It is exciting and diverse. It is changing quickly. It relies on the weather, uses an incredible

Figure 10. The process of feeding animals in husbandry
*Source: Image provided by Agromir firm.
Some firms may choose a single area of concentration, using the rationale that concentrating all their efforts on a single class of customers allows them to do a better job and may effectively block out new competition. A farm supply store that caters only to larger commercial farmers would be one example. Another farm supply store might develop a “dual segment” concentration by building a special display area for lawn and garden equip- ment and seasonal nursery stock, so that it appeals to suburban homeowners. In another area of the facility, they may have a special office area to work directly with commercial farmers. Of course, there are a host of factors involved in market strategy decisions, including firm size, location, experience, and competition. But once the market segment or segments have been targeted, the agribusiness must concentrate on the products and services that will succeed there.

4.2. The marketing mix

Countless decisions face today’s agribusiness marketer particularly once the target markets are identified and a company position is chosen. As an example, let’s use large commercial vegetable growers in the San Joaquin Valley. What specific products, services, and information will be provided to these growers? How will this bundle be priced? How will the value provided by these products and services be communicated to the target market? What is the best distribution channel to use to effectively service this group of large California growers? This set of critical decisions the four Ps of marketing: product, price, promotion, and place—is called the marketing mix. The marketing mix is that combination of price, product, pro- motion, and place strategies implemented by a firm to support a specific position in the market. The ultimate job of the agribusiness marketer is to craft a marketing mix consistent with the firm’s desired position that creates good value for the customer.