The Secret Agriculture Business Degree That Yields High Returns; Agriculture business majors learn how food gets from the field to the table. They examine the financing, marketing, and management of food production. This program builds student knowledge and skills needed to manage small, medium and large sized business in agriculture and allied industries. This is true whether the business is directly involved in agriculture.
This program builds student knowledge and skills needed to manage small, medium and large sized business in agriculture and allied industries. This is true whether the business is directly involved in production, value-adds to raw agricultural products, or provides support services including the distribution, processing, packaging, and marketing of agricultural products.
Agriculture business is designed to prepare a student for employment in a variety of agricultural fields; including business finance, marketing, international agriculture, agricultural marketing, policy formation, farm and ranch management, resource economics, rural development, bank, and real estate appraisal.
Marketing is a field of agriculture business with so many untapped potentials. An agriculture business degree in marketing sets the pace for one to gain high yield returns in business if done with proper planning.
What is Market?
Markets simply mean an open place or large building where actual buying and selling takes place.
The market may cut across to a locality, village town, region or a country according to the demand for a commodity. Market entails both place and region in which buyers and sellers are in a free relationship with one another.
Marketing which has to do with the market includes those business activities that direct the flow of goods and services from producer to consumer.
The Secret Agriculture Business Degree That Yields High Returns: Agricultural marketing
This entails the services involved in moving an agricultural product from the farm to the consumer. It is also the planning, organising, directing and handling of agricultural produce in such a way as to satisfy the farmer, producer and the consumer. A great number of interconnected activities are involved in doing this, such as planning production, growing and harvesting, grading, packing and packaging, transport, storage, agro- and food processing, distribution, advertising and sale.
Who Engages Agricultural Marketing Personnel?
Agricultural marketing skills are used in every corner of “agribusiness,” including small farms, corporate farms, and collectives; distributors; manufacturers of farm equipment, pesticides, and genetic enhancements for crops and livestock; feed and seed sellers; and more. Additionally, there are also government agencies which monitor and direct agribusiness practices.
- Farmers seek higher prices for their produce, and protection from price fluctuations. They try to lessen the amount of post-harvest waste and safeguard guarantees for the sale of their produce. They may also work to open up new markets or channels, such as selling directly to consumers instead of passing through producers.
- Agrichemical companies activities involve round promoting solutions to farm problems, offering farmers higher yields and protection from pests. However, a lot of solutions would be more strongly resisted by consumers, if it weren’t for effective public relations.
- Government agencies across several Africa countries at both the federal and state level campaign for farm production. The USDA Agricultural Marketing Service engages in a number of different programs to promote farm sales (and prices). The agriculture-rich state of California produces some $30 billion dollars’ worth of agricultural products annually and is one of the largest food exporters in the world. To safeguard this investment, the state has government-mandated programs covering about 66 percent of its agricultural production.
What Class of Customers Does Agricultural Marketing Aim at?
The main target for agricultural marketing practices are those who actually buy and eat the farm produce. As this consumer base represents nearly everyone, marketing campaigns often focus on one segment of the population at a time. People from diverse regions, as well as different cultural and socioeconomic backgrounds, tend to purchase different foods.
Classifications of Agricultural Markets
Markets for agricultural produce may broadly be divided into two segments:
- Wholesale market
- Retail market
- The Wholesale Market
Wholesale markets are segmented into:
- Primary wholesale markets: These are markets that are periodically held, either ones or twice a week. Agricultural produce comes from neighbouring villages. These markets deal in the sale of fruits, vegetables, food grains, all household requisites etc. for e.g. Village market.
- Secondary wholesale market: These class of markets are where small merchants purchase from primary wholesale market and sale in this markets. Some cultivators directly sell their produce in these markets. Each market comprises area with a 10-20 miles radius.
3. Terminal markets: These are the markets in which the produce is either finally disposed of, direct to consumer or processors or assemble for shipment to foreign countries. These markets are the parts where warehouses and storages are available/ cover a wide area, may be state.
- Retail markets: These markets are spread all over the city or town subject to municipal control.
They generally deal in all types of produce and serve the needs of the city people as well as of the surrounding villages. Particular type of market is located in a particular locality. Cloth market is one locality and grain, vegetable are in different localities. There is direct selling to consumer.
- On the basis of free intercourse or degree of competition
a. Perfect market: A market said to be perfect when all potential sellers and buyers are promptly aware of the prices at which transaction takes place, any buyers can purchase from any sellers. The principle underlying a perfect market expects that there must be a uniform price for anyone standardized commodity at a particular time at any place, there should not be restriction on the movement of a commodity, there must be a good number of buyers and sellers.
