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Establishing an Agribusiness: Considerations, Pricing, and Marketing Strategies

Learn about the considerations of purchasing a business, the importance of supply and demand, and effective marketing research and strategies in the context of establishing an agribusiness. Explore topics such as location and facilities, pricing goods and services, and improving customer relations.

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Establishing an Agribusiness: Considerations, Pricing, and Marketing Strategies

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  1. Lesson 3 Establishing an Agribusiness

  2. Next Generation Science / Common Core Standards Addressed! • CCSS.ELA Literacy.RST.9‐10.8 Assess the extent to which the reasoning and evidence in a text support the author’s claim or a recommendation for solving a scientific or technical problem. • CCSS.ELA Literacy. RST.11‐12.9 Synthesize information from a range of sources (e.g., texts, experiments, simulations) into a coherent understanding of a process, phenomenon, or concept, resolving conflicting information when possible

  3. Agriculture, Food and Natural Resource Standards Addressed! • CRP.10.02. Examine career advancement requirements (e.g., education, certification, training, etc.) and create goals for continuous growth in a chosen career. • CRP.10.02.02.c. Evaluate actions taken and make appropriate modifications to continuous growth goals in career areas.

  4. Bell Work Objectives • Identify the considerations of purchasing a business. • Describe the importance of supply and demand. • Explain the usefulness of marketing research and strategies. • Identify the importance of location and facilities.

  5. Advertising Break-even Competition Competitive pricing Demand Facilities Fixed costs Franchise Inelastic demand Leader pricing Market niche Market pricing Market research Multiple pricing Odd-ending pricing Vocabulary

  6. Vocabulary • Price • Pricing by cost • Sales forecast • Starting costs • Supply • Traffic • Variable costs • Wholesale pricing

  7. Objectives • Describe the costs associated with running a business. • Identify methods of pricing goods and services. • Identify ways to improve customer relations.

  8. What should be considered when purchasing a business? • An agricultural business can be established in one of three ways: • Opening a new business • Purchasing an existing business • Purchasing a franchise business

  9. Opening a New Business • When opening a new business, the entrepreneur is faced with many decisions, including: • Location • Suppliers • Policies

  10. Advantages of a New Business • No fear of poor management or history to overcome • The manager is free to be as creative as they’d like • The business can be strategically located and adequately equipped

  11. Established Business • The established business has: • An experienced staff • Cash flow • A customer base • Facilities

  12. Before purchasing an Established Business • Entrepreneur must first consider • Prior management • Financial standing • Profitability • Location

  13. Franchise • A franchiseis a business that has been given the right to market a product or service by its owner • Examples • Pizza Hut • Taco Bell • McDonald’s

  14. Franchised Business • Customer awareness of established products and services • Limited to the products and services they can provide

  15. What is the importance of supply and demand? • Competition • The rivalry for a business’s customers markets

  16. Supply • Supplyrefers to the amount of products or services available from a business at any given price • Increases as its price increases • Decreases as its cost of production increases

  17. Supply • Can vary depending on outside changes • Technology • Price of resources • A change in the price of substitute products

  18. Demand • Refers to the customers’ willingness to buy a product or service at a given price • People tend to buy more low priced products than high priced products

  19. Inelastic Demand • Refers to purchases made regardless of price • Grain is an example of inelastic demand for a farmer. • Without grain, the livestock cannot be properly fed

  20. How are marketing research and strategies useful?

  21. Market Research • Includes the gathering, recording, and analysis of data related to marketing • Is crucial information for a business manager

  22. Market Research • Provides information about potential customers: • Where they live • What they want • Will they pay the prices • And does the business’s advertising attract customers

  23. Reasons for Research • Analyze the possibility of opening a new business successfully • Analyze an existing business

  24. Collecting Information • Telephone surveys • Mail surveys • Face-to-face interviews • Employee interviews

  25. Market Niche • Market research may be useful in helping a business develop new products. • This will result in a new market niche, or segment of the market.

  26. Advertising • Communicating with customers about your products or services. • Can focus on the business or the products and services offered by the business. • Marketing Information is used to understand your customer base.

  27. Mass Media • Television • Radio • Print • Billboards

  28. Why are location and facilities important? • The location of a business is one of the most important factors in their success • Traffic, on foot or automobile activity in the area around a business, is essential

  29. Factors of Location • Choosing an area within the proposed city or town • Traffic patterns • Local competition • Possibility of growth and expansion • Site costs/Proposed returns • Local laws/zoning ordinances • Facilities

  30. Facilities • The buildings or areas that a business occupies. • Adequate space is needed for the production and display of merchandise. • Specific requirements such as oversized doors and equipment should also be accounted for. • Utilities including sewage, electricity, and water are also important to consider.

  31. Renting vs. Ownership • Ownership allows complete freedom in making changes to the facilities. • Renting allows for more money to be invested into the products.

  32. What are the costs associated with running a business? • Fixed costs • Variable costs • Starting costs

  33. Fixed Costs • Fixed costsare those costs not dependent on sales, production, or service. • Examples of fixed costs include building and storage costs, utilities, insurance, and advertising.

  34. Variable Costs • Variable costsare those costs directly related to the business’s volume of sales and production. • Variable costs include the cost of materials and labor.

  35. Starting Costs • Initial costs related to starting a business are called starting costs. • Starting costs include the expenses of fixtures, equipment, decorating, remodeling, starting inventory, utility deposits, legal and professional fees, and licenses and permits.

  36. Monthly Expenses • Businesses should also be prepared for monthly expenses. • These include your salary, employee salaries, payments on properties, advertising, delivery expenses, supplies, utilities, insurance, taxes, maintenance, interest, and legal fees.

  37. How are goods and services priced?

  38. Price • The price of a product or service is the cost at which it can be obtained. • The price of a product or service should be set high enough to cover expenses but not so high as to decrease sales. • Pricing a product or service too low can also decrease sales because a higher price implies higher quality.

  39. Break-even • To break-evenyour costs must be equal to your profit. • The break-even point is equal to the sum of fixed and variable costs.

  40. Sales Forecast • A salesforecast is an estimate of future sales based on the marketing plan.

  41. Odd-ending pricing • Odd-ending pricingrefers to the practice of pricing a product less than the next whole dollar, this is sales psychology. • Research shows, for example, that pricing an item at $59.99 vs. $60.00 will make the customer feel like they are getting more for their money.

  42. Multiple pricing • Multiple pricingrefers to offering a discount when making volume purchases.

  43. Leader pricing • Leader pricingis the at-cost or under-cost pricing of a name brand item to bring customers into the business.

  44. Wholesale pricing • Wholesale pricingrefers to the selling of large quantities of products to a retailer who then marks up the product before selling it to the consumer.

  45. Pricing Considerations • Turnover, spoilage, markdowns, employee discounts, and delivery and installation expenses are also considered when pricing products and services.

  46. Establishing Prices • Pricing by cost • Competitive pricing • Market pricing

  47. Pricing by Cost • Pricing by costis formulated by adding the; • Cost of labor • Cost of materials • Percentage of the overhead • Desired profit

  48. Competitive pricing • Competitive pricingis used to set prices in accordance to competition.

  49. Market pricing • Market pricingrefers to setting a price that will be acceptable in the current market.

  50. How can customer relations be improved? • Without customers, a business would fail to exist.

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