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Investigate an agrimarketing opportunity for an agribusiness scheme.
Duration: 5 weeks
Essence statement:
Big Picture:
Principles:
Values:
Key Competencies:
Using Agribusiness knowledge and skills to be able to make informed decisions that enhance and sustain primary production for future
generations.
New Zealand is a country whose wealth depends mainly on the animal and plant products derived from its primary production. Producers
need to have an understanding of how to market their products and services to people in their community as well overseas.
The following are important ideas within the Big Picture:
 Have an understanding of agrimarketing and its global, national or regional importance
 Understand the effects agrimarketing has on an agribusiness in the short and long terms.
 Using knowledge and skills to understand current and future focussed agrimarketing and delivery practices.
Coherence: Creating links between knowledge and skills gained within the marketing community and the agribusiness industry.
Future Focus: Marketing decisions that allow producers to enhance and sustain global primary production and enterprise.
Cultural diversity: Students examine a variety of worldviews and values when considering global markets.
Community Engagement: Agribusiness marketing events ensure that the agribusiness sector reaches out to their local community.
Excellence, by aiming high and by persevering in the face of difficulties.
Innovation, inquiry, and curiosity, by thinking critically, creatively and reflectively.
Diversity, as found in our different cultures languages, and heritages.
Community and participation for the common good.
Integrity, which involves being honest, responsible, and accountable and acting ethically.
Thinking: Make sense of information, develop understanding, make decisions, and reflect on learning.
Using language, symbols, and text: To access and communicate information and to communicate this information with others.
Relating to others: Interacting effectively with a diverse range of people in a variety of contexts.
Participating and contributing: To understand the importance of balancing rights, roles and responsibilities of social, cultural, physical
and economic environments.
New Zealand Curriculum Links.
Business Studies: Level 7
Explore how and why large businesses in New Zealand make operational decisions in response to internal and external factors.
Agricultural and Horticultural Science Level 7 and 8:
Contextual Strand: Markets
Learning Objective 1: critically examine the particular plant and/or livestock attributes that make it possible to exploit a range of different
market opportunities
Contextual Strand: Life Processes Learning Objective 2: Critically examine how management practices used in production processes ensure marketable primary products.
Contextual Strand: Profitability
Learning Objective 4: Examine a range of factors that influence the profitability of primary production in New Zealand.
Depth of coverage.
Specific Learning Outcomes
Students understand:
What’s The Big Picture?
 Why study?
 Investigate an agribusiness that attends an
agrimarketing event or an agribusiness
that is exploring a new marketing
opportunity.
 Thinking and decision making around the
agribusiness.
What is an agrimarketing?
 Explain what is agrimarketing?
 Provide examples of agrimarketing
opportunities or campaigns. E.g. Events
such as Agricultural and Pastoral shows,
Fieldays; Competitions such as Young
Farmer of the Year Competition, Maori of
the Year Competition, Young Grower of
the Year, ploughing competitions, Maori
Excellence in Farming Awards; Expos
such as Get Ahead days; Advertising
campaigns such as media campaigns that
use websites/online advertising, print,
radio and/or TV.
Importance of Agrimarketing
 Identify the global, national, regional or
local importance of agrimarketing.
A Marketing Plan
 What is the agribusiness?
 Why does the agribusiness need
marketing?
 Implement a marketing plan for the
agribusiness.
 Identify the target market.
 What marketing is currently or has been
done for this agribusiness?
 Why is agrimarketing needed?
 Understand where their agribusiness sits
in the product lifecycle.
Students understand:
 What is agrimarketing?
 Why study agrimarketing?
Students understand:
 The global, national or
regional importance of
agrimarketing.
Students understand:
 Why does the agribusiness
need agrimarketing?
 A marketing plan.
 Where their agribusiness
sits in the product lifecycle.
 Sales, profitability, price and
competition of the
agribusiness.
Learning Activities.
Resources.
Possible brainstorming ideas may include.
 Why investigate an agribusiness that attends an
agrimarketing event or an agribusiness that is
exploring a new marketing opportunity?
