International Business Management

AGRIUM INC. IN INDIA

Submitted to: Submitted by:
Professor Tony Koleoso Prashant Shukla
Student Id: 4232393
EXECUTIVE 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 retailers
2) Wholesale manufacturers and distributors of crop nutrients; and
3) 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

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









VISION STATEMENT

Vision
Agrium 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.
Cunningham
Frank 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 RESOURCES
Agrium Inc. Organizational Chart
MARKET ENTRY STRATEGY

PESTLE ANALYSES

A. POLITICAL / GEO / DEMO
Geographical setting
Location
Climate
Political System
Population and demographics

B. ECONOMIC
Economic statistics and descriptions
Stability of Currency
Transportation
Communication systems

C. SOCIO / CULTURE
Hofstede Cultural Dimensions Analyses
Religions
Language
Daily life of Indian people and their lifestyle


D. TECHNOLOGICAL


E. LEGAL
Canada- India Free Trade Agreement Negotiations
Memberships
WTO
United Nations


F. ENVIRONMENTAL (Competitive)
SWOT ANALYSES

Strengths (Internal)
Nitrogen
Diversity
Prolific investment
Financially sound
Competitive strengths
Impressive earning leverage

Weaknesses (Internal)
Low dividend
Missing out on nitrogen

Opportunities (External)
Global demand

Threats (External)
Macro challenges
Fierce competition
Political threats
MARKETING STRATEGY

A. 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 Strategy
Competitive Advantage
Packaging

B. Pricing
Pricing Policy
Pricing Strategy

C. Promotion Strategy
Advertising
Sponsoring games

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




FINANCIAL OVERVIEW


Sales Forecast
Marketing Budget
Income Statement


RISK MANAGEMENT


Competitive risk
Government Regulations
Capital 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


APPENDIX
Thankyou