INTRODUCTION
As a person with experience knowledge of rice farming in Australia, the author has always brought up to his superiors the viability of strategy formation regarding its analysis and at times fail to understand the reasons or logic behind certain strategic implementations imposed on it.
By delving into this project paper, the author intends to have better insights into how rice consumption behaviour in Australia is thought up, formulated and then interpreted. The author hopes to have an in-depth understanding as to how the changes in customer eating out rice behaviour and their impacts enables the country to compete effectively and profitably in this era of internationalization where competition is extremely intense.
In order to reinforce the learning objectives, two key focal issues were focussed upon i.e. innovation and diversity. Innovation was discussed with regards to the rice consumption behaviour in Australia where it was renowned for its developmental capabilities to constantly innovate. Diversity came under strategic thinking and formation as the author considered the diverse culture, political climate, economic surroundings, social environment, technological settings, government policies and legal systems of Australia in order to better understand the rice consumption behaviour in Australia.
Rice farming in Australia has blossomed over the years because of the efficient and effective implementation of the faming strategies and tasks necessary to gain abundant rice harvests. Rice farming in Australia focuses on the careful management of the farming processes involved in the production and distribution of rice.
More often than not, small rice farms in Australia don't really have the capabilities to implement efficient rice consumption behavior studies. Instead, these rice farms engage in activities that various schools of agriculture typically associate with consumption behavior. These activities include the monitoring of rice, rice development, production and distribution.
However, consumption behavior deals with all operations done within rice farms and plantations. Factors such as the alternative eating habits, the emerging trends, logistics and evaluations are often related with consumption behavior. A great deal of emphasis lies on the efficiency and effectiveness of processes. Therefore, consumption behavior includes the analysis and management of internal processes.
Rice farming in Australia will be the model entity that will be used in this research based on their history in consumption behavior.
Rice Consumption Behavior
A. Alternative Eating Habits
Gone are the days when Australians work on their desks for eight hours a day. Today’s employees want to become as productive as possible while in their offices and interact with different individuals and groups in different settings. The technological advancement in genetic engineering among a variety of rice has allowed workers and employees to access quality and healthy rice products in an instant. Because of this rigorous and hectic schedule of employees, it became imperative for them to indulge in healthy meals with rice as a staple food to help them ease the pressure after every day’s work.
B. Customer Eating-out Behavior
Normally, customers typically choose the best quality of rice based on two (2) main factors:
Convenience
The Australian rice farm’s dedication to quality for almost three generations now has led to the satisfaction of millions and millions of its customers worldwide. Australian rice of the medium grain Japonica variety was produced by a group of people who pursued the best quality and craftsmanship in terms of rice farming. The Australian rice that its customers and citizens eat today is still being produced using nothing but the original and unparalleled farming strategies discovered three generations ago by the Australian farmers. Its mild sweet taste, fresh aroma, bright color and clarity is obtained by using only the purest planting materials without risks of insecticide and pest infestation.
Health
The raw materials in the farms used in the production and harvesting of Australian rice are able to meet the high quality standards and specifications. The packaging materials where Australian rice is sold are also being subjected to strict quality standards. In line to the Australian farm’s policies in rice safety, appropriate measures are taken in the milling process of Australian rice and all of its brands to prevent the possible contamination. Australian farms implement the principles of the HACCP (Hazard Analysis and Critical Control Points) system as a testament to their dedication to quality.
Implications for Pricing
Rice farms in Australia bases its rice pricing strategies on several key trends that continuously shape the global marketplace of rice. One particular trend is labeled as “premium-tization”. This phenomenon causes the polarization of different rice markets. This would then trigger the consumers to demand and pay much higher prices for perceived rice quality. However, discounting in prices of rice is also simultaneously taking place, therefore squeezing out the middle range. More often than not, rice farms undergo internationalization which leads to a tighter squeeze for shelf space. This will in turn leave them as winners. It is for this reason why Australian rice farms value the “premise sector” so much because this would allow consumers can to try their brands at low risk and price.
In terms of market segments, premium and specialty brands of rice in Australia have a disproportionate share of volume growth at an estimated 4-5% per year, as against the 2-3% overall growth rate. These rates come up as a result of both the rise in GDP among developing rice markets and consumer demands for higher value propositions, which is obviously dominated by international brands. Therefore, Australian rice farms have to increase its portfolio and operate globally to overcome the home market. Australian rice farms practically operates on a relatively fragmented market, with other rice farms accounting for 22% of global rice volume five years ago and only about 28% today.
Improving the Production and Distribution of Rice in Australia
Rice farms in Australia have been able to maintain their reputation as one of the world's leading rice producers for more than 130 years now. They are able to face the challenges in many of its markets directly. This is made possible by the effective production and distribution strategies aimed to deliver not only profit growth, but also on building down the foundation of rice in Australia.
The production and distribution strategies of Australian rice farms are focused mainly on driving the growth of its rice and improving the farm’s financial performance. These strategies have also helped secure significant acquisitions and partnerships. And more importantly, these strategies have led to the release of the potentials of the Australian rice farm’s farmers, thus building a quality performance- based culture.
The production and distribution strategies of Australia’s rice farms are practically reinforced by the local employees themselves. These moves certainly allow the rice farms to improve even more without the costs of introducing new technologies. These efforts have resulted in increased financial gains for the rice farms in Australia and have allowed the establishment of distribution networks for Australian rice.
Emerging Trends
Australia is in a great position to solidify its dominance of the premium segments in rice markets under its control. There is a strong possibility that in the long run, the sizes of the premium segments in each market will grow continuously in proportion to the total rice market. Australian rice farms should continue its consistent investment level to such programs to maximize the opportunities for the Australian rice brand in the future years ahead.
CONCLUSION
The results of the analysis carried out on the rice farming of Australia indicated very significant effects, even amidst the threats of unrest. Therefore, we could conclude that the rice farming in Australia could still be expected to improve faster than average.
The review of the rice consumption behavior in Australia revealed very little inconsistencies regarding the farming strategies of Australian rice farms. This is coherent with their traditional inside-out approach. However, the need to reconcile both the inside-out and outside-in approaches becomes imperative now for the Australian rice farms.
The analysis among the implications of pricing as well as the improvement in the distribution and production of Australian rice revealed certain gaps, most of which are biased towards the environment. However, these gaps paved the way towards determining a number of recommended strategic options to secure the competitiveness of Australian rice.
Also, the Australian farms have to find a balance between adherence to internal forces within the management and to the changing forces of the environment in order to implement such strategic options.
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