Strategic Management and Acquisition in Farming: Technologies and IT

This study explores the use of technologies and information technology in farming, including precision agriculture systems, to improve decision-making and achieve strategic objectives. It discusses the effectiveness of digital farming strategies, the value of IT in the farming industry, and the benefits of precision agriculture for individual farmers and the agricultural industry.

Strategy Management
and Acquisition
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Table of Contents
INTRODUCTION...........................................................................................................................3
All technologies used in the case study.......................................................................................3
Why U.S farms are now digital....................................................................................................4
How information technology is changing the ways farmers run their business..........................4
How do precision agriculture system support decision-making along with 3 decisions.............5
Digital farming strategy is effective or non-effective to farming business needs along with
other businesses using digital strategy.........................................................................................6
How IT adds value and providing competitive advantage to farming industry ..........................6
How discussed systems in case study can improve farming operations......................................7
Effectiveness of precision agriculture to individual farmers and agricultural industry...............8
Strategic objectives which firms are trying to achieve by investing in information systems......8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Strategic management is a process of formulating as well as implementing goals of
company based on consideration of resources and strategies (Wheelen and et.al., 2017). This
present study is all about farming which shows that how technologies used in agriculture has
changed the way of running business. It will discuss critical evaluation of technologies used in
farming processes such as; GPS, IT, wireless sensors, Field Scripts and others. Further, it will
discuss importance of precision agriculture system as well as effectiveness of using IT in this
process. Lastly, it shows ways as how agriculture industry is accomplishing their goals by
investing in IT and digital technologies.
All technologies used in the case study
In the context of case study it is identified that how farms are now becoming digital as due to
uses of advanced technology along with all other companies, farms are also making themselves
digital by making use of several technologies. Here is a list of some technologies which are
being used by farmers such as: Ohio, John Deere, Monsanto companies and others.
Granular: It is a Google funded start up from which Bryant farmer makes an effective use of
software for data gathering and analysis collected from aircraft, self driving tractors and many
other forms of automated sensors.
Remote sensors: It is other main application and software which allows farmers in soil moisture
data as for them it is important to determine the quantity or intensity of moisture in the soil in
order to grow crop accordingly (Bhattacharjee and et.al., 2017).
Global positioning system, satellite based navigation system: It is one of the effective
software and system by which tractors are being guided. This GPS based computer in farming
have capability of receiving signals from earth orbiting satellite in order to track location of each
piece of equipment. It makes monitoring process easier for farmers as on i Pads and other tool
they can monitor location and steer equipment.
Wireless connected sensors: This sensors used in farming allows farmers to map fields and also
helps in seeding and nutrition fields by planting or spraying ad using computerized instructions.
Information technologies: It has changed the system and way of farming as it allows farmers in
creating ecosystem for controlling planters and sprayers (Kothiya, Patel and Jayswal, 2018).
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Auto Trac GPS system-This Steering system is also an effective way in which farmers or
equipment operators do not require to take their hands on to wheels and operate them physically
as they can take their hands off.
Jdlink: It is a software used in this case study and in farming system which allows farmers to
upload data automatically related to fields and also downloading instructions related to planting.
Planting equipment: These tools get recommendations and work accordingly. For example: it
can receive advice related to selecting the type of seed which can help them out in planting in an
effective manner and in different areas.
FieldScripts: It is one of the best and effective software application which are being used by big
farming companies in order to get information about some external factors like the amount of
shade, sunlight which are required for planting and growing farms. It can be said that all this
information allows them to predict about climate as well as delivering precise planting
instructions to iPads which are being connected to planting equipment.
Why U.S farms are now digital
U.S farms are now known as digital because mostly companies make use of technologies
in performing farming functions digitally. Deere and company is an American corporation and
its headquarter is in U.S. It operates in agriculture, construction and other field and also provide
suggestions to small firms as how they can improve productivity and performance by making use
of software and techniques.
It is identified that Monsanto and Dupont big farming, developer of software application
known as FieldScript sell around 70% of their corn seed to U.S. Farmers of U.S have abilities of
using technologies as which technology can be the best suited for their firm (Waltz, 2017). John
Deere started working in partnership and around 3000 employees of U.S got opportunity to make
agricultural implement and this is the reason U.S. farming is now called digital because of using
technologies to the great extent like IT, Field Script, automatic sensors etc.
How information technology is changing the ways farmers run their business
In the context of information technology it can be said that it allows companies in storing,
sending and retrieving data. One of the largest producer of autonomous 4 wheeled vehicles, John
Deere is using IT in all its farming equipment. There are several reasons which shows that it has
changed the way of running agriculture business such as:
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 It is estimated that by 2050, there will be around 9.6 billion people and due to lack of
resources, it can create problems for the future generation. But by making an effective
use of IT farmers can better management of crops as IT allows in taking the best decision
which makes them able to improve productivity and eliminate failure and errors and it is
good for the future generation (Morris, Henley and Dowell, 2017).
