A. Market potential for goods to be handled or services
to be provided
B. Markets to be served (current and future) and their
attributes
C. Ease or limitations of entering the market
D. Marketing plan (strategies to be followed, associated costs,
summary of key actions)
E. Overall assessment of the marketing situation and
plan
Various components of the project's proposed marketing plan,
whether for products to be marketed or goods to be sold, need to
described and analyzed. The marketing environment should be fully
described. The description should include how the product or
products will be introduced and channeled into available markets. A
description of potential customers, processors, handlers, etc.
should also be provided.
Procurement and sales strategies for commodities or goods to be
purchased and/or sold should be described. This section should
address market demand implications, marketing costs, transportation
issues, coordination with others in the market chain (e.g.,
brokers, venders, manufacturers, processors, pooling, etc.), the
quality and form of the products to be marketed, and an overall
strategic assessment of marketing the product or products. When
applicable, information from market outlook reports (e.g., USDA and
other government agencies) that provide forecasts on specific
crops, products, and industries are helpful for providing a context
for the marketing plan.
Relevant charts, graphs, and tables should be provided to present a
clear picture of the marketing environment. If it's a value-added
venture, the implications of marketing the resulting products
should be defined. How those products fit into existing markets
given competitors' similar products should be researched and
reported. From the overall marketing analysis, an assessment of the
feasibility of the proposed marketing plan should be included.