Volume 16 Part 1 Article 93: Market Research as a Strategic Weapon

Volume 16 Part 1 Article 93
Year 2004
Title: Market Research as a Strategic Weapon
Authors: G.K. Seymour and M. Brownlee

Abstract:

The Australian mushroom industry has experienced spectacular growth over the last 25 years, with a particularly strong showing over the last decade. This result has been attributed to the ability of the industry to develop and implement strategic plans founded on a deep understanding of the consumer. Herein, the impact of consumers on the strategy and operational activities of the industry is described, and the outcomes and evaluations are presented. Since 1991, Agaricus production has increased by 125%; per capita consumption by 60% wholesale selling price by 30% and farm gate return to growers by 10%. Market research also has provided a tool to retain some influence in the supply chain for growers. There is little doubt that market research has provided the Australian mushroom industry with a very potent strategic weapon that has delivered positive outcomes.

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