Strategic Management of Oasis Horticulture Company

This report provides a detailed description of the strategic management and planning of Oasis Horticulture Company in the Australian market. It includes an analysis of the external and internal environment, key revenue units, and recommendations for future development.

Running head: STRATEGIC MANAGEMENT
OASIS Horticulture Company
Strategic Management
5/23/2019

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Executive Summary
The aim of this report is to provide a detailed description of the business processes of one of
the well-known Australian horticulture business that is Oasis Horticulture Company. The
report has presented a detailed description of the procedures adopted by the company. In
addition to this, the report has provided a detailed description of the internal and external
factors that are impacting the business. From the analysis, it has been identified that Oasis
Horticulture is gaining the support of the Australian government because the business
Horticulture industry has a major contribution to the economy of the country. On the other
side, the government has also established different laws for the protection of labor and
farmers involved in the industry. In the end, it could be concluded that the company can
successfully expand its operations in different segments of the Horticulture industry with the
use of its resources and competencies.

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Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Overview of Oasis Horticulture Company.............................................................................3
Business Revenue Units and importance of largest of these revenue units...........................4
Oasis Young Plant..............................................................................................................4
External Environment analysis of Oasis Horticulture Company...........................................5
Political Forces...................................................................................................................5
Economic Forces................................................................................................................5
Social Forces......................................................................................................................5
Technological Forces.........................................................................................................6
Legal Forces.......................................................................................................................6
Environmental Forces........................................................................................................7
Internal Analysis of Oasis Horticulture Company.................................................................7
Resources...........................................................................................................................7
Capabilities.........................................................................................................................8
Core competencies.............................................................................................................8
Competitive Advantage......................................................................................................9
Recommendations......................................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................11

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Introduction
The aim of this report is to present the strategic management and planning of Oasis
Horticulture Company operating in the Australian market. Strategic management is very
important for businesses that desire to sustain in the progressively competitive industry. A
strategic plan works as a guiding map for an organization which takes into account the major
priorities, the vision of the company and how the business will move forward (Steiner, 2010).
This report is comprised of detailed aspects of strategic management of Oasis Horticulture
such as external and internal environment analysis. In addition to this, the report has provided
recommendations for the company for future development.
Overview of Oasis Horticulture Company
Oasis Horticulture is vastly motivated for offering landscapers and gardeners of Australia
with innovative, worthy products for the healthier, sustainable, and a happier future. Oasis
Horticulture Pty Ltd is one of the largest manufacturer and distributor of the bedding plants in
the Australian market with a variety of more than 600 flowers, herbs, and vegetables sourced
from the worldwide premium genetics. In addition to this, its portfolio of the product of
potted crops comprised of Chillies, Tulips, Cyclamen, and other bulbs, Poinsettias,
Chrysanthemums, and Geraniums (Oasis Horticulture, 2019).
Oasis Horticulture Company is owned by Consolo Limited and possesses the extended record
growth and success in the industry of horticulture. The facility of production of the company
is placed near Cranbourne in the Victoria and Springwood in NSW, with robust partnerships
with some of the nationally wholesale growers, which makes Oasis the leader in the market.
Besides this, the recent acquisitions in which company is involved have resulted in
consolidating its strong position and permitted the business to endure its drive in order to

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create the quality plants by its efficiency of the production and united industry ability and
understanding (Oasis Horticulture, 2019).
Business Revenue Units and importance of largest of these revenue units
The key revenue units of Oasis in whose production the company is involved are Floriana,
Colourwave, and Woodlyn and carry out contract growing. The main customers of the
company are supermarkets, landscapers, garden centers, government institutions, hardware
stores and wholesale farmers present across Australia. Company is also linked with different
growers for the supply of seedling plugs and young plants through the division of Oasis
Young plants established in Springwood, NSW (Oasis Horticulture, 2019). Oasis Horticulture
Company is very unique in nature because it is involved in the delivery of all aspects of the
value chain from research and development, broadcast and manufacturing to wide-ranging
sales and delivery solution. This has enabled Oasis Horticulture to be the leading organization
in the industry reinforced by its devotion to constant development. The commitment of the
company towards innovation, research and development, customer service, and
environmental issues will confirm the successful as well as profitable future for the
stakeholders and customers of the company (Zoom Info, 2019).
Oasis Young Plant
Oasis Young plants are one of the revenue units of the company as it works thoroughly with
an independently owned wholesale nurseries network in all the states and territories of
Australia, as it ensures that all the plants are formed close to local retail outlets. Oasis Young
Plants do not provide delivery of the products directly to the general public or retail outlets.
The variety of plants are sourced by the company from Japan, South Africa, US, and Europe
and from the Bonza Botanicals a joint ventured plant breeding business, which is involved in
developing new flowering plants in Sydney (Oasis Horticulture, 2019).

