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A marketing plan is essential for every horticultural business and for efficient and effective marketing of any horticultural product or service. A marketing plan serves as a road map. It establishes objectives, recommended actions, and timing for achieving the objectives. An understanding of the marketing planning process is also a valuable aid in helping managers organize their thinking about the marketing process and the various methods and procedures used. A strategic marketing plan takes into account the market environment facing the business (e.g. trends, competitive environment, regulatory issues, technological advancements, etc.) Thus, the emphasis is not only on projections but also on an in-depth understanding of the market. | January 2000 EB 2000-01 Developing a Strategic Marketing Plan for Horticultural Firms Gerald B. White and Wen-fei L. Uva Department of Agricultural Resource and Managerial Economics College of Agriculture and Life Sciences Cornell University Ithaca New York TABLE OF CONTENTS INTRODUCTION . 1 AN OVERVIEW OF STRATEGIC PLANNING . 2 Characteristics of Strategic Planning . 2 The Purpose of Strategic Planning. 3 Contents of a Strategic Plan . 3 Steps of the Strategic Planning Process.4 DEVELOPING THE STRATEGIC MARKETING PLAN. 7 A Suggested Outline .7 I. EXECUTIVE SUMMARY . 8 II. FIRM S MISSION STATEMENT. 8 III. SITUATION ANALYSIS . 8 A. Analysis of the External Environment. 8 B. Analysis of the Firm s Strengths and Weaknesses . 9 C. Description of Products Services. 9 D. Target Markets . 9 E. Market Potential .10 IV. OBJECTIVES.11 V. STRATEGIES.11 A. Overall Strategy . 11 B. Competitive Strategies . 11 C. Pricing Place Distribution and Promotion Strategies . 13 D. Marketing and Advertising Budgets . 20 VI. FINANCIAL IMPACT EVALUATION.20 A. Sales Forecast 21 B. Expense Forecast . 22 VII. POTENTIAL PROBLEMS IN ACHIEVING GOALS OR OBJECTIVES AND PROPOSED SOLUTIONS. 23 VIII. IMPLEMENTATION OR TACTICAL PLANS .23 IX. REVIEW AND EVALUATION SCHEDULE.23 X. APPENDICES .23 REFERENCES .24 APPENDIX A .25 Developing a Strategic Marketing Plan for Horticultural Firms Gerald B. White and Wen-fei L. Uva1 A marketing plan is essential for every horticultural business and for efficient and effective marketing of any horticultural product or service. A marketing plan serves as a road map. It establishes objectives recommended actions and timing for achieving the objectives. An understanding of the marketing planning process is also a valuable aid in helping managers organize their thinking about the marketing process and the various methods and procedures used. A strategic marketing plan takes into account the market environment facing the business e.g. trends competitive environment .
