Marketing for Small Agribusinesses
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Markets are widely recognised as a key component of development. Many governments and international donors now embrace the need to enable producers to take advantage – even create – business opportunities. The concept of ‘Making Markets Work for the Poor’ is a way of bringing the benefits of economic growth to poorer parts of society. This module is aimed at students and researchers from the academic world and development practitioners – from private business, government departments, international development agencies or non-governmental organisations (NGOs) – who work with micro- and small enterprises based mainly but not exclusively in rural areas, what we call ‘small agribusinesses’.
The Module addresses a broad range of economic sectors. The concepts and principles apply not only to smallholder farmers, but also to food processors, traders and intermediaries, collectors and processors of forest products, fishermen, or producers of other natural resource-based artisanal products or handicrafts. Markets for these product markets are also linked to markets for services, such as wage labour and business support, which are integral to developing a thriving economy.
The module will assist students to understand how markets function, and enable you to develop practical skills to support small agribusinesses in marketing their products, to identify intervention points and to design approaches whereby outsider stakeholders can promote markets and pro-poor economic development.
Objectives and learning outcomes of the course
Students who complete the Module will be able to:
- identify the external environmental factors and the intra-firm environment shaping market opportunities for small agribusinesses
- apply specific methods for market and business analysis in order to identify marketing options
- use tools and guidelines for small agribusinesses in marketing their products.
- identify specific areas where policy initiatives and interventions may facilitate market access by small agribusinesses.
Scope and syllabus
The Module aims to convey the importance of markets in economic development and poverty reduction, and the role of marketing as a multiplier of development. It covers the wide range of factors in the external environment and within the firm or organisation that can affect their success in marketing. It shows how the marketing concept can be applied to small agribusinesses and the ways in which development practitioners can support small agribusinesses in accessing and developing markets for their products.
The module begins with a brief introduction to markets and marketing in Unit 1, with a focus on the issues facing small agribusinesses when they come to participate in markets. The remaining nine units are grouped into three parts.
Part I, Environmental Analysis (Units 2–4) examines the context, or environment, in which small agribusinesses operate: consumer demands, the political, social, economic, and technical factors that shape markets, as well as the structure and demands of different types of market systems.
Part II, Enterprise Strategy (Units 5–7) focuses on the steps that an individual small agribusiness can take to analyse their own position in the marketing environment and develop their marketing tools and strategy.
Part III, Support Strategy (Units 8–10) expands the focus from the individual agribusiness to the wider issues of how value chains (market chains) function and how markets can be made to work better for small agribusinesses. Possible intervention points are noted for policy initiatives to start or enhance business activity among individual producers, collective enterprises, and other small firms.