Developing

a

marketing


strategy

involves

three


elements:


1)


determining


present


situation;


2)


determining
final

marketing


goals;


and

3)


developing


a

logical


plan


for


getting


from

the


present


situation


to


the


final


goal.
Determining

the


present


situation
This

often


involves

the


most


work

and

time.


Make


assessments


of


the


market,


personal


financial
circumstances

and

available


marketing


alternatives.


An


understanding


and

assessment


of


a

particular

market
is

required,


including


the


importance


of


supply


and

demand

and

maintaining

a

timely

awareness


of


the


current
market
situation


and

trends.

Use


enterprise


budgets

to


help


in


assessing


various


marketing


alternatives.


The
most

profitable

marketing


alternative

may


be

unacceptable


because


of


time


required,


unacceptable


cash

flow,
or

incompatibility


with


other


personal


or


business


goals.
Determining

marketing


goals
This

is


based


on

assessments


made


during


the


determination

of


the


present


situation.


If

attainable


marketing
goals

are


not


established,


the


producer


may


drift


aimlessly

through


sales


opportunities.


Relate


goals


to
operating
costs.


Know


how


much


different


levels

of


operation

will


cost


and

establish


goals


that


will


at


least
cover

costs.


The


level

that


goals


exceed


operating

costs


will


depend


on

the


willingness


to


accept


risks

and
other

personal


and

business


goals.
Developing
a


logical

plan
Finally,

consider


all


reasonable


alternatives,


and

develop


a

marketing


plan.


Evaluate


the


operation,


labor


and
financial

requirements,


and

other


advantages

and

disadvantages


of


each

alternative.


The


selection


of


a
specific

or


combination


of


marketing


alternatives

should


be

tailored


to


the


market

assessments,


individual
financial

circumstances


and

the


size


of


the


operation.
What

next
After
a

marketing


strategy

has

been


developed,


write

it

down.


Test


the


strategy

through


several


hypothetical
cases
and

modify


as

necessary.


Think


through


all


the


things

that


could


happen.

Once


a

final


strategy

has
been

selected,


follow

it.


Lack

of


marketing


discipline

is


a

common


management


problem.
The

purpose

of


developing


a

marketing


strategy

is


to


provide


direction


for


actions.


The


objective


is


to
maximize

the


probability

of


achieving


marketing


goals.


Marketing


management


is


an

obligation


that


can’t


be
ignored.

Marketing


Alternatives
What

Agriculture

product


to


market
Aquaculture

products


marketed

on

a

small

-

scale


include

sport


fish

such

as

channel


catfish


and

rainbow


trout,
baitfish
(e.g.,


golden


shiners


and

fathead


minnows),

and

aquatic


invertebrates


such

as

crayfish.


The
previously

discussed


marketing


considerations


apply


regardless

of


the


species


involved.


The


most


common
species

produced

and

marketed

on

a

small


scale


in


the


southern


United


States


is


the


channel


catfish.


The
following

discussion

of


marketing


alternatives

deals


primarily


with


channel


catfish.
Fee

Fishing


or

Pay


Lakes
Fee

fishing


is


an

attractive

marketing


alternative

for


many


small

-

scale


producers.


The


increased


demand

for