International Business Management

International Business Management

AGRIUM INC. IN INDIASubmitted to: Submitted by:Professor Tony Koleoso Prashant Shukla Student Id: 4232393EXECUTIVE SUMMARY

The following marketing plan forms the basis for the introduction of an innovative new product (time release fertilizer) to India, by the Agrium Corporation. The analysis based on this plan allows us to come up with the best possible strategies that should be followed to achieve the companys goals. Agrium agricultural products will be marketed as a unique functional fertilizers and pesticides, that will reinforce the companys status as a global leader in innovation and successful product launches in general, and in India in particular. Where they have a huge competitive advantages, as it will be detailed and outlined in this marketing plan. The marketing strategies will enable Agrium to reach a market size of an estimated 1.3 Billion people (eventually) starting in the Punjab and Uttar Pradesh region as the first launching pad, also known as the back bone of Indias agriculture, with a forecasted sales growth upwards of a Billion US dollars, in the next year. While still maintain the highest quality known to farmers (the end consumer) ever. Success will be reflected and measured by the sizable capture of the market share, within the Indian peninsula, while strategically carrying the company up to the top spot, as the market leader in the agriculture sector.CORPORATE PROFILE

Agrium Inc. is a major Retail supplier of agricultural products and services in North and South America. It is also a leading global Wholesale producer and marketer of all three major agricultural nutrients. Agrium Inc. is a premier supplier of specialty fertilizers in North America because of their Advanced Technologies business unit with a market capital of over $ 15 billion US Dollars.

The company attained Evergro Canada, which runs more than six distribution, blending, manufacturing and distributor of horticultural and professional turf products in Western Canada. Agrium is well suited to profit from the strength of the agriculture market, because Agrium's three business units are among the worlds largest:1) Agriculture retailers2) Wholesale manufacturers and distributors of crop nutrients; and3) Producers and innovators of controlled release nutrient technologies.Agrium continues to find ways to make its workplace a great place to work and this is the reason that the number of their employees has increased to more than 14000 over the years.MISSION STATEMENT

MissionAgriums mission is to be one of the worlds leading providers of ingredients for growth by creating value for each stakeholders group.

VISION STATEMENT

VisionAgrium is keen to make an increasingly possible impact on its stakeholders and simultaneously helping to feed the World with responsibility.COMPETITIVE ADVANTAGE

Agrium is the largest global agriculture products retailer. It is the world leader in innovative, controlled-release fertilizers. Apart from that, Agrium is also a major global fertilizer distributor. About 80% of the cost of manufacturing of nitrogen fertilizer, Agriums primary product, is represented by natural gas.

Agrium has a real competitive advantage because natural gas is not easy to transport and its new production in North America makes it cheaper in Canada without any impact on price elsewhere. Among all the major fertilizer producers in the World, Agrium seems to be in a best position to benefit from falling prices of natural gas.

Its retail business units provide agricultural crop input products and services across different continents and all over the world. Agrium products meet and exceed international standards including our target market India. The Agrium name is well known globally and synonymous with quality and value.Victor J. Schuzack(Board Chairman)

David Everitt

Russell K. Girling

Russell J. Horner

David J. Lesar

Dr. Susan A. Henry

John E. Lowe

Derek G. Pannell

The Honourable Anne McLellan, P.C.

Ralph S. CunninghamFrank W. Proto

Mayo Schmidt

Michael M. Wilson(President & CEO)

Stephen G. Dyer(Executive VP & Chief Financial Officer)

Leslie ODonoghue(Executive VP, Corporate Development & Strategy & Chief Risk Officer)Charles V. Magro(Executive VP, & Chief Operating Officer)Richard L. Gearheard(Senior VP and President, Retail Business Unit)James M. Grossett(Senior VP, Human Resources)Andrew K. Mittag(Senior VP and President, Agrium Advanced Technologies Business Unit)Ron A. Wilkinson(Senior VP and President, Wholesale Business Unit)Eric Miller(Senior VP, Chief Legal Officer)Patrick J. Freeman(VP, Corporate Development & Strategy)Kevin R. Helash(VP, Retail Canada/Pacific NorthWest Region) Angela S. Lekatsas(VP & Treasurer)Susan Jones(Vice President, Marketing & Distribution)Thomas E. Warner(Vice President, Retail East Region)Fredrick R. Thun(VP & Corporate Controller)Gary J. Daniel(Corporate Secretary)MANAGEMENT AND HUMAN RESOURCESAgrium Inc. Organizational ChartMARKET ENTRY STRATEGY

PESTLE Analyses

A. POLITICAL / GEO / DEMOGeographical settingLocationClimatePolitical SystemPopulation and demographics

B. ECONOMICEconomic statistics and descriptionsStability of CurrencyTransportationCommunication systems

C. SOCIO / CULTUREHofstede Cultural Dimensions AnalysesReligionsLanguageDaily life of Indian people and their lifestyle

D. TECHNOLOGICAL

E. LEGALCanada- India Free Trade Agreement NegotiationsMembershipsWTOUnited Nations

F. ENVIRONMENTAL (Competitive)SWOT ANALYSES

Strengths (Internal)NitrogenDiversityProlific investmentFinancially soundCompetitive strengthsImpressive earning leverage

Weaknesses (Internal)Low dividendMissing out on nitrogen

Opportunities (External)Global demand

Threats (External)Macro challengesFierce competitionPolitical threatsMARKETING STRATEGY

Product

a. Marketing Objectives penetrate Indian agriculture market because of huge opportunities that lies there. Inform target audience about features and benefits of the Agrium fertilizers. acquire big market share in Indian fertilizer market.b. Product StrategyCompetitive AdvantagePackaging

B. PricingPricing PolicyPricing Strategy

C. Promotion StrategyAdvertisingSponsoring games

D. Distribution Strategy (Macro)Documentation RequiredDistribution Strategy (Micro)Distribution Channel Chart

FINANCIAL OVERVIEW

Sales ForecastMarketing BudgetIncome Statement

Risk Management

Competitive riskGovernment RegulationsCapital Risk

WORKS CITED

2013, I. D. (2014, april 15). India Demographics Profile 2013. Retrieved from india demografic profile: http://www.indexmundi.com/india/demographics_profile.html

agency, a. a. (2014, april 15). services. Retrieved from advance advertise agency: http://advanceads.in/index1.html

Agrium. (2014, april 15). Agrium annual information form. Retrieved from pdf file: http://www.agrium.com/includes/487934_Agrium_AIF_Website.pdf

Agrium. (2014, april 15). Agrium board of directors. Retrieved from board of directors: http://www.agrium.com/governance/board_of_directors.jsp

Agrium. (2014, april 15). agrium. Retrieved from The People Behind Agrium: http://www.agrium.com/careers/the_people_behind_agrium.jsp

Agrium. (2014, april 15). agrium . Retrieved from key contacts: http://www.agrium.com/includes/January_2012_Roadshow.pdf>.

Bharatonline.com. (2014, april 15). communication in india. Retrieved from communication in india: http://www.bharatonline.com/travel-tips/communication.html

Borders, I. C. (2014, april 15). Indian Coasts and Borders. Retrieved from indian cost and borders: http://www.indianchild.com/indian_coasts_and_borders.htm

APPENDIXThankyou