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by | Sep 6, 2021 | Marketing | 0 comments

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Peter, J. P. & Donnelly, J. H. (2019). A preface to marketing management (15th ed.). McGraw Hill Education. Print ISBN: 9781260151619; eText ISBN: 9781260300147
Peter and Donnelly state in Chapter 5 that while a single product item cannot meet the needs of all consumers, it can almost always serve more than one consumer. Thus, there are usually groups of consumers who can be served well by a single item. If a particular group can be served profitably by a firm, it is a viable market segment. In other words, the firm should develop a marketing mix to serve the group or market segment.
Review CASE STUDY: The AGRI Venture: A Strategic Marketing Plan for High Growth in a Low-Income Market.
Please also review the concepts from Chapter 1 on communicating the results of a situational analysis.
Review Figures 5.1 and 5.2 on market segmentation, and Figure 5.6 on target markets from the Peter and Donnelly textbook.
Review these additional resources to learn more about companies that have developed innovative products and services in the agricultural industry:
How to Run A Farmers Market
Fresh Direct
Farm Box Direct
Harry and David
How to Bottle Honey
You may also reference and cite external resources (APA Citation).
Answer the following questions:
What is the AGRI Venture situation analysis?
Discuss consumer needs and wants and a segmentation strategy for AGRI Venture.
Design a marketing mix strategy.
Put yourself in the shoes of the marketing manager. What specific questions would you need to research to select the best target market?
Your paper should be 5 pages of writing, double spaced, Times New Roman, 1-inch margins, 11pt or 12pt font, and use APA formatting for all citations/references.

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