Vegetables Business Plan

From a grower perspective, marketing may be defined as the total system of business activities designed to plan, price, promote and distribute products/services that satisfy the wants/needs of potential/present customers, while achieving the business objectives.The major emphasis in this definition is the customer, first and foremost.General categories that need to be investigated include: (1) financial resources and capabilities; (2) the facilities available to the firm; and (3) strengths and weaknesses of the business (see Table 1).

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Thus, successful marketing depends on developing a thorough marketing plan that outlines how to supply the produce reliably, consistently and at a profit.

In a state as large and diverse as Texas, it is impossible to develop a general marketing plan that would apply to all organic growers because management skills, market opportunities and resource availabilities vary considerably in each area of the state.

The first step in the process is to analyze the current marketing situation (sometimes referred to as a market opportunity analysis).

Marketing objectives cannot be determined before an assessment of where the operation presently stands in its total marketing environment is carried out.

Thus, step-by-step guidelines are presented which can be used to develop an individualized marketing plan.

The planning framework presented in this paper (see Figure 1) represents an application of the total strategic marketing planning process.

After segmentation, certain target market options exist for the firm: In the case of organic produce marketing, it is probably best to employ the second option and target two or three segments including a primary market, a secondary market and a salvage market.

The primary market is the market in which the organic grower would like to compete.

Major categories to be investigated here include: (1) environmental constraints; (2) market conditions; and (3) an analysis of competitors (see Table 2). Internal information gathered In the situation analysis Target Market Selection Once possible organic markets have been segmented (Table 2), the task at hand becomes one of deciding which markets to target.

This is based on the research findings and opportunities identified earlier.

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