Agricultural Marketing

Agricultural marketing is concerned with relating the supply of products to its potential demand in such a way as to satisfy the needs and wants of buyers and create a profit for the supplier. The process of marketing is that of transferring goods and/or services from producer to consumer at a profit. It should add maximum value to the product at minimum cost.

The marketing manager and their staff are concerned with such activities as:- pricing, selling, merchandising, advertising, promotion, packaging, market research, transport, destination, placement, planning, and accounting. In fact all those processes which will enable he/she to maximise the added value.

Marketing is fundamentally concerned with "competition": that is, making your product or service stand out and attract customers in the market place. It generally works by offering substitutes and/or complements that will meet the needs of, and stimulate interest in the potential buyer. Marketing today is a consumer-based approach to business activity where each aspect of business is coordinated in terms of what the consumer wants.

Marketing is not just selling!

It involves:

1. Attracting customers
2. Persuading them to buy
3. Selling
4. Keeping customers satisfied (so they come back!), by using the above and other strategies.

Typical Jobs

Marketing officers and sales staff may be employed by agricultural supply companies to sell to farmers; or by farmers, farmer cooperatives and farm marketing bodies to market farm produce. Examples of such jobs:

• Marketing manager for an Agricultural Machinery company - responsible for selling tractors, ploughs, harvesting equipment, etc. to farmers within a specified region
• Strategic Marketing Manager (Agribusiness) - developing and implementing marketing strategies.
• Marketing Manager for an agricultural chemical company -in charge of sales staff, distribution and advertising for the company within a country or group of countries.
• Marketing Manager for Meat Cooperative - in charge of marketing produce from member farms.

Remuneration and Advancement Opportunities

The viability of any agricultural enterprise is dependent upon external factors such as weather (drought, flood) and markets (supply and demand; both local and overseas prices). When times are good, work opportunity and remuneration can be good; but when times are bad, the workplace can become more stressful and opportunities less certain. Enterprises that are less susceptible to such fluctuations are likely to be more secure, less stressful and offer more opportunity for advancements. This varies depending upon the type of farm, and the financial position of the employer.

Risks and Stresses

Supply can fluctuate. Some years there can be oversupply and other years under supply. Some years, the competition can be strong and other years weak. These variations can make the job harder at times and easier at other times. The challenge is to secure loyal customers who will continue to trade with you irrespective of such fluctuations.

How to Distinguish Yourself from the Competition

Study a combination of different courses. Be sure to only study courses that enhance your ability to think laterally - something that is critical for success in research.