 Why is an understanding of marketing important to the
primary industry?
 How does understanding marketing improve primary
production markets, and meet producer and customer
needs?
 Go over the understanding of agrimarketing.
 Brainstorm marketing opportunities that could be
applied.
 Agricultural, pastoral and industrial shows – are they a
thing of the past? Investigate one and discuss their
current relevance to agrimarketing and their likely role
in the future.
 Young Farmer of the Year / Ahuwhenua Young Maori
Farmer of the Year. Discuss the similarities and
differences between both these competitions and
what benefits would an agribusiness gain from being
associated with one or both of them.
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Poster paper.
Pens.
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Event management
Introduction PPT pg. 1 - 4
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http://www.fieldays.co.nz/
http://www.youngfarmers.co.nz/
http://www.theshow.co.nz/
http://dannevirkeaandp.co.nz/events/20
13-a-and-p-show/
http://nzplough.co.nz/new-zealandploughing-championships-2015/
http://www.ahuwhenuatrophy.maori.nz/i
ndex.php
http://younggroweroftheyear.co.nz/
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Fieldays FAST FACTS pdf
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Basic Marketing by Paul Rose
Marketing of New Zealand’s
Primary Production pdf
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Using one of the agribusiness marketing opportunities
from above, such as the Fieldays understand its
importance and break this down into global, national,
regional or local.
Go over the understanding of why agrimarketing is
needed for the agribusiness.
Implement a marketing plan for an agribusiness.
What are the goals of the agribusiness that
agrimarketing opportunity is going to achieve?
Who is the target audience for the agribusiness?
What marketing is currently or has been done for this
agribusiness?
Analyse previous marketing opportunities that have
been used.
Using a cost benefit analysis, has the previous
marketing campaigns been economic?
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What trends have occurred in the
agribusiness in sales, profitability, price
and competition?
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Understand where their agribusiness sits in the
product lifecycle, so that the best opportunity is
aligned with their agribusiness.
What trends have occurred in the agribusiness in
sales, profitability, price and competition?
Write a promotional strategy for their agribusiness
using the product lifecycle.
Get a guest speaker in to talk about market and
business research.
Start thinking how these principles of market could be
applied to your agribusiness.
Market Promotion and Communication
 What are the basic principles of
marketing?
o Target audience
o Marketing mix – product, place,
price and promotion
o Marketing message
 Why are these principles important?
Promotional Opportunities (PO)
Apart from one off POs, what other PO are
there?
 brand,
 face to face,
 business to business,
 1:1,
 internal culture of the business (staff).
Outlining the promotional opportunity
 What is the PO called?
 When did / will the PO take place?
 Where did / will the PO occur?
 Who is the PO for?
 How many attended the PO?
 Where are the customers from?
 How much did the PO cost?
 Why is the PO important or significant?
This can relate to the numbers attending
and/or the economic / business impact it
has / will have.
Students understand:
 The basic principles of
marketing.
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Students understand:
 The differences between the
different types of POs.
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Why are these PO offered or needed?
What role do they play?
What sort of PO would be suitable for the
agribusinesses?
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Students understand:
 The who, what, where, why
and when of the
opportunity?
 The importance or
significance of the
promotional opportunity.
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Planning and Decision Making Involved
Before the PO planning.
 What forward planning was needed before
the PO with reasons why this was
needed?
Students understand:
 The planning and decision
making involved in the PO –
before, during and after.
Pick an agrimarketing PO suitable for an
agribusiness.
What can this PO provide for the agribusiness?
Use that agribusiness agrimarketing PO to brainstorm
with the students the; who, what, where, when, why,
when and how of it.
Research the PO using the above information and
write it up.
Using a cost benefit analysis, is this agrimarketing
opportunity going to be economic?
Project sales / growth of the agribusiness for the next
3 to 5 years after this PO has been released.
Write a description of the planning needed before the
PO with reasons why this was needed.
Identify the different participant groups involved.
What compliance was needed for the PO and why.
