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Agrimarketing : October 2008
RESEARCH ROUNDUP/continued from page 53 JEFFERSON DAVIS ASSOCIATES Cedar Rapids, IA by Joe Gross President As the world continues to evolve into a truly global economy, agribusinesses are faced with a new set of marketing challenges, well beyond those encountered in the days of deal- ing with one or two homoge- neous markets. And, just as the job of strategic marketing has become more complex, so have the challenges faced by the marketing research firm that serves information needs on a global scale. The swine industry provides a good example. In the U.S., the indus- try has rapidly evolved from one defined by numerous small produc- Gross ers to one now driven by the consoli- dated group of “Top 30” entities. Move across the globe, however, and you’ll find Chinese pork production still primarily defined by the small producer model. Then, think about the Product Manager attempting to develop a marketing strategy targeted to the European Union. Here, the market- place is defined by 27 countries guided by one umbrella organiza- tion, yet also having their own unique cultures, production nuances, and regulations influencing a deci- sion making process. In this increasingly complex environment, it’s understandable that agribusinesses are looking to their research partners to assume a greater responsibility in addressing these diverse strategic challenges. While operating in a global envi- ronment considerably “raises the bar” regarding client demands and expectations, it also creates an opportunity to offer a substantial level of “added value” to a working relationship….. for the firm that can deliver. With innovative thinking, flexibility, and a continued commit- ment to providing customized research intelligence for each and every need, we feel Jefferson Davis Associates is well positioned to help our clients meet the marketing chal- lenges of a truly global economy, today and for the next 35 years. MARKET PROBE St. Louis, MO by Bob Jasper email@example.com In this election year, we are con- stantly being inundated with the mantra of “change.” But anyone involved in agricul- ture in recent years has witnessed more than the promise of change, they have seen a real transformation. Beginning with the introduction of biotech crops in the mid-90s to the rapidly esca- lating commodity prices seen today, farming has clearly entered a new era. This era is one that is much more global in nature and far reaching, focusing not only on food/commodity production, but on the role of renewable fuels in solving the nation’s energy crisis. The role of marketing research is to help agribusinesses understand the impact of these changes on their products and services and to reduce the risk of making uninformed deci- sions. Growers are obviously chang- ing their approach to farming to accommodate this new environment, which means that agri-marketers need timely and accurate market intelligence to stay abreast of emerg- ing challenges and opportunities. Market Probe, through its acqui- Jasper sition of Market Horizons, is uniquely qualified to meet the infor- mation needs of agri-marketers. With nearly a quarter of a century of experience in agricultural marketing research, Market Probe staff under- stand the issues impacting agricul- ture today and as we look toward the future. 54 AgriMarketing ¦ October 2008
November December 2008