Role of a Business Development Manager - ABC Organic Case Study Assessment Answer

TASK:

Assignment – A Case Study
ABC Organic
ABC Organic (a fictional company) is one of the largest suppliers of organic milk in the U.S. Its products are mainly sold in supermarkets and grocery shops. ABC Organic produces organic milk in Ohio and also purchases the majority of its organic milk (more than 90 percent) from more than 850 dairy farms in 25 states. ABC
Organic products are certified organic by the USDA (U.S. Department of Agriculture) and marketed as free of artificial chemicals, hormones, antibiotics or genetically modified organisms. In order to use the label ‘organic’, a food product must be free of artificial food additives such as artificial sweeteners, preservatives, coloring,
flavoring or MSG (monosodium glutamate).
The global appetite for organic products is still stronger than ever. There are now approximately 43.1 million hectares of land devoted to organic agriculture across the world. The countries with the most organic agricultural land are Australia with 17.2 million hectares, Argentina with 3.2 million hectares and the United States with 2.2 million hectares. The global market for organic produce looks very healthy indeed, having increased five-fold since 1999. In 2013, global sales of organic food and drink reached $72 billion, with Europe and the United States driving 90 percent of the world's sales. Indeed, the United States has the largest appetite for organic produce by some distance with sales amounting to just under $27 billion in 2013. Germany is in second position with $8.3 billion. Demand is still strong across the European Union as a whole, with sales reaching $24.56 billion in 2013. In Australia, the retail sales reached $1.1 billion in 2013 (McCarthy, 2016). ABC Organic is eager to explore business opportunities and markets overseas. The company is considering to market their organic milk in Australia. The company believes that the consumer market for organic milk in Australia is growing. However, it is unsure how to market its products in this unfamiliar market and would like to conduct a research to understand more about it. Consequently, it decides to solicit research proposals from marketing research companies to help solve its problem.

Question:

Assume the role of a business development manager of a research company named “Insights” and develop a research proposal with an aim to solving the problem for ABC Organic.

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