Challenges at the North Australian Pastoral Company
Introduction.
NAPCO (North Australian Pastoral Company) which is a leading privately owned company in the Australian cattle industry. Company’s main business is high quality beef production due to its experienced manage methods relevant to its long history, about 150 years. Animal husbandry is highly depending on climate and relevant conditions, while in Australia almost all of these conditions can be satisfied which can give NAPCO a good foundation to development. Asian market is firm’s focus not only because Australia is close to it but also associated with other business issues.

External environment
Demographic
Asia and America is two major export destinations of NAPCO’s high quality beef. These area own over one forth of earth population which means they can provide giant market and requirement to company. Although these countries like China Japan and America are more likely have aging population structure, it may hardly influence the beef market due to beef is suit for everyone. Australia is surround by sea and close to Asia which means it’s easy for company to export by ship or plane. According to the income level of the target market like Japan, US, Koear and china, there are stable requirement of high quality beef and no ethic issue can impact people choose beef.

Economy
After the global economic crisis in 2008, Asian and America has get rid of the negative impact of it step by step, especially Asia. In that case, economical situation is stabilized and these countries’ citizens are able to chase high standard life which can result in they purchase better food and daily use to improve their life quality such as beef as food. Thus, it is a nice opportunity of rising of beef industry. Although, recently, the European debt crisis has some negative impact on global market and US’s economy had been