- Imperfect market: A market is said to be imperfect where some buyers or sellers or both are not aware of the prices at which transactions take place. There is restriction on movement of goods.
Imperfect markets are
a. Monopoly market: There is only one seller of the commodity
b. Duopoly market: It has two sellers of a commodity.
c. Oligopoly market: There are more than two but a still a few sellers of commodity
d. Monopolistic competition: A large number of sellers will deal in heterogeneous and differentiated form of a commodity.
What Career Opportunities Are Connected With Agricultural Marketing Strategies?
Sales and Marketing Representatives engage in a variety of agribusiness companies, promoting agricultural inputs (such as seed and fertilizer) and services (such as soil sampling).
Roles of Sales and Marketing Representatives
- communicate about agronomy products, and make appropriate recommendations to prospective customers
- create campaigns for growing market shares and opening new markets
- sales presentations with producers
- monitor prices of competitors’ products, as well as the prices (and prospective prices) of their customers’ produce; and strategically respond
Sales and marketing representative usually have a bachelor’s degree, but in some cases may have only an associates’ degree. Agriculture and Marketing majors are preferred.
Public Relations Specialists, Communications Managers, and Lobbyists work to inform their target audience about the virtues and needs of their business, as well as those of their business’ products.
Roles of Public Relations Specialists, Communication Managers, and Lobbyists
- handle media relations, issue press releases, respond to negative press, and arrange for coverage of positive developments and important legislative issues
- develop official statements, question-and-answer documents, background materials, positioning messages, and other communications materials
- develop their organization’s public identity and branding (for example, by promoting the company’s dedication to “organic” methods, or reputation for quality)
- develop educational/promotional materials informing about their industry
- protect regional labeling (such as Real California cheese or Florida oranges)
- meet with legislators to advocate measures promoting or protecting their company
Public relations specialists and communication managers need to have at least a bachelor’s degree, usually in public relations or communications. Political science is a useful minor. Successful lobbyists may come from their ranks, or the ranks of marketers, buyers, and managers; such jobs also require at least a bachelor’s degree, typically in marketing and agroscience.
Agricultural Marketing Specialists perform for government agencies, promoting farm and commodity interests in their state or region.
Roles of Agricultural Marketing Specialists
- direct/manage marketing campaigns for particular commodities
- promote the purchase of local produce, and seek customers for local produce in new areas
- administer government grants and cost-sharing programs
- meet with farmers, food buyers, agribusiness leaders, and members of the media
- monitor and adjust inspection and quality-control programs
- promote nutrition and education programs, if part of that agency’s mandate
Agricultural marketing specialists need at least a bachelor’s degree, with a major in marketing, business administration, or agricultural science; as well as several years’ experience in marketing.
What Benefits of Agricultural Marketing Do You Gain From a Marketing School?
Effective agricultural marketing entails the ability to analyze complex market data, utilise that data to identify changes in demand and develop persuasive arguments for multiple audiences in order to increase demand.
Fundamentally, marketing goes around understanding and communicating with people. In agricultural marketing, this entails people from a number of different groups, including farmers, consumers, and legislators—all with wildly different goals and concerns. Marketing and communications courses in marketing degree programs prepare you to build persuasive cases for each of these different groups.
Classes in economics and finance will help prepare you to properly analyze economic data. Agricultural marketing specialists must be aware of market issues particular to agriculture, such as commodities markets, futures trading, government subsidies, and the impacts of farm debt. Classes in law will prepare you for a field flooded with regulations.
A minor in agricultural science is also important for a career in this niche. Agronomy classes will help equip you to better understand both the components of the market and the people involved.
To know more about what a marketing school can do for you, seek information from schools with degrees in marketing, and sow the seeds for your own future career.
Sources and References:
- Abbott, J. C. (John Cave); Food and Agriculture Organization of the United Nations. Marketing Group (1986), Marketing improvement in the developing world : what happens and what we have learned (Rev. ed ed.), Food and Agriculture Organization of the United Nations.
- Tracey-White, J., Planning and Designing Rural Markets, FAO, Rome, 2003.
- Cecilia Marocchino, A guide to upgrading rural agricultural retail markets, FAO, Rome, 2009.
- Tracey-White J. “Wholesale markets: Planning and Design Manual”. Rome: FAO. Retrieved 19 April 2017.
- Reardon T.; Timmer P.; Berdegue J. “The Rapid Rise of Supermarkets in Developing Countries: Induced Organizational, Institutional, and Technological Change in Agrifood Systems” (PDF). electronic Journal of Agricultural and Development Economics. Retrieved 19 April 2017.