AcademincResearchPro: Proposal

John Deere [www.deere.com]

SUMMARY: Based in this information below, develop a memo document proposing a brand

extension for John Deere, including where (what market) that extension would be sold (again, the

focus is on critical thinking; where would John Deere products be most practical today? Consider

developing countries or, ideally, a location that is growing and is near a John Deere factory). See

additional assignment details at the bottom of this document.

Length: 1 page

John Deere Equipment was founded by John Deere in 1837 and was incorporated in 1868 as Deere

& Company. Mr. Deere started this company as a one-man blacksmith shop and it is now a

worldwide corporation that has offices in more than 160 countries and employs more than 46,000

people. John Deere is one of the oldest industrial companies in the United States and it is guided by

the original values of quality, innovation, integrity, and commitment that John Deere instilled at the

beginning.

The business strategy of John Deere, in the employees’ handbook is: “We aspire to serve customers

distinctively — those linked to the land — through a great business, a business as great as our

products.

“To achieve this aspiration, our strategy is: Exceptional operating performance; disciplined growth;

high-performance teamwork; cooperation with the customer and dealer. Execution of this strategy

creates the distinctive ‘John Deere Experience’ that ultimately propels a great business and, for all

with a stake in our success, delivers...Performance That Endures.”

The company consistently strives to give its stakeholders the maximum value for their money by

continuous improvement and growth in all sectors of the company. The company is organized into

four manufacturing divisions:

 Agricultural Equipment – products for farms

 Commercial and Consumer Equipment – equipment related to lawn and ground care,

residential needs, golf and turf, and commercial operations

 Construction and Forestry Equipment

 John Deere Power Systems – products involved with developing engines for other John

Deere products.

Products and Services: John Deere, with the help of its many subsidiaries, is involved in the

manufacturing, distribution, and financing of a large and complete line of agricultural equipment.

The product line also includes a very broad range of forestry and construction equipment, and

various other consumer and commercial equipment.

Other features of the company include the provision of credit and managed health-care plans for

other businesses and also for the general public.

Marketing: The products of John Deere are marketed throughout the world via a large network

that consists of many independent dealers, which are supported by a decentralized marketing

organization.

These dealers have their offices in many countries such as Argentina, Australia, Brazil, Canada,

China, England, Finland, France, Germany, Italy, Mexico, South Africa, Spain, Switzerland, the

United States, and Uruguay.

Manufacturing: The factories for John Deere are located in Argentina, Brazil, Canada, China,

Finland, France, Germany, India, Mexico, New Zealand, The Netherlands, South Africa, Spain,

Sweden, and the United States.

Research & Development: Research and development has always been one of the key interest

points for John Deere as the company is known to have invested heavily in new products and new

technologies in order to meet new markets and customer demands.

The various areas of R&D include activities for support of current product, the development of new

products and extensions of existing product lines, and also for the search for new product-oriented

businesses. Many of the factories run by John Deere have a product engineering department whose

responsibilities include the design and development of new and existing products.

Diversity: Deere & Company considers diversity to be a vital part of the company’s core mission

and goals. Deere & Company believes in building a vast and great network; one that would strive to

cater to all the various stakeholders, including the consumers, the employees, shareholders, business

partners, and communities all over the world.

Since Deere & Company is a global company with its offices and production factories situated all

over the world, it has a very large responsibility to all its international stakeholders. More than

20,000 of this company’s employees reside outside the United States, and 45% of the total sales

realized come from outside North America.

Deere continues to expand its production and products worldwide and is making its presence

known in various new markets all over the world. This also means that new and diverse employees,

suppliers, and business partners from various ethnic, social, and cultural backgrounds have to be

continuously incorporated in the business strategy of Deere so that the company is able to remain

the market leader.

For this to happen, the company’s executives have to continuously hire people from diverse

backgrounds so that they can better deal with the needs and expectations of the company’s

customers.

Parameters (Focal Points) of the company’s expansion goals.

Based on the points discussed above, it is imperative that strategies be developed that will address

how Deere & Company can grow in new markets such as parts of Asia and South America.

Using R&D, manufacturing and marketing, Deere & Company wishes to expand:

(1) Product Diversification

(2) Technology

(3) Quality

(4) Innovation

(5) its commitment to all Employees

(6) its Commitment to the Communities in which a factory or office is located and/or

where the company has a sizable “footprint” (market presence)

(7) Emphasize why “Nothing runs like a Deere” through expanded advertising throughout

new markets

ASSIGNMENT:

Using Critical Thinking, determine and develop the following:

A. Decide on a new product – a brand extension or a whole new category or expand in an

existing category – for John Deere to develop.

B. Decide on a market - pick a new market where John Deere should go (see above) and

develop an idea on how to reach that specific country or audience

C. Develop a memo as the Chief Marketing Officer for the company briefly discussing the

proposed new product and proposed new market. Include comment on John Deere’s

commitment to new communities to which the company plans to expand through a new

international non-profit organization designed to help local residents. This is intended as a

“goodwill” effort in an attempt to build national attention to the company’s willingness to

be a good corporate citizen. (For reference, visit www.deere.com/citizenship.)

Remember, as listed above, the company is known for innovation and quality, so think

about those factors when working on your document.

Length: 1 page.