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U.S. Department of Agriculture: Strategic Marketing Needed to Lead Agribusiness in International Trade

RCED-91-22 Published: Jan 22, 1991. Publicly Released: Jan 22, 1991.
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Highlights

GAO reviewed the Department of Agriculture's (USDA) management of marketing strategies to support its role in the changing international marketplace.

Recommendations

Recommendations for Executive Action

Agency Affected Recommendation Status
Department of Agriculture To create an organizational environment in which strategic marketing can be adopted, the Secretary of Agriculture should convene a forum of USDA trade-related agencies to develop a coordinated strategic plan for implementing the USDA management-by-objectives initiative to expand both foreign and domestic markets.
Closed – Implemented
The 1990 Farm Bill requires the Secretary of Agriculture to develop a long-term agricultural trade strategy (LATS) and in doing so, to designate priority growth markets and make individual market development plans beginning October 1991. In January 1993, USDA transmitted LATS to Congress. An ongoing GGD study of FAS management will address whether LATS meets congressional intent.
Department of Agriculture To create an organizational environment in which strategic marketing can be adopted, the Secretary of Agriculture should direct the USDA trade-related agencies to adopt a strategic marketing perspective in their mission statements.
Closed – Implemented
The 1990 Farm Bill requires the Secretary of Agriculture to develop a long-term agricultural trade strategy (LATS) and in doing so, to designate priority growth markets and make individual market development plans beginning October 1991. In January 1993, USDA transmitted LATS to Congress. An ongoing GGD study of FAS management will address whether LATS meets congressional intent.
Department of Agriculture To create an organizational environment in which strategic marketing can be adopted, the Secretary of Agriculture should encourage USDA trade-related agencies to achieve greater diversity of international agribusiness and marketing staff skills when addressing workforce planning.
Closed – Implemented
FAS has expanded its recruiting efforts to include specialists in international economics, marketing, and business administration, as well as agricultural economics. The trade-related agencies' strategic plans will include an evaluation of staff skills needed. In addition, USDA developed a Secretary's Management Agenda to monitor USDA progress in implementing this recommendation.
Department of Agriculture The Secretary of Agriculture should develop an integrated departmentwide strategic marketing plan.
Closed – Implemented
The 1990 Farm Bill requires the Secretary of Agriculture to develop a long-term agricultural trade strategy (LATS) and in doing so, to designate priority growth markets and make individual market development plans beginning October 1991. In January 1993, USDA transmitted LATS to Congress. An ongoing GGD study of FAS management will address whether LATS meets congressional intent.

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Topics

Agricultural industryAgricultural programsCommodity marketingExportingForeign trade policiesGeneral management reviewsInteragency relationsInternational tradePublic administrationAgricultural marketing