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External Environment analysis of Oasis Horticulture Company
Political Forces
Political factors perform a major role in defining the factors that can impact Australian
Horticulture businesses long term profitability. The Horticulture Industry of Australia is
operating in floriculture, cultivation, agriculture, plants, etc. The government of Australia has
allowed Horticulture companies like Oasis Horticulture to operate freely in the market and
increase the consumption and production of different products by maintaining an effective
supply chain. The farmers of Australia are known across the world for their spirit and
aptitude to implement their system of production to grow safe, premium produce. The
horticulture industry of Australia works in the extremely competitive market, at domestic as
well as international level, and is said to be the third largest industry of agriculture of
Australia (Hay, 2016).
Economic Forces
Australia holds a 13th position in the list of the largest economy across the world. According
to the report of 2017, it was identified that the Australian economy developed more than 2%
and this growth is the positive symbol for the country (Cobb-Clark and Schurer, 2012). Even
the Horticulture Industry of Australia is also growing at a fast pace. As in 2014-15, the gross
value of the industry’s production was recorded to be around $8.73 billion and from which
more than 85% of the production was sold in the domestic market (Australian Government,
2019). This reflects that there is increasing demand for the products of this industry and the
government is making maximum efforts to encourage people to purchase the products of the
domestic country in order to gain profit.
Social Forces
Australia possesses a smaller population in comparison to other nations. As of 2018, the
population of the country was nearly around 23 million. Australia is said to be multiracial and

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multicultural. It has been identified that Agriculture in today’s environment is very cultured
and extremely technical industry, and in the Australian market, it has been the most efficient
and innovative industries (Australian Council of Learned Academies, 2015). Besides this,
agriculture is considered to be fundamental for the survival of human and it is the key reasons
for human cultivation in Australia.
Technological Forces
Australia is known across the world for its technological innovations. It has adopted a
number of new technologies more often in comparison to other nations (Dodgson, Hughes
and Metcalfe, 2011).
The advancement in agriculture has been closely related to human development and the
increasing population of the world. Innovation and Technology have reinforced those
advances. From the Green Revolution established in the year the 1960s, the production of the
crop has augmented two and a half times, from around 1.84 billion tonnes to 4.38 billion
tonnes in the year 2007, which was cultivated on just 11% more cropped land (The
Conversation, 2014). The agriculture industry has today become more technical and advance.
Legal Forces
The legal infrastructure of the country is very strong and effective. In order to encourage fair
trading for businesses as well as customers, Australia has established fair laws of trading,
consumer laws for protecting the rights of the customer, and competition laws in order to
safeguard the rights of small business owners and eliminate monopoly power from the market
(David, 2018). The legal structure of the country also safeguards the agriculture industry with
the help of employment law for farmers.

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Environmental Forces
Australia is the most beautiful nation across the world with striking beaches, forests, and
mountains. It is also known across the world for its biodiversity. The Horticulture industry
has conventionally provided the people of Australian with the vegetable and fresh fruit needs,
with a smaller export industry (Climate Change Research Strategy for primary industries,
2019). This industry has also contributed towards the beauty of the country with the
production of a variety of nuts, vegetables, and flowers. Oasis Horticulture Company is
contributing to the environment-development by producing a different variety of flowers in
the market.
Internal Analysis of Oasis Horticulture Company
Resources
Human Resource
One of the key resources of Oasis Horticulture Company in the Australian market is the
expertise and skilled human resource, which provide support to the company in successfully
attaining the desired goals and objectives of short term as well as long term. The company
hires employees on the basis of their skills and knowledge in the horticulture industry and
what they can contribute towards the organization as well as society.
Goodwill
Oasis Horticulture Company is one of the well-known organizations of Australia operating in
the horticulture industry. The company has successfully established its position and
reputation in the market with the help of its partners and social corporate responsibilities. The
company is offering a number of opportunities to the farmers of Australia such that they can
afford a superior livelihood (Oasis Horticulture, 2019). This has supported the company in
establishing goodwill in the Australian market.

