Ora : a market lead strategy
Ora : a market lead strategy
Miller Jason, A
Miller Jason, A
Date
2007-11
Type
Other
Fields of Research
ANZSRC::1505 Marketing , ANZSRC::070106 Farm Management, Rural Management and Agribusiness
Abstract
While the New Zealand sheep meat industry has been able to maintain relative profitability
through continued production improvements and a reduction of costs, the increasing level
of competition from cheaper sources of protein makes it difficult to see a sustainable future
based on a production focussed model.
As agricultural markets continue to become more competitive, progressive New Zealand
primary producers will need to turn their attention away from production focussed
operating models and competition based on cost leadership, in favour of greater
differentiation and attention to the role of marketing.
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