The market potential for the Ocmis travelling irrigation system in a selected agricultural district

Abstract

This research study analyses the Ocmis Travelling irrigation system market potential in the South African market. It gives insight into the irrigation market and overlooks the influences on the market and the opposition companies in the agricultural market The irrigation industry value chain will be looked at to see where there is opportunity for the Ocmis machine in the value chain. The irrigation market is a very competitive market with a broad competition field. In this study the analysis of how the competitive environment gets influenced by the competitive pressures from the irrigation sector Diagnostic models were used to evaluate the strategic management were used to set some guideline for this study Acknowledged diagnostic models in the field of strategic management were used to guide the study. PESTLE analysis will be used the identify the environment of the agricultural sector. The agricultural industry value chain will be identified by using the value chain analysis. The SWOT analysis will be explored to identify the strengths, weaknesses, opportunities and threats, and the Porter's five forces model. Primary and secondary sources where collected from the data. Two questionnaires where used to collect the data from the agricultural sector. The Data was analysed to gain insight into the agricultural sector and as well as from the users of the Ocmis Travelling system. The forces within the agricultural macro environment influence the industry according to the research that have been done. Water scarcity, climate change, population growth and land availability are some of these forces that influences the agricultural sector. From the value chain analysis, the opportunities exist that the Ocmis Travelling irrigation system must create vertical and horizonal partnerships within the agricultural environment industry. The Ocmis traveller has competitive pressures in the market form direct competitors, and also been confronted with the bargaining power of buyers. Opportunities were identified from the data that was collected, which served as recommendations for Irrigation Unlimited who is the sole Importer of Ocmis in developing its strategic plan for the future of the Ocmis travelling irrigator in South Africa.