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

Section 8 • Organic Vegetable Product Certification Process and Marketing Strategies
Exercise No. 8.06
MARkETING PROBLEM TREE ANALYSIS FOR PROFITABLE
GROWING OF ORGANIC VEGETABLE CROPS 286
BaCKGroUND aND raTIoNalE
The marketing process does not take place automatically. It
requires that certain marketing functions or activities be
performed by various marketing groups and by consumers
themselves. The following functions are essential to marketing
of all goods: buying, selling, transporting, storing, grading, financing, risk-taking, and market
information 287 . In marketing organic vegetable products, several problems may be encountered
along the way, while performing these essential marketing functions.
In FFS, innovative experiences in addressing problems in marketing organic vegetable products
must be shared among farmers and analyzed to craft a more sustainable business venture. 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
marketing problems can be critically articulated (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
• To identify the problems, issues, and concerns in marketing organic vegetable products in local
communities and determine how they can be addressed; and
• To develop marketing problem tree which can be analyzed and used to develop strategies for
improving marketing operations of organic vegetable products in local communities to increase
farmers’ income.
286 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. 122.
287 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. 1-15 to 1-20.
421
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’.