{"id":4215,"date":"2026-05-11T13:35:10","date_gmt":"2026-05-11T18:35:10","guid":{"rendered":"https:\/\/agrilife.org\/agecon\/?p=4215"},"modified":"2026-05-11T13:35:10","modified_gmt":"2026-05-11T18:35:10","slug":"building-a-marketing-plan-what-to-include","status":"publish","type":"post","link":"https:\/\/agrilife.org\/agecon\/building-a-marketing-plan-what-to-include\/","title":{"rendered":"Building a Marketing Plan: What to Include"},"content":{"rendered":"

A marketing plan is an essential risk management tool for any agricultural producer, although it is often overlooked. A marketing plan is basically a road map for your operation, helping to identify your goals and objectives and how you are going to achieve them. In this article, we discuss five important items to include in your marketing plan.\u00a0<\/span><\/p>\n

<\/p>\n

Building a Marketing Plan: What to Include<\/span><\/h2>\n

Financial Health Evaluation<\/span><\/h3>\n

One of the first things you should include in your marketing plan is your financial goal(s). Start by evaluating your current financial situation \u2013 debt, assets, income, liquidity. Understanding the financial health of your operation will help determine how much risk you can take on, which will influence many of the production decisions you make later down the road.\u00a0<\/span><\/p>\n

Production Goals<\/span><\/h3>\n

Including production plans\/goals into a marketing strategy might seem obvious to many, but we often forget that there should be a written plan when it comes to deciding what to produce, how much to plant, etc. When making these decisions, producers should consider the costs associated with production, and the prices necessary to break even. Additionally, evaluating how changes in yields will affect break-even prices allows you to compare potential outcomes and decide on the risk management strategy that best fits the needs of your operation.\u00a0<\/span><\/p>\n

Market Outlook<\/span><\/h3>\n

In today\u2019s world, updated marketing information is available with the click of a button. Quick access to market data can certainly help when developing your marketing plan if you understand how markets act and react. However, increasingly complicated and volatile market conditions can make it difficult for producers to utilize such information. When it comes to market outlooks and expectations, your local Extension economist can be a great asset.\u00a0\u00a0<\/span><\/p>\n

Risk Management\u00a0<\/span><\/h3>\n

A risk management strategy is a key component of the marketing plan. Producers should consider both production and price risk when selecting tools and products to manage operational risk. Production risk often refers to that which may affect yield, such as temperatures, rainfall, and other natural events. In addition to crop insurance, management practices such as irrigation, crop rotations, and diversification of income streams can help reduce production risk. Producers should also account for price risk in their marketing plan. Pricing alternatives, which will be discussed in a later article, allow producers to spread out commodity sales, reducing price risk.<\/span><\/p>\n

Strategy<\/span><\/h3>\n

Perhaps the most critical (and complex) piece of the marketing plan puzzle is figuring out how everything fits together. Beyond just developing an organized plan, you must be able to adapt to changes throughout the year. Finally, your marketing plan should be evaluated regularly to optimize productivity, limit risk exposure, and ensure longevity. Combining your finances, goals, and risks into one cohesive strategy is no easy feat, but this is something that your local Extension economist can assist with.\u00a0<\/span><\/p>\n

 <\/p>\n

To find your local Extension economist, visit: <\/span>Helping Ag Decision Makers – Extension Agricultural Economics<\/span><\/a><\/p>\n



<\/p>\n","protected":false},"excerpt":{"rendered":"

A marketing plan is an essential risk management tool for any agricultural producer, although it is often overlooked. 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