Global market: ready to pop

Article Abstract:

The Agricultural Alumni Seed Improvement Association, Inc. (Ag Alumni) chose to stick to the basics of business in taking on the risks involved in establishing its sales operations worldwide, stated Ag Alumni president Jerry Conner. Conner stressed that a firm should start out by offering an excellent product with a dedicated distribution system. Conner added that the company should then commit itself to customer service since the client wants to reap success using the company's product. In addition, Ag Alumni hurdled various legislations and shouldered taxes integrated into the seed industry of other countries.

Strategy & planning, Company Planning/Goals, Grains, Oilseed and Grain Farming, Marketing/Advertising Methods, The Agricultural Alumni Seed Improvement Association, Inc.

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Genetic enhancements to dominate seed and chemical markets

Article Abstract:

The chemical programs for herbicide-tolerant soybean seed, which will be sowed in 80% of US soil by 2007, is expected to make up 77% of the herbicide market, according to data produced by Kline & Company, Inc. and Doane Marketing Research, Inc. The study showed that herbicide acquired for use on genetically altered soybeans should surpass an unprecedented 50% of total herbicide acquisitions in 1999. The herbicide market is also projected to decrease in value by around 14% by 2007. The 18 leading soybean chemicals in 1996 are also expected to stay within the 20 leading soybean chemicals in 2007.

Science & research, Soybean Farming, Soybeans

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Strategic communications clear path for sales gains through merger maze

Article Abstract:

Novartis Seeds relied on a well-designed communications plan to improve sales after it launched new Bt corn hybrids into the market amidst competitive pressures and the merger of Northrup King Co. with Ciba Seeds. The integrated marketing plan was composed of direct marketing, sales promotion, advertising, and public relations. Northrup King public relations manager John Gering indicated that the firm relied heavily on farm media to help educate corn producers regarding the advantages of Bt technology.

Corn, Corn Farming, Novartis Seeds

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