1. Marketing Research in Action

2. Do Our Own Marketing Research Rob Fletcher School of Agriculture and Horticulture University of Queensland Gatton

3. Two-day Short Course

5. Designing rural communities for the future

6. Introductions 10 Planning Steps Brainstorming Homework SWOT DOOR Marketing

7. Facilitation: Initiate nothing Motivate no-one Content nil

8. Name Affiliation Reason for attending Agribusiness to target Desired outcomes Introductions:Introductions:

9. We can talk about us Facilitator provokes Exchanges occur

10. We all know who each of us is We all have the ‘same’ problem Outcome:Outcome:

11. 10 Planning Steps

12. 1. Are we contented? Planning:

13. Crisis? Designing a better future?

14. Each participant’s system is unique Experience Aspirations Capabilities

15. Participants are empowered

16. What are the best bets?

17. Unpredictability: chaos Non-linear/Discontinuous Feedback from learning

18. We should only gamble what we can afford to lose Taking risks:

19. anticipointmentanticipointment n. the expectation and disappointment often experienced with new rural industry development

20. 2. Why are we contemplating change? Planning:Planning:

21. What is our purpose? Planning:Planning:

22. What is the purpose of our purpose?

23. What is the purpose of the purpose of our purpose?

24. Focus on the the main game

25. How will we know we have been successful? Planning:Planning:

26. BenchmarkingBenchmarking

27. What happens if we are successful? Planning:Planning:

28. Future purpose

29. ForpossingForpossing n. focussing on the purpose

30. 3. What do we enjoy? Planning:Planning:

31. Production dominates producers

32. Will the changes drive us crazy?

33. Expecting windfall profits can be exhilarating

34. discolightdiscolight n. the delight of discovery

35. 4. What is our commitment to change? Planning:Planning:

36. DependancyDependancy

37. contribendcontribend n. the benefits from contributing

38. 5. Is there easy access to info? Planning:Planning:

39. Media reports Hunches Data Information Knowledge Wisdom Accessibility increases Accessibility increases  Value to you increases Value to you increases 

40. Boot-strappingBoot-strapping

41. Decision making with insufficient info

42. scantilligencescantilligence n. the level of information or intelligence usually available for new rural industries

43. 6. What is the new product? Planning:Planning:

44. Marketing satisfies consumer needs

45. Quality is the consumer’s view of the product

46. Do we know our consumers’ needs?

47. We will never hit a target unless we aim at it

48. consticationconstication n. consumer gratification

49. 7. What is the new product’s marketability? Planning:Planning:

50. Why produce something nobody needs?

51. ProducerProducer Processor/packagerProcessor/packager TransporterTransporter Wholesaler/packagerWholesaler/packager RetailerRetailer ConsumerConsumer Value/supply chain:

52. purchumepurchume n. the sweet aroma emitted by a consumer purchasing what he or she really needs

53. 8. Is the new product easy to produce? Planning:Planning:

54. nopestsordiseasesnopestsordiseases n. the ubiquitous claim made for any rural enterprise that has never been field tested

55. 9. Are others also considering change? Planning:Planning:

56. Changes need expertise in: 1. Production 2. Marketing 3. Business

57. No one is expert in all three

58. What can we do for ourselves?

59. Who do we need?

60. How much are we dependent on others?

61. committerationcommitteration n. the state of being dependent on collaboration

62. 10. With whom should we plan? Planning:Planning:

63. Everyone affected by a solution should contribute to finding it

64. cooperationcooperation

65. INTERNAL EXTERNAL

66.     

67. Don’t wrestle with pigs..you get dirty and they enjoy it

68. Thank you