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?