Brazil, beef, and the world trade

The following story appeared on the front page of the Wall Street Journal. A Brazilian rancher understands that business practices must change to meet local customs. He also sees that ranching is more than simply selling to the local meat packer. And he is undaunted in his quest to extend his beef sales beyond the local market because he is competing with ranches in Argentina and Australia. These are the two of the top exporters for beef in the world.

Besides the Israeli market, the rancher spotted an American trend; the desire for grass-fed beef. Later in the semester, we will meet a local rancher who also saw this trend.

This is a dead on example of market orientation in action. The rancher collected information, then created and implemented a plan. As you progress through the course try to match the Brazilian rancher's actions to the marketing principles we will discuss and read.