Abstract
Conviron is a Canadian company dealing with manufacturing agricultural produce growth chambers. The company needs to utilize the trade relationship between Canada and China to enter the Chinese market, one of the largest global markets. To achieve this, Conviron must observe three market intelligence to penetrate the Chinese market; competitive, market, and product intelligence. From this report, the recommended areas of conquest for Conviron to be successful in the Chinese market are capturing the ignored market segment, which is the largest market for agricultural growth chambers, to major on the high-end and high-class customers such as biotech companies who are dealing with food production and environmental sustainability, government agencies and to learning institutions. Lastly, by penetrating the market with a suitable, convenient, and affordable range of products that gave good product yields.
Keywords; plant growth chamber, smart agriculture, food safety, market intelligence, competitive intelligence, product intelligence, Chinese market, trade relationship.
Introduction
The trade relationship between Canada and China has grown rapidly over 2021. The export from Canada to china have been higher since 2018, and the growth in china exports to Canada has seen the highest record over the past ten years. The international trade trends and trade relationships in other countries were significantly impacted by the COVID-19 pandemic, but this has been different for the trade trend between China and Canada. The trade growth between Canada and China has outmatched the total trade growth between Canada and other countries clamped together by 2021. However, the low trade growth pattern between Canada and other countries has been pegged to post-pandemic impact on trade which did not affect Canada-China trade growth and relationship.
Due to this strong trade relationship between the two countries, The Canada Trade Commission has taken advantage of the situation to create opportunities for its companies soring in different sectors such as cleaning technology, health, science and innovation, engineering, automotive, agriculture, mining, education, agro-food among other sectors. Among these sectors and the greatest trade opportunities, Canada’s trade strength is primarily tourism, innovation in aerospace transportation, and in information and communication technology. The commission majorly analyzes trade opportunities in china and observes trends that can easily strike better relationships and benefit Canada by building businesses and creating opportunities and markets. Other relations that the commission focuses on are managing the existing relationships, trade policies, economic policies, market corporations, and immunity to regulations. Conviron is a Canadian company dealing with the manufacture of agricultural produce growth chambers. The company needs to utilize the trade relationship between Canada and China to get into the Chinese market, one of the largest global markets. To achieve this, Conviron must observe three market intelligence to penetrate the Chinese market; competitive, market, and product intelligence(Dey & Campaigner, 2017). From this report, the recommended areas of conquest for Conviron to be successful in the Chinese market are capturing the ignored market segment, which is the largest market for agricultural [rice growth chambers, to major on the high-end and high class customers such as biotech companies who are dealing with food production and environmental sustainability, government agencies and to learning institutions. Lastly, by penetrating the market with a suitable, convenient, and affordable range of products that gave good product yields.
Market Intelligence
Conviron market intelligence is on agricultural technology. The company owns an agricultural tech facility that majors in growing plants using agricultural research. The company is globally recognized as the largest manufacturer of plant-controlled rooms and chambers and has been the largest global supplier to biotech companies that deal with food production and environmental sustainability, government agencies, and to learning institutions. In light of market intelligence, Agriculture and Agri-food Canada invested over eight hundred and sixty million dollars in a food and agriculture solution innovation program in Canada, majoring in vertical farming. This smart farming program has strengthened Canada’s market position and its preference policy. The new technologies and policies in agricultural development are opening the world to new opportunities with the new developments in human tastes and preferences. China being one of the global markets, the COVID-19 outbreak made china the biggest potential market for smart agriculture products for Conviron. Since the Chinese government, just like other countries, restricted movements, and people had to seek other grocery options. Conviron must size this an opportunity to penetrate the market to sell indoors or sizable plant growth chambers that would allow families to grow their crops and sell surplus produce to the agricultural markets or as exports.
Competitive intelligence
Competitive intelligence is about outshining competitors. For Conviron, it had to identify the type of customers to who they would be selling its products. Conviron growth chambers market are the high-end customers such as biotech companies who are dealing with food production and environmental sustainability, government agencies, learning institutions, and farmers who are on modern farming technics. However, the existing similar products in the market targets different consumers who are made up of low-end and middle-class customers, giving Conviron a competitive advantage. The competitive intelligence in Conviron plant growth chamber products is to improve the available features to be more appealing and convenient to customers, such as improvement of appearance, productivity, yield, and convenience for users. The greenhouse and agricultural authorities have provided new requirements that are needed for the enhancement of vertical agriculture, and all these requirements favor Conviron (Wang et al., 2016). These requirements mention affordability and convenience, which form the core values of Conviron. The company can seize the opportunity and use it as a competitive advantage by building products that abide by the prerequisites given at affordable costs to penetrate the market.
Product intelligence
During the COVID-19 outbreak, china is among many countries which put regulations and measures to reduce the spread of the virus. Among the restrictions were movements. Restricted movements lead to difficulty in physical shopping. Customers developed new requirements, such as the need for food safety due to fear of the unknown. The government and the people needed an easy way out, like methods to grow crops at home. Most people wanted to venture into agriculture and grow their own food at home with little knowledge of agriculture (Mitchell, 2022). Conviron could use such opportunities to capture the market since its products are easy to use. Therefore, Conviron would reduce the learning cost and increase output while capturing the market at the same time.
Conclusion
In conclusion, from the report, we have identified Conviron’s strengths based on competition, market, and product intelligence and how the company can use this e-intelligence to strengthen market base both in China and Canada. Canada should take advantage of all the available opportunities to get into the Chinese market, one of the largest market globally. COVID-19 outbreak, for example, opened many sectors to the global market. Conviron could use the pandemic to provide for the demand created since many countries imposed movement restrictions. People needed agricultural products but the produce were low especially for imported products which could not move due to movement restrictions. Conviron could seize the opportunity by following the required prerequisites by the agricultural and greenhouse authorities. Conviron should observe; competitive, market and product intelligence to penetrate the Chinese market. From this report, the recommended arears of conquest for Conviron to be successful in the Chinese market are capture the ignored market segment which is the largest market for agricultural growth chambers, to major on the high end and high class customers such as biotech companies who are dealing with food production and environmental sustainability, government agencies and to learning institutions. Lastly, by penetrating the market with a suitable, convenient, and affordable range of products that gave good products yields.
Reference
Dey, S., & Campaigner, T. (2017). Submission to the Canada-China Trade Consultations Global Affairs Canada.
Mitchell, C. A. (2022). History of Controlled Environment Horticulture: Indoor Farming and Its Key Technologies. HortScience, 57(2), 247-256.
Zhang, Y., Zhang, J., Tang, G., Chen, M., & Wang, L. (2016). Virtual water flows in the international trade of agricultural products of China. Science of the Total Environment, 557, 1-11.
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