Different ways to assure the continuity of the business

Abstract

As a summary of the Master’s Thesis, it can be pointed out that the vegetable market counts with many competitors but Agrotomy keeps a competitive position within the sector due to the existence of 3,000 hectares of crop fields, automated production system, total irrigation and fertilization systems, experienced personnel in all departments and different European certifications. All of these resources and capabilities allow Agrotomy to be strong and keep growing every year. However, it cannot be denied that the company has some problems that have to be solved after analysing its situation by using the PESTLE analysis and the SWOT analysis. Some of these problems are a lack of communication within the departments, too many competitors in the area, high rental costs or only one main customer. The main problem is having the 90% of the business focused on Tesco as it is the riskiest issue for the company. For the purpose of sorting the main problem of Agrotomy, it has been used a marketing tool called the Ansoff Matrix. From this Matrix, it has been confirmed that the best solution for the problem is to develop a strategy called market development strategy. This means that Agrotomy will try to sell the same products into new markets. In order to develop this strategy, it has been necessary to study two different countries to see which one is the best option to introduce the existing products. For that reason, Germany and the Netherlands have been investigated. Finally, a marketing mix must be executed by Agrotomy to decide which products will be sold into the German market, the prices and how they will be introduced. Also, the company could use some advertising or sales promotions to let potential customers know these products in Germany and it would guarantee the success of Agrotomy.