1. DEVELOPING A STRATEGIC MARKETING PLAN For Horticultural Firms Prepared by Gerald B. White Professor Department of Agricultural, Resource, and Managerial Economics Cornell University Ithaca, NY 14853

10. Target Market

11. PRODUCT STRATEGY

15. TARGET MARKETS

16. Target Markets Target market: a group of customers (people or firms) at whom the company aims its marketing effort.

20. COMPETITIVE STRATEGIES

24. SOURCE OF COMPETITIVE ADVANTAGE Porter’s four generic business strategies 3. Cost focus 4. Differentiation focus NARROW TARGET Competitive Scope BROAD TARGET 1. Cost leadership DIFFERENTIATION 2. Differentiation LOWER COST

39. Another important outlet is marketing- Direct to consumers -The potential volume which can be marketed direct is greatest near large population centers---an advantage often enjoyed by Northeast growers!

49. 1) the medium will actually reach the target audience; 2) the medium is appropriate for the message conveyed; and 3) cost differences among media are important when establishing an effective communication mix.

52. Some horticultural businesses are primarily service providers or have a substantial service component to them. To market their services, firms may consider three additional P’s ;

55. But with businesses which have an important service component, people or employees, assume an even greater importance because they are the customer’s contact point with the business. Services typically cannot be separated from the creator-seller of the service.

57. Target Market