AGRISCIENCE AND NATURAL RESOURCES EDUCATION CURRICULUM
(4000) Curriculum Area: BUSINESS MANAGEMENT AND MARKETING
(4350) UNIT: AGRICUTURAL MARKETING, SALES, TRADE AND
ADVERTISING
Mr. Christensen
________________________________________________________________________
(4356) Topic: Marketing Plan
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TOPIC OBJECTIVES: Upon completion of this lesson, the student will be able to :
(4356A). List and explain the components to a marketing plan.
(4356B). Explain the benefits of a marketing plan.
(4356C). Explain the benefits of value-added products.
Time Frame: 90 minutes
Materials/Equipment:
Viewgraph or computer for PowerPoint presentation.
Chalkboard or Butcher paper pad
Student team packets (documents/portfolios) on the agribusiness they are creating.
References:
United States Small Business Administration website
http://www.sba.gov/starting_business/marketing/plan.html
United States Department of Agriculture website:
http://www.nal.usda.gov/afsic/nsfc/2ii2.htm
Sakthi Soyas website: http://www.sakthisoyas.com/soyavalue.htm
Food and Agricultural Organization
http://www.fao.org/docrep/w0076e00.htm
of
the
United
Nations
website:
Teaching Procedure:
A. Interest Approach: Ask the class to determine the television/radio/magazine
advertisement they enjoy the most or are most influenced by. If the students
desire they can reenact the advertisement if the subject is appropriate. The
discussion of the advertisement will lead directly to the lecture topic on the
Marketing plan.
B. Teaching Steps:
1. After the interest approach activity, present the Powerpoint
presentation, a note taking guide and key is included to provide
relevant terms and the components of the marketing plan.
2. After completing the presentation on the marketing plan, present the
class with a jar of peanut butter and a bag of shelled peanuts of equal
value, ask them what is the difference in the products (soybeans and
tofu could also be used as well as other products combinations).
Present the PowerPoint and discussion on value-added products. If
possible use local products to illustrate the concept (cider or products
from Uncle John’s as an example). If available use an obsolete
company marketing plan to annotate that companies actually prepare
and use the documents.
3. After the presentations and questions, the business groups assemble to
work on and prepare a marketing plan, for incorporation into their
business development projects. Discussion at the end of the lesson is
centered on the group business incorporation of the value-added
product concept.
C. Review: Writing of the marketing plan provides for a review and
reinforcement of the presented material.
D. Evaluation: The use and development of the marketing plan is evaluated as a
part of the business development project and test questions can be applied to
a marketing exam, test questions and test key are included.
Note Taking Guide
Topic 4356
Marketing Plan
Mr. Christensen
The marketing plan is a ________________________ document that describes how a
firm plans to ______________ and _________________ customers.
A properly designed market plan has the following advantages: (1) Identifies the needs
and wants of the customer (2) Determine the _______________ for a product or service
(3) Aids in the _______________ of products/service (4) Outlines measures to generate
cash. (5) Identifies ________ and ______________________ customers (6) Allows for
tests to see if strategies are giving the desired results (7) Identifies __________________
and _____________________ competitive advantage (8) Identifies ___________
product/service areas. The disadvantages to a marketing plan include: (1)
_______________ weaknesses in your business skills and or plan (2) If bad data or
analysis is used it can lead to bad ____________________ decisions. (3) Can create
unrealistic financial projections if it is based on bad information.
The components of a marketing plan include the _________________
______________________, which is brief introduction to your company and its plan.
The 2nd part is the _________________________ situation, the current status of your
business. The 3rd part is the competitor and issues analysis, which lays out the condition
of your __________________________, business climate and any specific issues of
interest. The 4th section states your _______________________
_________________________ and in what timeframe they will be achieved. The 5th
section notes your marketing __________________, what product you have to offer at
what __________________; how you will promote it and the place it will be done. Part
VI outlines _______________ Programs the tasks to be performed, by who and the
timeline for implementation. Part VII is the _________________ or cost of executing the
marketing strategy. VIII defines the _________________________ by which you will
measure the success of your marketing program. Part IX are supporting
___________________ (spreadsheets, research) upon which the marketing plan is based.
Value added agriculture is the ______________________________ of raw materials in
both __________________ and nonfood areas to add further ________________to a
product (packaging, drying, canning, handcrafting or juicing). Advantages for value
added products include: accessing _______________ markets, prolonging shelf life,
____________________________ a use for seconds or culls. Extending the season,
making handling easier or providing more convenience and ultimately
_____________________ the value of raw materials. Value added products include such
things as Ethanol, Tofu, soybean meal, the uses of bee honey, pollen, wax, propolis, royal
jelly, venom, adult and larval honeybees.