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Effective Supply Chain
Another key resource developed by Oasis Horticulture Company in order to operate
successfully in the Australian market is its supply chain. The company has highly motivated
suppliers as well as partners who work to attain the desired objectives and goals. The
efficiency of the supply chain of the company is aligned with the procedures of the company
to make effective use of its resources.
Capabilities
Support Farmers
One of the capabilities of the Oasis Horticulture is to provide endless support to the farmers
in Australia. The company is motivated towards offering landscapers and gardeners with
quality and innovative products for their sustainable future. In addition to this, the company
also try to offer maximum recognition as well as incentives to the farmers for their
contribution to the success of the company (Oasis Horticulture, 2019).
Aligning Strategies with Strategic objectives
Oasis Horticulture Company is aimed towards being the market leader in terms of producing
higher quality, volume green products produced with the major focus on the customer and
designed with profitable and efficient processes (Oasis Horticulture, 2019). In addition to
this, the company desire to offer increased returns to the shareholders. In order to attain this
mission, the company has collaborated with the skilled farmers who have complete
knowledge regarding the flower horticulture.
Core competencies
Maintaining Strong Relationship with Partners through an alliance

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One of the core competencies of Oasis Horticulture is to maintain a strong relationship with
different organizations with which company has been involved in the Joint Venture. One of
the joint ventures of Oasis is with Suntory Flowers Limited which is one of the well-known
Japanese businesses (Zauba Corp, 2019).
Competitive Advantage
Research and development
Oasis Horticulture Company has gained a competitive advantage in the Australian market
through its effective research and development team. The research and development team of
the company is comprised of different organizations that is Suntory Flowers Limited and
Bonza Botanicals who are responsible for supporting the company in the development of
different breeds. The joint venture between companies has pooled the resources of Suntory
and Oasis. Bonza is responsible for Oasis to identify and develop different as well as unique
varieties like Princettia (Oasis Horticulture, 2019).
Recommendations
From the above analysis, it has been identified that the company has successfully established
its strong position in the Australian Horticulture industry. However, the company has just
expanded its business in the flower horticulture which is resulting in restricting its hands
towards growth in the worldwide market. Hence, considering the company's effective
operations and successful planning, the company can expand its business in different
segments of the horticulture industry such as vegetable and fruits. Getting involved in these
segments will support the company in having an increased growth as well as the effect on the
global horticulture industry. In addition to this, expanding operations in the global market
will also result in supporting the farmers in living a superior life.

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Conclusion
The above report has discussed regarding the business processes of Oasis Horticulture in the
Australian market and its key revenue units. The report has also discussed the external and
internal forces that are impacting the business operations of Oasis Horticulture. From the
analysis, it has been recognized that company is successfully operating in the flower
horticulture segment by offering a helping hand to the farmers who have skills and
knowledge regarding the business such that they can earn a good livelihood for themselves
and their families. In addition to this, the company has been involved in different joint
ventures such that it can add more breeds into its product portfolio. From the external
analysis, it has been identified that the horticulture industry is majorly contributing to the
economy of the country due to which government also support these businesses. Besides this,
the technological developments in the market are also being used in this industry for
increasing production.

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References
Australian Council of Learned Academies (2015) Australia’s agricultural future: the social
and political context [online]. Available from https://acola.org.au/wp/PDF/SAF07/social
%20and%20political%20context.pdf [accessed 23 May 2019]
Australian Government (2019) Horticulture [online]. Available from
http://www.agriculture.gov.au/ag-farm-food/hort-policy [accessed 23 May 2019]
Climate Change Research Strategy for primary industries (2019) Climate change and the
Australian horticulture industry [online]. Available from
http://www.ccrspi.net.au/sites/default/files/publications/HAL-CCRSPI%20Climate
%20Change%20Brochure%20-%20Final.pdf [accessed 23 May 2019]
Cobb-Clark, D.A., and Schurer, S. (2012) The stability of big-five personality traits.
Economics Letters, 115(1), pp.11-15.
David, J. (2018) PESTEL analysis of Australia [online]. Available from
https://www.howandwhat.net/pestel-analysis-australia/ [accessed 23 May 2019]
Dodgson, M., Hughes, A., and Metcalfe, S. (2011) Systems thinking, market failure, and the
development of innovation policy: The case of Australia. Research Policy, 40(9), pp.1145-
1156.
Hay, A. (2016) Agricultural law in Australia: overview [online]. Available from
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[accessed 23 May 2019]

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Oasis Horticulture (2019) Strategic Vision and Corporate Profile [online]. Available from
https://www.oasishorticulture.com.au/corporate_profile [accessed 23 May 2019]
Steiner, G.A. (2010) Strategic planning 1st ed. U.S: Simon and Schuster.
The Conversation (2014) Agriculture in Australia: growing more than our farming future
[online]. Available from https://theconversation.com/agriculture-in-australia-growing-more-
than-our-farming-future-22843 [accessed 23 May 2019]
Zauba Corp (2019) Oasis Horticulture Limited [online]. Available from
https://www.zaubacorp.com/company/OASIS-HORTICULTURE-LIMITED/U01122RJ2010
PLC031666 [accessed 23 May 2019]
Zoom Info (2019) Oasis Horticulture Pty Ltd [online]. Available from
https://www.zoominfo.com/c/oasis-horticulture-pty-ltd/348503237 [accessed 23 May 2019]