Agroindustrial project analysi

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Figure 2. Agroindustrial Marketing AnalysisInternal environment:External environment:External environment:Finished goods Marketing Processing Procurement Raw materialanalysis analysis analysisanalysisccompetitiononalysisonsumer Ana sis~~~~~~~~~~~~~~~~~Supplt
THE MARKETING FACTOR 29testing consumes significant time and resources (such as land, inputs,research), it is economical to identify market needs first. Inaddition, land has multiple crop or livestock usages, and marketinformation can help an analyst choose among such alternatives.Furthermore, a market analysis can identify a product need thatis agronomically feasible but has not been considered. For example,based on a study of export market needs, the producers in oneCentral American country began growing okra, even though it hadnever been produced there and was not locally consumed.As indicated in chapter 1, agroindustrial products differ fromother products in the unique characteristics of their raw materials(perishability, seasonality, and variability in quantity and quality)and in their frequent status as necessities. The marketing of agroindustrialproducts will consequently differ from the marketing ofnonagroindustrial goods, and their necessity will often attract politicalattention to, and government control of, prices, quality, anddistribution.The primary elements that will be considered in the marketinganalysis of an agroindustrial project are the following:* Consumer analysis. The analyst examines consumer needs,market segmentation, the purchasing process, and marketresearch.* Analysis of the competitive environment. The analyst examinesmarket structure, basis of competition, and institutionalconstraints.* The marketing plan. The analyst defines the elements ofproduct design, pricing, distribution, and promotion that constitutethe firm's marketing strategy.* Demand forecasting. The analyst examines techniques andconsiderations for projecting sales.Consumer AnalysisTo define the project's potential consumer, the analyst mustidentify the needs the product will satisfy, the market segments theproduct will serve, and the method of purchase. Market researchis needed to obtain this information. If the agroindustrial product
Page 1: AgroindustrialProjectAnalysis James
Page 5 and 6: AgroindustrialProject AnalysisJames
Page 7 and 8: ContentsForeword by Ajit MozoomdarP
Page 10 and 11: ForewordAGROINDUSTRY-that is, indus
Page 12 and 13: XPREFACEThe following colleagues ga
Page 15 and 16: IAn OverviewTHE PURPOSE OF THIS BOO
Page 17 and 18: AN OVERVIEW 5ing factory must conte
Page 19 and 20: AN OVERVIEW 7trialization occurs ca
Page 21 and 22: AN OVERVIEW 9Table 1-2. Contributio
Page 23 and 24: AN OVERVIEW 11cent; this far exceed
Page 25 and 26: AN OVERVIEW 13By broadening its agr
Page 27 and 28: AN OVERVIEW 15agroindustries from i
Page 29 and 30: AN OVERVIEW 17focus than indicated
Page 31 and 32: AN OVERVIEW 19be interested in cost
Page 33 and 34: AN OVERVIEW 21that warrant further
Page 35 and 36: AN OVERVIEW 23prises of different s
Page 37 and 38: AN OVERVIEW 25an interactive proces
Page 39: 2The Marketing FactorTHE VIABILITY
Page 43 and 44: THE MARKETING FACTOR 31product to t
Page 45 and 46: Figure 4. Illustrative Segmentation
Page 47 and 48: THE MARKETING FACTOR 35ucts are pur
Page 49 and 50: THE MARKETING FACTOR 37decisionmaki
Page 51 and 52: THE MARKETING FACTOR 39gional, nati
Page 53 and 54: Figure 5. Product Life Cycle (PLC)M
Page 55 and 56: THE MARKETING FACTOR 43Institutiona
Page 57 and 58: THE MARKETING FACTOR 45How do insti
Page 59 and 60: THE MARKETING FACTOR 47ssl's may ne
Page 61 and 62: THE MARKETING FACTOR 49the governme
Page 63 and 64: THE MARKETING FACTOR 51consciousnes
Page 65 and 66: THE MARKETING FACTOR 53FUNCTIONS. M
Page 67 and 68: THE MARKETING FACTOR 55the processo
Page 69 and 70: THE MARKETING FACTOR 57Responses by
Page 71 and 72: THE MARKETING FACTOR 59* Likely com
Page 73 and 74: THE MARKETING FACTOR 61Table 2-3. T
Page 75 and 76: THE MARKETING FACTOR 63TIME-SERIES
Page 77 and 78: THE MARKETING FACTOR 65ence of appr
Page 79 and 80: THE MARKETING FACTOR 67Are the data
Page 81 and 82: THE MARKETING FACTOR 69ect's market
Page 83 and 84: THE PROCUREMENT FACTOR 71* Cost. Th
Page 85 and 86: THE PROCUREMENT FACTOR 73the declin
Page 87 and 88: TIIE PROCUREMENT FACTOR 75termine t
Page 89 and 90: THE PROCUREMENT FACTOR 77C- cost pe
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THE PROCUREMENT FACTOR 79Figure 7.
