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AWB LIMITED AUSTRALIA

The assignment requires students to research and write a professional business report on a chosen business case, focusing on its international marketing activities and consumer aspects.

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Added on  2022-08-28

AWB LIMITED AUSTRALIA

The assignment requires students to research and write a professional business report on a chosen business case, focusing on its international marketing activities and consumer aspects.

   Added on 2022-08-28

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Running head: AWB LIMITED, AUSTRALIA
AWB LIMITED, AUSTRALIA
Name of the Student
Name of the University
Author note
AWB     LIMITED         AUSTRALIA_1
AWB LIMITED, AUSTRALIA1
Table of Contents
Introduction................................................................................................................................2
An overview of AWB Limited...................................................................................................2
An overview of the products in AWB Limited..........................................................................3
Industry overview.......................................................................................................................5
Current market trends and opportunities in Australia............................................................5
Market trends and opportunities in Japan..............................................................................6
Consumer profile........................................................................................................................7
Conclusion..................................................................................................................................8
References..................................................................................................................................9
AWB     LIMITED         AUSTRALIA_2
AWB LIMITED, AUSTRALIA2
Introduction
It is observed that the market of Australia is mostly limited by the type of industries,
their location and the size of the business. Most of them are SMEs that stands for Small and
Medium Sized Enterprises that are looking ways to expand outside which will help them
grow the business they have now and the main focus given by them is on the markets that are
international (Mullen, Vernon and Fishpool 2000). Therefore, the operation of these
industries will be both domestic as well as international. Hence, it becomes important that the
current trends of both the markets that is the domestic and the international must be known to
the one doing or thinking of doing a business. It becomes difficult as the countries may have
market that is distinctive and that are consumer specific (Masec and Prokopy 2014). The
range of opportunity becomes more when a business operates in an international market.
This report discusses about the role of an International Marketing Consultant in
identifying an agriculture-based company which in this case is AWB Limited, its overview of
the company and the product also the marketing trends of the domestic and international
market and helping the organization expand its business to Japan.
An overview of AWB Limited
AWB Limited is a company that is based on the grain marketing solutions and
services based in Melbourne, Australia. It was earlier a government body which was named
as Australian Wheat Board till 1999; after this the company was converted into a private
company that was owned by the growers of wheat. Later, in the year 2010 a Canadian firm
named Agrium acquired this company and the name of this company again changed into
Agrium Asia Pacific Limited (AWB 2020).
AWB Limited is considered as one of the leading agricultural supply which is
highly diversified and that has a great specialization in terms of storage, handling, trading and
AWB     LIMITED         AUSTRALIA_3
AWB LIMITED, AUSTRALIA3
processing of the oilseeds and grains. The company has got an extensive networking channel
and is connected to several local areas and states over an Australia belt which has a
partnership with the Australian farmers (AWB 2020). There are many subsidiaries that are
incorporated by this company and this helps in the diversification of the income that comes
apart from just the wheat exports. Most of the subsidiaries of this company were in existence
due to the requirements made by the legislations that were related to the operation which
were performed based on the single desk. In the year 2011, this company was then acquired
by Cargill Australia which was considered as the originating and trading hand for the AWB
Limited (AWB 2020).
The principle subsidiaries of this company that is AWB Limited includes:
1. AWB International Limited: is one corporation that has been authorized by the
Federal legislation in order to export wheat.
2. AWB Finance Limited: this is related to the c=funding that is commercial for the
company.
3. AWB Seeds limited: this is into the growing of bean pulses that are also exported
across the world.
There are many competitors of this company present in the market. Some of them are
Royal Cebeco Group Cooperative UA, Cencex Harvest State Corporation and many more
(AWB 2020). However, AWB Limited has made a focus and are committed in developing
themselves as one of the major international agricultural-based business in the upcoming
time.
An overview of the products in AWB Limited
The company provides both, services and products for the farmers and consumers
respectively. The major product that is sold by this company is the pulses, sorghum, barley
AWB     LIMITED         AUSTRALIA_4

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