What licenses, permits and consents are required and
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Basic Marketing by Paul Rose
Marketing of New Zealand’s
Primary Production pdf
Basic Marketing by Paul Rose
Go to the event or look at the
opportunity.
Students to collect photos,
resources from the PO.
Event management
Introduction PPT pg. 1 - 4
Fieldays PPT
Fieldays FAST FACTS pdf
http://www.fieldays.co.nz/whyexhibit
Invite an opportunity organizer
to visit the school.
Event management
Introduction PPT pg. 5 – 10
Fieldays PPT
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Identify the different participant groups
involved such as the role of the
stakeholders, sponsors, council, police,
security, insurance, participants, traffic
management, food needs, health and
safety needs
 Go over the process of compliance or what
was needed and why such as resource
consents, licenses, permits, notifying the
public and meetings etc.
During the PO planning.
 What planning was needed during the
event with reasons why this was needed –
the role of emergency services and event
staff?
After the PO planning.
 What planning was needed after the PO
with reasons why this was needed – clean
up.
 Evaluate the PO that makes a judgement
on how effective the decision making was
at each stage. Who made the final
decision?
The effect of the PO on the agribusiness in
the short term.
 The time and cost associated with
preparing for a PO such as producing
samples, special advertising/promotion
material, employee time being present at
the PO;
 The time and cost associated with
exploring a PO e.g. online marketing,
production capacity, delivery options and
costs.
 Evaluate the impacts of the PO.
 Did the agrimarketing PO meet the short
term goals of the agribusiness?
 How to deal with decision making based
on the strengths and weaknesses. Look at
examples of decision making techniques
like Cost Benefit analysis or statistical
analysis of the PO.
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The effects of the
agrimarketing PO on the
agribusiness in the short
term.
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how do these work?
Go over the compliance timeline – what are the main
stages and when did they happen?
Develop a timeline or flow chart of when these were
developed prior to the PO.
Write a description of the planning needed during the
PO with reasons why this was needed.
Write a description of the planning needed after the
PO with reasons why this was needed.
Evaluate the PO.
What is the role of the PO organisers?
Investigate the effects of the agrimarketing PO on the
agribusiness in the short term.
Students to consider both positive and negative.
Evaluate the short term effects. Which were the most
important and why?
Use analysis skills to see if the PO meet its aims.
Complete a cost benefit analysis on the PO – look at
economic, social, environmental and cultural –
quadruple bottom lines.
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Event management
Introduction PPT pg. 11 – 14
Fieldays PPT
IBR Fieldays Report 2014 pdf
The effect of the agrimarketing PO on the
agribusiness in the long term.
 Such as additional sales, presence in the
market, market share, production capacity.
 Evaluate the impacts of the PO.
 Did the agrimarketing PO meet the long
term goals of the agribusiness?
 How to deal with decision making based
on the strengths and weaknesses. Look at
examples of decision making techniques
like Cost Benefit analysis or statistical
analysis of the PO.
Incorporation of The Big Picture by
bringing it altogether as a group.
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The effects of the
agrimarketing PO on the
agribusiness in the long
term.
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The effect of agrimarketing
on the primary industry?
How marketing in primary
production, meets producer
and customer needs?
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Investigate the effects of the agrimarketing PO on the
agribusiness in the long term.
Students to consider both positive and negative.
Evaluate the long term effects. Which were the most
important and why?
Use analysis skills to see if the PO meet its aims.
Complete a cost benefit analysis on the PO – look at
economic, social, environmental and cultural –
quadruple bottom lines.
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Event management
Introduction PPT pg. 11 – 14
Fieldays PPT
IBR Fieldays Report 2014 pdf
In groups using a large concept map, students draw
their understanding of the links and ideas throughout
the topic. This is supported by the concepts learnt
throughout the unit.
Did this agrimarketing PO achieve the goals of the
agribusiness?
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Paper or a large white board.
Pens.
Possible Assessment:
AS91428 Geography 3.3 Analyse a significant contemporary event from a geographic perspective (3 credits)