Field Guide of Discovery-based Exercises for - Aseanipm ...

Exercise No. 8.05
UNDERSTANDING MARkET COMPETITION FOR
PROFITABLE GROWING OF ORGANIC VEGETABLE CROPS 284
BaCKGroUND aND raTIoNalE
A practical first step in searching for breakthrough opportunities
is to define present (or potential) markets. Markets consist of
potential customers with similar needs and sellers offering
various ways of satisfying those needs. The development of
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Field Guide of Discovery-based Exercises for Organic Vegetable Production
successful marketing strategies depends to a large extent on planner’s ability to segment markets.
Unfortunately, this is not a simple process. It usually requires considerable management judgment
and skill. Marketers who have their necessary judgment and skill have a real advantage over their
competitors in finding profitable opportunities 285 .
In FFS, innovative market competition schemes for marketing organic vegetable products must
be shared among farmers to further improve their existing strategies. The foregoing exercise was
specifically designed to achieve this purpose.
How long will this exercise take?
• Two hours for field visit to some market intermediaries (e.g., households, neighbors, village
collectors, traders, wholesalers, etc.) involved in organic vegetable selling operations where
several market competition schemes are suitably recognized (optional for FFS);
• Thirty minutes for mini-workshop in small groups; and
• At least one hour for participatory discussion in a big group.
learning objectives
when is this exercise
most appropriate?
ɶ In FFS, TOT, and
VST sessions, after
discussions of the
topic ‘Post-harvest
Handling and
Primary Processing
of Vegetables’.
• To discuss participants’ problems, issues, and concerns affecting market competition in organic
vegetable selling operations and how these are addressed; and
• To develop strategies for improving market competition strategies in organic vegetable selling
operations to increase farmers’ income.
284 Smolders, H. and Caballeda, E. 2006. Field Guide for Participatory Plant Breeding in FFS: With Emphasis on Rice and Vegetables. Participatory
Enhancement of Diversity of Genetic Resources in Asia (PEDIGREA) Publication. Center for Genetic Resources, the Netherlands. pp. 121.
285 McCarthy, E.J. and Perreault, Jr., W.D. 1987. Learning Aid for Use With Basic Marketing: A Managerial Approach. 9 th Edition. Richard D. Irwin, Inc.,
Homewood, Illinois 60430, USA. pp. 3-1 to 3-18 and 4-11 to 4-14.