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TBE PROCUREMENT FACTOR8itomato crop
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THE PROCUREMENT FACTOR 83Storage an
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THE PROCUREMENT FACTOR 85Is there c
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THE PROCUREMENT FACTOR 87desired re
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THE PROCUREMENT FACTOR 89of the qua
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THE PROCUREMENT FACTOR 91Even with
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THE PROCUREMENT FACTOR 93The firm s
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THE PROCUREMENT FACTOR 95A crop's a
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THE PROCUREMENT FACTOR 97Table 3-4.
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THE PROCUREMENT FACTOR 99the transp
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THE PROCUREMENT FACTOR 101credit or
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THE PROCUREMENT FACTOR 103firm's pr
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THE PROCUREMENT FACTOR 105Are multi
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THE PROCUREMENT FACTOR 107Seeds and
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THE PROCUREMENT FACTOR 109tion. Inc
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THE PROCUREMENT FACTOR 111size; emp
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THE PROCUREMENT FACTOR 113Salient p
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THE PROCUREMENT FACTOR 115storage a
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4The Processing FactorTHis STUDY HA
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THE PROCESSING FACTOR 119In milling
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THE PROCESSING FACTOR 121tion that
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n.a., Not applicable.Source: C. Pet
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THE PROCESSING FACTOR 125labor perm
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THE PROCESSING FACTOR 127tions have
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THE PROCESSING FACTOR 129season. Fi
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THE PROCESSING FACTOR 131sensitive
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THE PROCESSING FACTOR 133Table 4-4.
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THE PROCESSING FACTOR 135soluble nu
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THE PROCESSING FACTOR 137Food Produ
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THE PROCESSING FACTOR 139* Fragile
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THE PROCESSING FACTOR 141* Availabi
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THE PROCESSING FACTOR 143the cost o
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THE PROCESSING FACTOR 145cessor in
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THE PROCESSING FACTOR 14715 percent
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THE PROCESSING FACTOR 149and A. The
Page 163 and 164:
THE PROCESSING FACTOR 151example, i
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THE PROCESSING FACTOR 153primary in
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THE PROCESSING FACTOR 155For more c
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THE PROCESSING FACTOR 157farmer's a
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THE PROCESSING FACTOR 159failed to
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THE PROCESSING FACTOR 16rbecause of
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COSTS OF ALTERNATIVE TECHNOLOGY 163
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COSTS OF ALTERNATIVE TECHNOLOGY 165
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can process almost any eration); $0
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Pneumatic Batch or continuous $120,
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of previously driedproducts; best f
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Fluidized Continuous operation $372
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Plate Batch operation for $372,000
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system cookers (probably simi- to t
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CHECKLIST OF CRITICAL QUESTIONS 179
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CHECKLIST OF CRITICAL QUESTIONS 18I
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Page 197 and 198:
Page 199 and 200:
Page 201 and 202:
Page 203 and 204:
Page 205 and 206:
Page 207 and 208:
Page 209 and 210:
Page 211 and 212:
BibliographyTHE FOLLOWING WORKS AUG
Page 213 and 214:
BiBLIOGRAPHY 201Scott, M., J. D. Ma
Page 215 and 216:
BIBLIOGRAPHY 203Forecasting methods
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BIBLIOGRAPHY 205UNIDO. UNIDO Guides
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BIBLIOGRAPHY 207tional Affairs, no.
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IndexAdvertising, 42, 128; promotio
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INDEX 211development planning and,
Page 225 and 226:
INDEX 213Social costs and benefits:
Page 228:
The World BankEconomic Development
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