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Agriculture Output Marketing Concept of agri-business Components of agri-business Concept of agriculture marketing in the changing agri-business scenario Concept of Agri-business Agri-business can be defined as commercialization of agriculture, which refers to market orientation of agricultural production process. Transition from subsistence to commercial agriculture. Concept of Agri-business Commercialization of agriculture can take in to two forms: - Product commercialization which can occur on the output front - Factor commercialization which can occur on the input side Agri-business: shift in Focus Produce and sell homogenous commodities - Produce specific attributes and differentiated products Emphasis on tradition in agriculture - Emphasis on innovations Emphasis on technical skills - Emphasis on managerial skills Food security is primary concern for production - Production is diversified as per market demand Agri-business: shift in Focus Marketing is organized in centrally planned economy - Marketing is conducted in market economy Increased role of government to protect the farmers - partnership web between farmers, corporate business and government Low income – low risk for farmers - High income – high risk for farmers Agri-business System AG. INPUT AG. PRODUCTION AG. MARKETING & SUB-SYSTEM SUB-SYSTEM PROCESSING SUB-SYSTEM Agriculture Input Sub-system • Innovation of new technology • Availability of inputs to farmers in proper quantity of good quality at appropriate time at appropriate cost • Extension - approach - institutions Ag. Production Sub-system • Crop planning • Maximize production • Maximize input use efficiency • Food security • Employment • Sustainability of natural resources Agriculture Marketing & Processing Sub-system • Identifying the market • Proper return to farmer • Higher consumer satisfaction • Appropriate market channel • Low marketing cost • Higher market efficiency • Low wastage • Increase value addition Alternate Business Philosophies Production Orientation: Focus: Exploitation of technical capability (maize grows well here so we grow maize) Objective: Profits through supplying to markets where task is one of allocating supplies between different markets Alternate Business Philosophies Selling orientation: Focus: Promoting the consumption of the product that you are able to produce (Let us sell as much of the maize as possible) Objective: Profits through persuading the people that what you have is what they really want Alternate Business Philosophies Marketing orientation: Focus: Identifying wants and needs of the consumers and matching those with your resources (Income has risen and people want more vegetables, so let us diversify) Objective: Profits through provision of customer satisfaction by meeting their needs and wants Concept of Marketing “Performance of all business activities involved in the flow of agricultural products from the point of initial agricultural production until they are in the hands of consumers” Concept of Marketing Marketing does not limit to all non-farm activities in the marketing system - Marketing begins with production decisions on the farm itself - no isolation between production and marketing - Can farm gate become dividing line between farming and marketing? Concept of Marketing Marketing is management decisions making. - it is neither mechanical nor an automatic operation Farm Marketing Decisions Delivery Alternatives - local market - commission agent at farm - regulated market - processing plant - international market Farm Marketing Decisions Storage alternative - on farm storage - commercial facility - government facility Product alternative - raw product - processed products - branded products Farm Marketing Decisions Pricing alternatives - cash sale - forward contract - as on sale basis - contracting Mode of marketing - individual - cooperative