 Better harvest is other effectiveness as by storing and maintaining data farmers can place
order for seed and other from better place and can also get connected with their
colleagues.
 By having and access to data, people can determine what to plan, when to plan and in
how much quantity they have to plant which can improve their quality and productivity.
So, overall it can be said that by IT they can take better decision and prevent themselves against
errors and becoming sustainable.
How do precision agriculture system support decision-making along with 3 decisions
Precision agriculture system is now used for farming processes as it allows farmers in
real time management of crops and fields. This system has ability of observation, monitoring as
well as responding to both inter and intra field factors or variability in crops. By using this
system leading farming companies are reducing negative environmental effects on farming.
This system helps in crop yields, optimization of process inputs as well as becoming cost
effective. It simplifies farming processes, produces better quality of food, reduces waste,
improves higher quality of life etc.
 One of the main decision about farming is to decide as how much space they need to put
between crop rows which can allow them to grow effectively and can get enough sun
rays for improving quality. So, overall it can be said that it is all related to know and
taking decision regarding planting depth (Tantalaki, Souravlas and Roumeliotis, 2019).
 Other main decision related to data analysis as this system provide recommendations on
the basis of collected data. Data analysis and recommendations by this software allow
farmers to use the best type of seed for the type of planting which they need to plant or
grow as well as fertilizer for preventing planting against external variables.
 It also allows them to know the best time as well as best place where they can plant. By
knowing this they can also know and measure that how long their chosen place will be
specific spot at their farm.
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So, taking decision regarding seed, how, when and where to plant, the best way of planting by
identifying gap can help them out in improving quality of food.
Digital farming strategy is effective or non-effective to farming business needs along with other
businesses using digital strategy
In the context of digital farming strategy it can be said that it is providing several benefits to
farmers. There are several problems occur in planning about planting and after planting.
Nowadays due to increasing global warming, weather prediction is becoming difficult and this
changes in weather affects crops. But by making use of technologies or intelligent software
tools which link digital information about weather changes, health of crop, soil condition and all
these information are helping farmers in taking better decision.
Using digital technology in farming processes also allowing farmers in conserving
resources, safeguard harvesting and protecting environment which is beneficial for the future
generation. In addition, it can also be said that Highly automated tractors with automated and
other sensors are already traversing fields of corn, soybeans and soft red winner wheat, collecting
data about plant health, yields, soil composition and field topography (SHIBUSAWA, 2018). It
is estimated that by digital farming strategy and using effective software like FieldScripts,
farmers can increase revenue from around $10000-$20000 extra. Satellite imaging and other
technologies are also allowing farmers to analyse a single patch of land at a resolution of around
and just 30 Cm.
On the flip side, some problems has also being identified such as privacy issues, high
maintenance cost, increasing competition which is increasing prices for consumers, higher
transparency in pricing etc. American express, Airbnb, Yelp and other vegetable farms are
making use of digital technology.
How IT adds value and providing competitive advantage to farming industry
Agriculture is considered the backbone of economic system as it provide employment
opportunities but due to changes in weather and external factors it is creating several problems.
But nowadays due to uses of advanced technology, companies are making themselves beneficial
by using IT. There are several benefits of using IT as it can allow farming companies to take
competitive advantages by:
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 Information technology provides accurate information related to farming in a timely
manner which is allowing under developed nation to make better decision and compete
with developed nations.
 By having proper communication with colleagues and experts from different nations,
companies are taking timely actions, can prepare strategies for the future or next season
and avoid unfavourable situations which can allow them to make an effective position in
the market and also taking competitive advantages (Azumah, Donkoh and Awuni, 2018).
 By taking information like crop conditions, weather forecast, soil quality and others,
farmers can improve quality of food by planting on the basis of information which can
attract customers to the great extent and also can improve economy. So, it can be said that
all these can help them in creating value and taking competitive advantages.
How discussed systems in case study can improve farming operations
Information technology and Field Scripts are mainly discussed in the case study for
improving farming operations. In the context of Field Scripts, software application which is
being developed by Monsanto it can be said that it is one of the effective technology which is
improving farming operations as it takes some variables into account such as: the amount of
sunlight required for planting and different variations in soil nitrogen and phosphorus which
allows them to perform all functions in an effective manner.
One of the main benefit is it is cost effective because with this help farmers can pinpoint
areas which are less and more fertilizer by which they can save cost by spreading fertilizer in
only required area. It boosts their yields in areas which have already performed poorly and also
increased amount of fertilizer. It is also estimated that this technology can improve yields by 5-
10 bushels per acre (Pham and Stack, 2018). It can also increase revenue by between around
$1000,000 & $200,000. But on the other hand it can be said that it can increase seed price and
small farmers can not afford it.
