Title: Develop a marketing plan.
Course: Aquaculture Infusion Units (AIU) > Section: Marketing Aquaculture Products

Developing the marketing plan should include

- importance of developing a marketing plan (market research and analysis)
- determination of market goals
- identification of possible market outlets for the product
  - processing markets
  - recreational markets
  - retail markets
  - restaurant markets

- factors in selecting an appropriate market and implementing marketing strategies (i.e., wholesale vs. direct-to-consumer vs. retail)
  - profitability
  - need for equipment
  - accessibility
  - species of aquatic crop
  - quantity
  - size and maturity
  - quality

- cost of marketing
  - transportation
  - grading
  - harvesting
  - packaging
  - storing
  - advertising

- development of plans to reach the marketing goals
- process of marketing promotion
- quality control procedures (e.g., sanitary transport of product)
- activities associated with marketing
  - product tracing
  - grading
  - transporting
  - processing
  - packaging
  - storing
  - wholesaling
  - retailing

- evaluation of the marketing plans.

Process/Skill Questions:

- Why is it important to have a marketing plan?
- How does seasonality affect an aquaculture product’s marketing plan?
- Why is sanitary transport important?
- What are some scientific skills required to maintain quality of fish and fish products?