The Success Drivers in the Agricultural Market in

The Success Drivers in the Agricultural Market in Kazakhstan Based on an example of BUHLER AG By Karim Zhansagimov Summary Results Agricultural industry is a very important segment of the economy of Kazakhstan. And it is important for all market participants to explore the characteristics of the activities and means of promotion of the complex industrial production in the agricultural market of grain processing in Kazakhstan To carry out such a study the paper analyses the current state of the market and its participants. The aim and purpose of the work is determined. The method is carefully selected and executed. The results are properly analysed and discussed. The conclusion about the significance of the work is drawn. Background • A lot of different industrial companies entered the market of Kazakhstan to supply industrial equipment for the processing of grain products • Buhler is a specialist and technology partner for plant and equipment and related services for processing basic foods and manufacturing high-grade materials. . • There a small number of firms that continue to work actively and are quite successful in the complex market of Kazakhstan. One of these firms is Buhler. Method Introduction Objectives: • To detect and analyse Buhler Group’s success drivers in Kazakhstani agricultural market. . Purpose: -To determine the specific characteristics of the suppliers of complex industrial products for processing of agricultural products to promote their goods on the market of Kazakhstan and the reasons for reaching positive results. on an example of Buhler. RESEARCH POSTER PRESENTATION DESIGN © 2012 www. Poster. Presentations. com This research can be divided by two stages. • For the first one primary sources were used: interviews and observations. This explanatory research was made at the Buhler Group office in Almaty and Astana, Kazakhstan. • Interviews were conducted with the President of the Union of grain processors and bakers of Kazakhstan and with both Representatives of the Buhler group in Astana. and Almaty • For the subsequent stage of this research, information was summoned up from secondary data sources through libraries in Bath and Almaty also with the support of the Internet. This includes electronic books, journals, articles, official reports and websites etc. The agro-industrial complex is one of the most important components of the national economy, which also possesses a huge potential. • Costumer Analysis. • The large enterprises and plants are the main priority for Buhler Group, but Buhler actively works with all types of firms • Competitor Analysis. There a lot of firms from different countries on the market of Kazakhstan, but Buhler independently makes all range of the necessary equipment and doesn't need cooperation with other manufacturing firms for a customer project implementation of any complexity • Advertising. Unique features of Buhler’s advertising are related to unique features of a specific product or technology. Buhler always lists not only a description of machinery and its technical characteristics, but also its advantages • Personal Sales. Personal sales allow not only for Buhler’s sales growth, but also for a more rapid reaction to market fluctuations, expedient research and development for new technology and machinery, and fast adaptation of its products to buyers’ needs. • PR. Buhler focuses on projecting a reliable reputation among business circles, building trustful relations with its partners, investors and financial institutions. • Direct Marketing. Buhler uses a CRM system for interacting with customers; the system contains database for clients, decision makers, background, current situation and next steps of the sales representative, and an automated generation of advertising newsletters and PR information » Success drivers and Advantages of Buhler Group above others is that it develops technologies and makes fully complete equipment for all these directions and stages of agribusiness. Buhler not only provides a regular machinery services, but also uses its own service methods. Comfortable, stable terms of delivery, reliable equipment, quality service support and trust to the supplier. All provided by Buhler Discussion and Conclusion • Priority is given to public relations and direct marketing, i. e. the means that develop a good image, build trust and company reputation. However, the main sales promotion tool in industrial market is personal sales. • In regards to the purchase of agricultural equipment it is immensely important to build the trust between the customer and the seller, but not least importantly the customer should be sure that throughout the useful life of the equipment he bought, he would be given a fair service. • Buyers of such a complex industrial products is much more interested in the number of parameters and characteristics of the product, financing conditions and purchase, delivery, installation of equipment, the nature of work and the reliability of operation, availability of after-sales service and ongoing support. • These specific features of the promotion of industrial production confirm the need for the development and the special plans of the marketing and promotion in such cases. Buhler operates in this market for 20 years and its success is mostly built on trust between the seller and the customer. Indeed, many of the customers have become personal friends of the Buhler employees, which make the purchase of the competitor equipment close to impossible. • These results can be useful for other suppliers of complex industrial products for processing of agricultural products both in Kazakhstan and in other countries with similar conditions in the market.