BUSN111 - Digital Agriculture Business Report: AgroTech Analysis

This report provides a comprehensive analysis of AgroTech, a hypothetical digital agriculture business located in Queensland, Australia. The report details the company's business model, which focuses on providing services to farmers to improve food production through the use of advanced technol...Read More

BUSN111

INTRODUCTION
Business refers to enterprising entity engaged in commercial, industrial or professional
activities. The motive can be profit or non profit with some objectives to achieve. The ultimate
goal is to carry activities with efforts of individuals to sell goods or services (Babcock, 2015). It
needs ideas to run business along with resources which will help in smooth functioning of
entities. Furthermore, it can be operated at domestic level or international level depending upon
demands and requirements of products or services. The report has been drawn upon a
hypothetical company AgroTech engaged in digital agriculture and located in Queensland.
Furthermore, it covers setting up a business, number of technological trends that may help in
business. Along with this, importance of cyber security and a analysis of datasets.
TASK - CREATE YOUR HYPOTHETICAL BUSINESS
Digital Agriculture refers to usage of new and advanced technologies which is efficient
enough to help farmers with increasing the quality of value chain to for making food production
better. In this system, information and data with enhanced accuracy are extracted and
synchronised with external sources to get accurate and reliable results. These outcomes are then
used in for interpretations in making informed and appropriate decisions. The name of business
will be “AgroTech” which will have its headquarter at Queensland, Australia (Bronson and
Knezevic, 2016). What types of problem will your business solve?
It can resolve the following problems which are as follows:
1. Examination of level of moisture present in the soil to grow particular crops.
2. Forecasting of weather so that loss of crop can be avoided.3. Re-using of water for good growth of crops.
 Will your sell a product or provide a service?
The service industry is growing rapidly which offers good scope for establishing digital
agriculture business to have growth and earn profit. Furthermore, investment is this as compared
to that in product. Also, crop gets changed according to season but service will be same. Thus,
risk is low.
 How will your product/service solve the problem?

AgroTech will be buying number of technologies according to various demands of farmers
regarding machineries. It will have an online portal which will assist the customers looking for
appropriate service for the betterment of food production. The online portal will comprise of
different tabs including sections like company's overview, services it provides, technologies
available along with package prices, query and complaints section and customer care. Request
will be received online which AgroTech will examine and contact the customer for further
assistance and finalised a deal (Chabbi, A., and et. al., 2017).
 What kind of information systems does your business have and what are their
emerging capabilities?
AgroTech has introduced number of information systems which are GPS, Robotics, Irrigation
and sensors. All these are becoming more advanced to provide more accuracy. For example,
GPS is becoming cost effective, Robotics have reduced or eliminated occurrence of errors, in
irrigation water will be re-used so that water related problems can be minimised etc.
TASK - WHAT ROLE WILL THESE EMERGING TRENDS PLAY IN
YOUR BUSINESS?
The emerging trends that have been chosen to carry business in AgroTech are as follows: Apps: It is the abbreviated form of the word “application” which a software program
developed to perform direct functions by the users (Schuster, 2017). AgroTech will be
having an app which can be downloaded in mobiles. All the new offers and schemes will
be notified to users downloaded the app. Furthermore, the decision to design an app is to
enable users to have a close contact and variety of information in a handy way. Also, 5G
network are being built by scientists and engineers for providing speed in internet. It will
give a chance to provide prompt services. This will increase profit and efficiency
(Deichmann, Goyal and Mishra, 2016). Robotics: Artificial intelligence is a new thing which is gaining pace with changes taking
place in the world. This requires huge investment but worth making all since the results
are very accurate. The main reason behind choosing robotics is to provide efficient
services which will consume less time and provide desired outcomes. Furthermore, it has
replaced man power as the information stored in these help in operating it which speed up
the whole process of agriculture. There is an expanded demand of using artificial

intelligence by the farmers in Australian market. Along with this, government supports
companies having digital technologies as their assets.
 The cloud: It is a software in which all the information about business are stored. It does
not require any hard disk and every data is kept online which reduces space in which
extra cost can be blocked. This the most preferred software for maintaining details of
every transactions. It is cost effective, has enhanced security and safety which is hard to
break. Also, it is easy to use and huge information can be stored without making more
space for additional data. It will give AgroTech to have more customers by keeping their
trust as their personal details are secured with the company. Also, each transaction can be
cross checked to have confirmation so that all disputes and conflicts can be avoided (Guo
and Zhong, 2015).
TASK- EMAIL COMMUNICATION
Dear Gary Smith,
AgroTech is a company which is committed to its policies and ethics. The IT department of the
entity has traced that you, Gary Smith has been using personal IT equipment and other devices
to use company's internet for having access to social media and video chatting with friends.
Furthermore, gossips with co-workers through internal email system has also been observed.
These acts are absolutely against the protocol of AgroTech. It is unethical and such acts should
be prevented to maintain a professional environment at the workplace. Timely prevention is
required so that other staff members do not get influence to breach such code of conduct. An
employee is promoted and rewarded by us on the basis of his behaviour and attitude towards the
work and behaviour. It is also illegal in terms of law and there are punishment which could be
severe and can destroy one's career. We do not support or encourage such actions. There are
punishment for such occurrences as per the code of conduct. This is a serious breach of privacy
of the company which is considered as an offence in the organization. Following which all
enquiries have been done and completed which clearly disclosed your name. n order to
discourage happening of any of such events in future, you have been asked to step down fro m
your position and been terminated with immediate effect. Kindly follow what have been
instructed.