In addition, aggregating planting data is also being discussed which is also supporting
farmers in deciding as which information they need to sell at what price. Information system and
sensors are providing them information related to external environmental changes which also
allow them to pesticide, market data to seed and others.
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Effectiveness of precision agriculture to individual farmers and agricultural industry
Precision agriculture is having benefits for both individual farmers and the whole
agricultural industry and that is why farming companies are transforming their ways.
 One of the main benefits which is being estimated that this method of farming can feed to
the world's exploding population because in this system, farmer require fewer resources,
fertilizers as compare to normal farming process.
 In this precision agriculture farmers are using water, energy, fertilizer and other resources
related to planting to some extent which is less wasteful and also promoting health of the
planet which is good for individual farmers and agriculture industry as by doing, so they
can make an effective position in the market (Zhang and et.al., 2017).
 Big precision agricultural players Monsanto and DuPoint are supporting individual
farmers by providing recommendations as how to plant in order to increase crop output
which is protecting them against external variables.
 Remote sensing, satellite positioning data are some examples of this precision agriculture
which are allowing agricultural industry to maintain sustainability, jobs and food
resilience.
So, overall it can be said that by getting effective information and data analysis agriculture and
big data analysis companies are monitoring weather and other external factors and by providing
these informations to individual farmers they are helping them out in managing crops as they can
grow effective.
Strategic objectives which firms are trying to achieve by investing in information systems
There are some objectives which small as well as big farming companies want to achieve and for
that they are investing in information system such as:
Capturing data streaming from remote data centre: Data capturing is the main key of the
success and expansion of business because by gathering data only, farmers can perform functions
and also can communicate with colleagues in an effective manner.
Increase profit: It is one of the main objective which all small, large and profit for organizations
companies want to achieve and for that they use technologies and adopt several ways.
Investment in information systems is the best ways of farmers of increasing productivity and
profit (Lucie, Hana and Helena, 2016).
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Improve quality of food: Competitive advantages, increasing profit is possible inly when
customers are satisfied as food is the main thing for which all people are living. When they get
higher quality of food products then it makes them feel valued and also support in improving
living of all.
Boost economy: It is stated that farming and agriculture is one of the main source of economy
and it is also known as backbone of economy. By providing qualitative food to customers and
providing employment opportunities big and small firms want to boost economy.
CONCLUSION
From the above study it has been summarized that IT and other technologies' software
used in agriculture played a vital role as it allows farmers in improving quality of food, reducing
waste and improving overall productivity. This study has shown different software and
technologies which are being used in agriculture such as FieldScripts, JDlinks, IT, remote
sensors, GPS and others. Further, it has shown effectiveness of Information technology and
FieldScripts which has changed ways of farming, planting and process of farming as it allows
them in taking better decision regarding planting, monitoring factors and communicating with
colleagues.
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REFERENCES
Books and journals
Azumah, S.B., Donkoh, S.A. and Awuni, J.A., 2018. The perceived effectiveness of agricultural
technology transfer methods: Evidence from rice farmers in Northern Ghana. Cogent
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Bhattacharjee, A. and et.al., 2017, October. Smart farming using IOT. In 2017 8th IEEE Annual
Information Technology, Electronics and Mobile Communication Conference
(IEMCON) (pp. 278-280). IEEE.
Kothiya, R.H., Patel, K.L. and Jayswal, H.S., 2018. Smart farming using Internet of
Things. International Journal of Applied Engineering Research. 13(12). pp.10164-10168.
Lucie, V., Hana, U. and Helena, S., 2016. Strategic talent management in agricultural and
forestry companies. Agricultural Economics. 62(8). pp.345-3.
Morris, W., Henley, A. and Dowell, D., 2017. Farm diversification, entrepreneurship and
technology adoption: Analysis of upland farmers in Wales. Journal of Rural Studies. 53.
pp.132-143.
Pham, X. and Stack, M., 2018. How data analytics is transforming agriculture. Business
Horizons. 61(1). pp.125-133.
SHIBUSAWA, S., 2018. DIGITAL FARMING APPROACH CHANGES THE
CONTEXT. IFAC-PapersOnLine, 51(17), pp.67-69.
Tantalaki, N., Souravlas, S. and Roumeliotis, M., 2019. Data-Driven Decision Making in
Precision Agriculture: The Rise of Big Data in Agricultural Systems. Journal of
Agricultural & Food Information. 20(4). pp.344-380.
Waltz, E., 2017. Digital farming attracts cash to agtech startups.
Wheelen, T.L. and et.al., 2017. Strategic management and business policy (p. 55). Boston, MA:
pearson.
Zhang, A. and et.al., 2017. Accelerating precision agriculture to decision agriculture: The needs
and drivers for the present and future of digital agriculture in Australia.
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