Until business deregulation in 2006, Queensland Sugar ran Australia's single desk marketing system for raw sugar exports. Since deregulation, eight of the ten Queensland sugar millers have elected to continue collective advertising through QSL. Nevertheless, several millers are threatening to leave the group and marketplace on their own.
Their primary objection would be to QSL's board structure, which is now divided equally between growers, millers, and independent directors. The case describes the evolution of Australia's sugar business; the differing interests of growers, millers, and customers; and the impact of changes in worldwide supply (e.g., the rise of Brazil as a major sugarcane and sugar company) and demand (e.g., the increased use of sugarcane for ethanol production).
Queensland Sugar Limited Case Study Solution
PUBLICATION DATE: December 14, 2007 PRODUCT #: 508038-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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