Ejercicios

Australian Avocado Industry
Strategic Plan
2011 -2015

Strategic Intent
Australian Avocados Everyday for a Healthy Life!

Key Aspirations
The Australian avocado industry aspires to be:
• a growing, progressive, profitable and sustainable industry
• a leader in product, supply chain and industry development innovation
It aims to deliver to its customers:
• a consistent, good qualityproduct
• innovation and choice
• a product that is recognised and appreciated as Australian and an essential health food
So that….Australian avocados are an everyday food option / purchase.

Objectives
1.

To build a sustainable and competitive supply of Australian avocados to meet consumer needs

2.

To increase demand for Australian avocados

3.

To ensure appropriateorganisation, resourcing and management of the affairs of the Australian avocado industry to support the
development of the industry on an ongoing basis.

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Why an Industry Strategic Plan
Strategy has been described as “the direction and scope of an organisation over the longer term, which achieves advantages for the organisation through
its configuration of resources within a changingenvironment and to fulfil stakeholder expectations”.
Good strategic planning is fundamental to the success and development of any business, organisation or industry. Apart from providing a clear direction
(strategic intent) and defining the key outcomes required to advance the industry, it is important that the avocado industry strategic plan defines how these
outcomes will be monitored or evaluated.The plan outlined in this document will guide the investment of industry and government monies over the next five years. It is expected that more than $25
million will be invested into industry research and development and promotion during this period. Hence one of the roles of this document is to demonstrate
to levy payers that their money is being and will be invested in the most effectiveway to achieve growth, development and increased profitability for the
industry. Likewise the Australian government can be assured that the public monies of industry levies and Commonwealth matching funds are being
allocated wisely and are addressing government research and development priorities.
The plan will also provide a management framework for Avocados Australia, and will guide industryleadership and decision making. It will assist in
ensuring investment is targeted and delivering preferred outcomes for the industry.

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Developing the Australian Avocado Industry Strategic Plan
The following process was adopted to develop the 2011 – 2015 Industry Strategic Plan:
Step 1 – Review of 2005-2010 Plan
• An evaluation of the previous plan was undertaken to determine thedegree to which the objectives of the plan were met and to identify where
gaps existed.
Step 2– Situation analysis
• The industry situational analysis was updated and is presented in the following section.
Step 3 – Future scenario planning workshop
Included in the plan development process was a future scenario planning workshop. Although the industry strategic plan will guide industrydevelopment and investment over the next five years, it was considered important to examine possible futures of the Australian avocado industry in
the longer term. By doing so, some understanding was gained of future capacity and resilience the industry may need to realise opportunities and
mitigate risks. The future scenario planning process encouraged participants to:
•

Reflect on social,technological, environmental, economic, political and legal trends that may impact on the Australian avocado industry in the
longer term - over the next 10 to 20 years.

•

To identify ‘critical uncertainties’, that is, events or impacts that could have critical consequences (positive or negative) for the Australian avocado
industry, but where it was not certain how these might manifest in the...