Richard Thomas,
HR Manager
AgroTech Pty Ltd.
Fortitude Valley, QLD, Australia
Ph. No. [phone]
TASK - CYBER SECURITY IN YOUR BUSINESS
Cyber security is termed as body of technologies, processes and practices developed with
an aim to protect computer networks, devices, programs and cyber attacks and many more.
AgroTech will be newly established company whose image and reputation will form high
goodwill. Therefore, it will be having the following cyber security measures in the business:
 Designing of clearly defined policies and procedures governing business and employees.
This is to prevent any act which is against company's protocol.
 Develop a cyber security incident response management plan as a support system for
above policies and procedures (Hedley, 2015).
 Proper training will be given to certain personnel having knowledge of Information
Technology so that they can take right actions for preventing cyber threats.
 All the computer systems, websites and other devices will be kept in updated versions so
that security can be improved.
 There will be efficient back up of vital data and information on a routine basis for having
a check on breaches regarding systems.
These measures will help in keeping systems free from viruses and cyber attacks that can cause
huge financial and other losses (Liakos, K., and et. al., 2018). There are many acts which have
been implemented by Australian Government to ensure there is no breach in the privacy which
will be compulsory for AgroTech to complied with. Cyber security is very important as every
one is concerned about their personal information being leaked online which can be misused.
Thus, an entity is treated ethical who follows all the laws, rules and standards in words with true
intention.

TASK - USING DATA SETS TO ANSWER YOUR BUSINESS QUESTIONS
The company will be established with a view to become a leader in digital agriculture
services. It a new concept which is being followed by many other entities in order to earn profit.
This contributes to enhanced competition which will make it difficult to survive. There should be
all resources along with strategies and plans which will be implemented in the organization for
sustaining in the long run. Along with this, this dataset is chosen because it has all answers of
number of doubts and questions (Jayaraman, P.P., and et. al., 2015). The data provided by
Australian Government disclose that digital agriculture will be boosted because of technologies
being used. There will be low damages to environment which will increase the quality of soil,
crops and other related areas. This in turn will make farmers to have services of AgroTech used.
However, to survive in this industry, it will have to keep expanding its business in order to have
survive in the competition. Without such strategies, there will be no chance to have long term
existence. If the AgroTech has invested so much funds in it should have adequate return so as to
recover expenses and make profit which will be used in more productive areas.
CONCLUSION
From the above report, it has been concluded that business is important for economy and
wherein innovative ideas are developed. Every individual has certain ideas which are converted
into business enterprises for making products and services that will fulfil l the requirements of
customers. Digital agriculture is a new concept that offers huge opportunities in the world of
digital disruption. Strategies and policies should be formulated to attain objectives efficiently
with the help of advanced technologies.

REFERENCES
Books & Journals:
Babcock, L. H., 2015. Mobile payments: How digital finance is transforming agriculture.
Bronson, K. and Knezevic, I., 2016. Big Data in food and agriculture. Big Data & Society, 3(1),
p.2053951716648174.
Chabbi, A., and et. al., 2017. Aligning agriculture and climate policy. Nature Climate Change.
7(5). p.307.
Deichmann, U., Goyal, A. and Mishra, D., 2016. Will digital technologies transform agriculture
in developing countries?. The World Bank.
Guo, T. and Zhong, W., 2015, August. Design and implementation of the span greenhouse
agriculture Internet of Things system. In 2015 International Conference on Fluid Power
and Mechatronics (FPM) (pp. 398-401). IEEE.
Hedley, C., 2015. The role of precision agriculture for improved nutrient management on
farms. Journal of the Science of Food and Agriculture. 95(1). pp.12-19.
Jayaraman, P.P., and et. al., 2015, April. Do-it-Yourself Digital Agriculture applications with
semantically enhanced IoT platform. In 2015 IEEE Tenth International Conference on
Intelligent Sensors, Sensor Networks and Information Processing (ISSNIP) (pp. 1-6).
IEEE.
Liakos, K., and et. al., 2018. Machine learning in agriculture: A review. Sensors. 18(8). p.2674.
Schuster, J., 2017. Big data ethics and the digital age of agriculture. Resource Magazine. 24(1).
pp.20-21.

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