Note Taking Guide Key
Topic 4356
The Marketing Plan
Mr. Christensen
The marketing plan is a comprehensive document that describes how a firm plans to
attract and retain customers.
A properly designed market plan has the following advantages: (1) Identifies the needs
and wants of the customer (2) Determines the demand for a product or service (3) Aids
in the design of products/service (4) Outlines measures to generate cash. (5) Identifies
new and potential customers (6) Allows for tests to see if strategies are giving the
desired results (7) Identifies competitors and your competitive advantage (8) Identifies
new product/service areas. The disadvantages to a marketing plan include: (1) Identifies
weaknesses in your business skills and or plan (2) If bad data or analysis is used it can
lead to bad marketing decisions. (3) Can create unrealistic financial projections if it is
based on bad information.
The components of a marketing plan include the Executive Summary, which is brief
introduction to your company and its plan. The 2nd part is the Current Situation, the
current status of your business. The 3rd part is the Competitor and Issues Analysis,
which lays out the condition of your competitors, the business climate and any specific
issues of interest. The 4th section states your Marketing Objectives and in what
timeframe they will be achieved. The 5th section notes your Marketing Strategy, what
product you have to offer at what price; how you will promote it and the place it will be
done. Part VI outlines Action Programs the tasks to be performed, by who and the
timeline for implementation. Part VII is the Budget or cost of executing the marketing
strategy. VIII defines the Measurements by which you will measure the success of your
marketing program. Part IX are Supporting Documents (spreadsheets, research) upon
which the marketing plan is based. Value added agriculture is the processing of raw
materials in both food and nonfood areas to add further value to a product (packaging,
drying, canning, handcrafting or juicing). Advantages for value added products include:
accessing niche markets, prolonging shelf life, creating a use for seconds or culls.
Extending the season, making handling easier or providing more convenience and
ultimately increasing the value of raw materials. Value added products include such
things as Ethanol, Tofu, soybean meal, the uses of bee honey, pollen, wax, propolis, royal
jelly, venom, adult and larval honeybees.
Test
Topic 4356
The Marketing Plan
Mr. Christensen
1. True
False
The marketing plan describes how a company plans to attract and
retain customers.
2. True False The marketing plan is just an outline with no specifics.
3. True False The marketing plan identifies new customers but assumes old customers
will continue to buy the product through product loyalty.
4. True False The marketing plan identifies the competition and your competitive
advantage.
5. True False The marketing plan always works regardless of the data it is based on.
6-17 List four components of the Marketing Plan and what they include?
18-22 Define Value added agriculture?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
____________
23-25 List three incentives for value added products or three value added products.
Test
Topic 4356
Types of Marketing Key
Mr. Christensen
1. True
False
The marketing plan describes how a company plans to attract and
retain customers.
2. True False The marketing plan is just an outline with no specifics.
3. True False The marketing plan identifies new customers but assumes old customers
will continue to buy the product through product loyalty.
4. True False The marketing plan identifies the competition and your competitive
advantage.
5. True False The marketing plan always works regardless of the data it is based on.
6-17 List four components of the Marketing Plan and what they include?
Executive Summary, which is brief introduction to your company and its plan.
Current Situation, the current status of your business.
Competitor and Issues Analysis, which lays out the condition of your competitors, the
business climate and any specific issues of interest.
Marketing Objectives and in what timeframe they will be achieved.
Marketing Strategy, what product you have to offer at what price; how you will
promote it and the place it will be done.
Action Programs the tasks to be performed, by who and the timeline for
implementation.
Budget or cost of executing the marketing strategy.
Measurements by which you will measure the success of your marketing program.
Supporting Documents (spreadsheets, research) upon which the marketing plan is
based.
18-22 Define Value added agriculture? Value added agriculture is the processing of
raw materials in both food and nonfood areas to add further value of a product
(packaging, drying, canning, handcrafting or juicing).
23-25 List three incentives for value added products or three value added products.
Accessing niche markets, prolonging shelf life, creating a profitable use for seconds
or culls, extending the season, making handling easier, providing more convenience
and increasing the monetary value of raw materials. Examples of products covered
in class peanut butter, ethanol, tofu, microwave popcorn etc.