By James G. Brown
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P. (EDI development studies) Includes bibliographical references. Agricultural processing industriesDeveloping countries. Industrial development projectsDeveloping countries. Series. 1 '091724dc20 93-3077 CIP Page iii Contents Foreword v 1. Introduction 1 A Guide and Field Reference 3 A Training Manual and Textbook 4 A Working Definition of Agroindustry 4 A Methodology for Agroindustrial Investment Analysis 5 2. Identifying, Developing, and Servicing Markets 9 Marketing and the Market-Oriented Enterprise 10 Coordination and Leadership in Production and Marketing 12 Market Development: Some Examples of Success and Failure 13 Understanding the Consumer: Factors That Influence the Purchase Choice of Food Products 15 Identifying Market Opportunities 20 The Marketing Strategy 27 Summary: The Marketing Strategy 50 Evaluating Marketing Strategy: Some Critical Questions 51 Conclusion 54 Appendix.
Processing involves transformation and preservation through physical or chemical alteration, storage, packaging, and distribution. Many of the examples and descriptions appearing throughout this text relate to one of the principal products of agroindustryfoodand to Page 5 the processing of it. Some of the most difficult tasks in agroindustry lie in food processing, not only because of the extreme perishability of many of the raw materials, but also the sophistication of the markets, the need for quality control, the high value added, the packaging requirements, and the strict regulations.
A commercial organization that is distant from its marketsgeographically, economically, or culturallywill have to rely more on the intermediaries between itself and the final buyer. These intermediaries should become an integral part of an information system that delivers accurate, timely, and relevant information on present product performance and future market opportunities. Market Development: Some Examples of Success and Failure Market penetration and sustained profitable sales are the combined result of many correct decisions and successful actions.
Agroindustrial investment and operations by James G. Brown