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STRATEGIC MARKETING ESSENTIAL 

 TO COMPETE EFFECTIVELY 



In order to adapt to this new trading environment, strategic 

 marketing is essential. A strategic marketing approach consists of 

 a strong long-term market development plan that identifies markets 

 and sets out strategies for increasing exports to those markets. 

 Such an approach would help U.S. agriculture better compete in 

 export markets. For many years, the U.S.' European competitors 

 have employed these practices with great success, particularly in 

 exporting high-value products. 



Strategic marketing includes devising a long-term market 

 development plan that identifies markets and growth potential. It 

 provides the needed information to enable producers to satisfy 

 consumer needs or preferences in those markets. It seeks to ensure 

 that products are competitive and that distribution systems are in 

 place to deliver the products efficiently. It also attempts to 

 ensure that consumers are aware of these products through effective 

 promotional activities. Finally, strategic marketing needs 

 continual innovation, adapting to changes as they occur, and 

 seeking to keep ahead of global competition. 1 



See U.S. Department of Agriculture: Strategic Marketing Needed 

 to Lead Agribusiness in International Trade (GAO/RCED-91-22 , 

 Jan. 22, 1991); and Dairy Industry: Potential for and Barriers to 

 Market Development (GAO/RCED-94-19 , Dec. 21, 1993). 



82-820 0-94-4 



