Agroindustrial project analysi

THE MARKETING FACTOR 69ect's marketing strategy for product design, pricing, promotion,and distribution. These elements of the marketing mix should beintegrated in a comprehensive strategy that will place the productin an optimal marketing position relative to consumers' needs andcompeting products. The marketing plan should also consider therest of the company's product line as well as the company's organizational,financial, production, and procurement operations to ensurethe cohesion of the project's strategy. Once a marketing planis adopted, the firm should anticipate the competitive reaction andformulate a response that will maintain the project's viability in adynamic market environment.The marketing analysis uses and is developed with the demandforecast. Analysts should consider the type, sources, reliability, andunderlying assumptions of the data used in the forecasts. There arevarious forecasting methods such as judgmental estimates, timeseriesanalyses, and causal models, and each is appropriate to differentconditions. The analyst should determine how much accuracyis desired of the forecasting and balance this finding with the costof using more sophisticated estimating techniques. Although projectdecisionmaking occurs under uncertainty, sound forecastingcan reduce the ambiguity. Skill and data requirements and thespeed with which the forecast can be made are additional considerationsin selecting appropriate methods.