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Unit 2: Marketing Opportunities and Strategies for Sustainable Farm/Ranch Businesses

Basic Marketing Concepts and Strategies

In Unit 1 of this course we outlined the basic components of a business plan. Most business plans have a section on marketing that addresses the following key topics:  

1. Market Overview and Opportunities

2. Potential Buyers/Customers

3. Product Descriptions

4. Marketing Strategies

5. Sales Potential

6. Pricing Strategies

7. Promotion Strategies

8. Risk Management Strategies

In the following pages, we give a brief summary of each of these topics, provide some real-life examples of how they apply to farm and ranch businesses, and point you to information and resources you can access as you work with your clientele on their marketing plans.