Agribusiness at UH Hilo

AgBu 340: Agri-Marketing Research

Dr. Sabry A. Shehata

Download AgBu 340 Class Material

Office Hours

W 10:30–11:30 AM, or by appointment.

Lectures

Agri-Computer room

Time

W 6:00–8:30 pm

Course Description

The course is design to provide students with hands-on experience in agri-business marketing research communications. Students are encouraged to design market plan and present it at the National Agri-Marketing Association (NAMA) annual conference.

Required Text

None.

Grading

Grades will be based on attendance and group projects.

Attendance and participation on various activities 50%
Group assignment 50%
Total 100%

Assignments

Developing Market Plan
Due Feb 1st
15%
Submitting market plan
Due Feb 1st
15%
Summiting the executive summary
Due Feb 15th
10%
Develop power point presentation
March 1st
10%

Present the market plan to professional organization locally or nationally.

Items written oral
1. MARKET ANALYSIS
  • market size, potential, trends
  • customer profile, market segments, need
  • competitive analysis (positioning, pricing, market share, strengths and weaknesses)
  • other key factors impacting the market (regulatory, political, economic, etc.)
25 20
2. BUSINESS PROPOSITION
  • key planning assumptions—important facts and information drawn from market analysis that confirm the existence of a marketing opportunity (should be no more than 3–5)
  • objectives/goals
  • strategy statement—identification of opportunity within specific market segments that achieve your objectives
40 30
3. ACTION PLAN (tactics for executing 4 P's)
  • product positioning
  • price
  • place
  • promotion
25 35
4. FINANCIAL EVALUATION (must include for years 1, 2 & 3)
  • gross sales dollar (GSD = Units × Selling Price)
  • net sales (NS = Gross Sales—Discounts & Returns)
  • gross margin (GM = Net Sales—Cost of Goods Sold)
  • net profit (before taxes)(NP = Gross Margin—Marketing & Development Costs)
  • plus any other information that can enhance your financial position or product/service profitability
35 25
5. MONITORING & MEASUREMENT
  • how will you know whether you met your sales, communications, market penetration and profit objectives
  • contingency plan
25 25
6. WRITTEN PRESENTATION (Executive Summary of plan)
  • organization (flow, clarity, to the point)
  • free of grammatical & typographical errors
  • professional appeal
  • within guidelines (i.e. deadlines, number of pages, etc.)
50
7. LIVE PRESENTATION
  • organization (flow, clarity, to the point)
  • professionalism
  • style
  • enthusiasm—salesmanship
  • effectiveness of visuals
  • within guidelines
50
8. QUESTION/ANSWER
  • knowledge of product information
  • preparedness to answer questions
15
TOTAL POINTS 200 200

Grading Methods

90% and aboveA
80–89%B
70–79%C
60–69%D
less than 60%F

Note

Any student with a documented disability who would like to request accommodations should contact the University Disability Services Office—Campus Center Rm 311, 933-0816 (V), 933-3334 (TTY)—as early in the semester as possible.