Advantages of Monsanto - Essay Example

?Answer The key competitive advantage of Monsanto is that it has global leadership position in genetically modified seeds that significantly increase not only the quality and quantity of agricultural produce but also help to ward off weeds and crop harming insects. The state of the art research and development department of the firm is also constantly looking for new creative input to ensure better yield of the crops. Its drought proof seeds are hugely beneficial for countries which are vulnerable to frequent drought like conditions. Hence, its contribution to agriculture through genetically modified seeds has enabled it to gain leverage against it rival in the industry. The farmers across the globe, especially in the under developed and developing nations like Africa and India, have been able to improve their standard of living through increased food production and revenues. In the current environment of increasing awareness regarding environment and sustainability of resources, Monsanto’s future is seriously threatened by the views and perspectives on genetically modified crops. Critics, including social activists, environmentalist, few farmers etc. believe that genetically modified seeds, despite increased yield, have grave long term consequences on the quality of soil, plants and biodiversity at large. The sustainability of natural resources is threatened through the constant use of genetically modified seeds. Moreover, as the seeds are anti-resistant to insects and help to kill weeds, this property could also have slow poisonous impact on the overall health and wellbeing of people who consume food products produced from such seeds. The growing concern of the community and social activists becomes more pertinent when seen from the wider perspective of increasing environment degradation that has adversely impacted the balance of ecosystem. It is believed that indiscriminate use of genetically modified seeds would not only spoil the quality of soil and fertility but it could also adversely impact the ground water and environment. The conservation and preservation of natural sources is vital ingredient of population dynamics because its survival is intrinsically linked to the available resources like clean air, water, food, energy etc. (Dyson, 2005). The sustainability of the same therefore becomes critical element of survival. Answer 2 As CEO of Monsanto, I would engage group of social activists and community to create awareness as to how to exploit the properties of genetically modified seeds to grow crops that would address the needs of growing population. The exemplary properties of the GM seeds are major factors that can overcome the natural disasters like drought and famine and provide the vulnerable population with quality food. The myriad environmental elements like poverty, lack of resources, education, awareness etc. have created serious problems of food security. According to FAO (2009) more than 850 million across the globe are facing food insecurity with large population in nearly 39 Sub-Saharan being under nourished. It is seen that low agricultural yield and lack of government initiatives in land reforms are important constituents that force farmers to migrate. The GM seeds can significantly contribute to the global concern of food insecurity. Engaging social activists and farmers would be mutually beneficial as it would help create awareness regarding the use of GM seeds so that ecosystem is not disturbed. If the farmers follow rotation of crops in the field with GM and non-GM seeds, the fertility of soil can be maintained. At the same time, the concern of insects and weeds becoming hardier or developing resistance to the Roundup Ready Herbicide, a herbicide that kills weeds, can be easily averted. The rotation farming is therefore hugely important aspect of farming where GM seed are used that promotes sustainability of resources and helps conservation and preservation of environment. As a CEO, I would also like to give incentives to farmers in terms of rebate and discounts on the seeds. Social activists are major group of stakeholders who have considerable power to influence public opinion. Monsanto can gain a lot if it engages social activists in its operations to inculcate the need for rotation farming amongst the farmers who use GM seeds. It would help create a better image of socially conscious firm that works for the wider welfare of the society. Answer 3 Monsanto needs to evolve market sustainability approach to incorporate strategies and innovative measures promote its well-researched biotechnology based agricultural products. In the current environment of fast advancing technology, social media and social networking sites have emerged as major tools to influence public opinion (Wilson et al., 2011). At the same time, they also provide firms with critical mechanism to promote and inculcate awareness about new issues and technology that can considerably influence different aspects of areas of human interaction. With not much awareness about biotechnology and its predictive impact on human civilization, Monsanto can exploit the huge potential of social media to market not only its biotechnology based products but also disseminate information regarding various properties of its products, especially GM seeds that can help meet the demands of growing human population. Moreover, social media has emerged as important mechanism to become more transparent and accountable thus creating a credible image of ethical organization with strong sense of social consciousness. Hence, two major social media strategies that it needs to adapt is to develop an interactive platform where it can disseminate information about its products and seek public participation as to how it can improve ad improvise its products to the wider welfare of the society. It can also interact with people across the globe through social networking sites like Facebook and twitter. People have become more informed and empowered through technology and they are better able to express their concern about social issues like environment, diversity etc. Consequently their expectations from the firms and their products and services are increasingly being linked to environment sustainability and socially responsible behaviour. Monsanto therefore must also develop marketing strategies like forging proactive relationship with local group of social activists and community for defining social goals. At the same time, it can disseminate critical information of their products to clear any doubts. Most importantly, it can be used as important tool to transfer knowledge and empower public with informed choices so that GM based food products are easily acceptable and consumed by them. Reference Case study provided Dyson, Tim. (2005) ‘On Development, Demography and Climate Change: The End of the World as We Know It?’ Population and Environment, vol. 27, no. 2, pp. 117-149. FAO. (October, 2009) Food Security and Agricultural Mitigation in Developing Countries: Options for Capturing Synergies. Available: http://www.fao.org/docrep/012/i1318e/i1318e00.pdf Wilson et al. (2011) ‘What’s Your Social Media Strategy?’ Harvard Business Review, July-August, pp. 23-25, Available: http://www.uky.edu/Centers/iwin/RTMay12/SocialMedia_article.pdf Read More