Agroindustrial marketing studies the movement and behavior of goods and services dedicated to the agricultural sector, emphasizing issues such as consumer behavior and the promotion of agricultural products internationally. Analyzes changes and trends in food product markets and their implications for agricultural production chains.
Although the agricultural sector has weakened notably in recent years in Latin America, the use of new international marketing strategies and the competitiveness of agricultural products can make the sectors dedicated to agriculture overcome their difficulties and begin to generate positive cash flows with a greater generation of value, so that the fields represent an integral alternative for both economic and social development.
The application of the various economic, management and marketing principles in rural agricultural sectors is a pressing need since only by increasing the productivity of the fields and improving agricultural marketing systems, will it be possible to improve income levels and well-being in the less favored classes, which are generally rural dedicated to subsistence crops.
AGROINDUSTRIAL MARKETING AS AN ANSWER:
In agricultural marketing, generally the highest profit margins are found later in the crop production process; those who do the hard work often keep a small part of the profit. Given these situations, it is necessary to design training, awareness and learning policies to teach farmers the most appropriate strategies to market their products. And from a broader point of view, to design strategies for the international marketing of agricultural products, to make the products known and sold in all possible regions, increasing the added value and generating greater opportunities in societies.
There will always be problems. Satisfying the demand for new markets represents a challenge for small and medium-sized producers that is not always easy to cope with, creating new expectations for them, accompanied by new problems. A viable strategy is required to address the problems and needs that are emerging, especially among small and medium-sized producers.
THE IMPORTANCE OF GOOD PLANNING:
To make agribusiness marketing strategies a reality, several elements will be necessary:
Financial studies: Analysis of long-term investments and cost of capital for agribusiness, including long-term decisions, valuation of durable assets, use of investment strategies, accounting in times of risk and liquidity relationships.
Agribusiness Logistics: Operations necessary to carry out successful commercialization processes: namely: transport, storage, care and presentation.
Management: Strategic positioning and competitive dynamics. Vertical coordination in agro-industrial chains. Market studies, technological change and, as an important element, agricultural research and agricultural technique including training.
Among the fundamental elements are the remuneration of productive resources (labor, land capital), price characteristics and environmental aspects of production in order to improve productivity.
Analyzing the operation and development of agricultural and food markets and the commercial evolution of their marketing can be a valid strategy to seek development in societies and better opportunities in Latin American fields.
Identifying opportunities is the key to success.
