Exploring Marketing Mix for Building a Viable Agro Business

Abstract

The marketing mix is an important strategy and consists of the marketing tools to be used to sell products. A number of different approaches have been employed by firms to achieve competitive advantage. Very f ew studies, however, have focused on agribusiness and the marketing mix let alone studying the marketing mix for agribusiness. This paper is part of a larger study on the Dynamics of marketing farm produce in selected urban markets. It contributes in propo sing a model by adding three other Ps (Policies, Physical climate, and Partners) to the existing traditional 4Ps; (Product, Price, Place and Promotion) for effective marketing of farm produce to address food security and unemployment. This study critically reviews strategies used by farmers and distributors to market farm produce, acknowledging that a marketing strategy defines objectives and describes the way to satisfy customers in a chosen market. Both theoretical and empirical literature is reviewed. Co nclusions are drawn based on the findings.