University:
California State University, Northridge
Course:
MKT 304 | Marketing Management
Academic year:

2023
Views:

250

Pages:

9
Author:

SSuci

Supply Chain Management Approach Issues Presentation 01 Marketing Issues Agriculture 02 Example of a workaround solution agricultural marketing issues 1. Agricultural Marketing Issues Agricultural Commodity Issues (primary): 1. Perishable 2. Bulky/Voluminous (large volume) 3. High diversity Agricultural Production Process Issues: 1. Depending on season/natural factors 2. Generally land-based Implications: 1. Importance of harvest and post-harvest handling (use of harvesting tools, transportation, packaging, processing, storage) 2. Importance of grading, standardization Implications: 1. Production gap between harvest seasons - famine 2. Price fluctuations (low prices during harvest, high prices during famine) 3. Gestation period 3. Large margins (price differences) between production locations and consumers 4. The distance between the location / center of production and the location of consumers 4. Land use competition/land conversion, the need for farmland protection 1. . Agricultural Marketing Issues ..... 1. Long marketing chain of agricultural commodities from farm gate --- consumer gate 2. The number of parties/marketing institutions involved causes the price at the end consumer to be expensive/high 3. Greater risk of commodity damage during the marketing chain 4. The product flow (supply chain) from primary products - early stage agro-industry (semi-finished materials) - next stage agro-industry is not yet integrated. Each process is separate 2. Marketing and Supply Chain Concepts 2.1 Definiti on Agricultural marketing is one of the agricultural sub-systems 🡪 off-farm activities (downstream industry sub-system) In general, marketing of agricultural products is an activity flow of agricultural products from producers (farmers) to consumers The end. 2. Marketing and Supply Chain Concepts cont... ⮚ ⮚ Supply chain as the integration of key business processes from end users through original suppliers that provide products, services and information that add value to customers and other stakeholders. A supply chain is a series of flows of physical goods, information and processes used to deliver products or services from a source location (supplier) to a destination location (customer or buyer). 3. Supply Chain Type Types of food supply chains based on the type of production and distribution process of plant and animal products: 1. Supply Chain of Fresh Food Products (such as fresh vegetables, flowers, fruits). 2. Supply Chain of Processed Food Products (such as snacks, meals, canned food products). ⮚ In the food supply chain, food (product) move flows continuously from producer to consumer through the processes of production, processing, distribution, retail and consumer. ⮚ Risk in generating waste/loss on each Supply chain stages have a very high potential for perishable food products to reduce profits and product quality in the food supply chain. Image. Food Supply Chain Flow 10 Thank You!