition)”. Mason, OH: South- Western Cengage Learning.

Linneman, R. E., & Stanton, J. L. 2001. “Making niche marketing work: How to grow bigger by acting smaller”. New York: McGraw-Hill.

Murland, H. F. 2012. “Baillie-ki-paltan: Being a history of the 2nd Battalion, Madras Pioneers, formerly the IV Madras Pioneers, 1759-1930”. Luton: Andrews UK.

Traill, B. 2007. “Product and process innovation in the food industry”. London [u.a.: Blackie Academic & Professional.

Traill, B., & Grunert, K. G. 1997. “Products and Process Innovation in the Food Industry”. Boston, MA: Springer US.

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