The New Farm Market Case Study

Debbie and Rich are a young couple interested in beginning a roadside market on Rout 43, between Wolf Chase and Lionville. Their interest stems from the need to increase profits currently being realized from their wholesale vegetable operation. Rich and Debbie are realists. They plan to grow a few of the vegetables they grow best and purchase vegetables, fruits and other items from local growers, wholesalers, and other sources for resale.

To determine if their objective of establishing The New Farm Market is feasible they are developing a marketing plan. Debbie and Rich involved their county agricultural agent and extension marketing specialist in completing their plan.

Selected information on market resources, the target market, existing market demand, market trends, objectives and strategies, product mix, market share, and market type needed to develop a marketing plan for"The New Farm Market" is presented in the completed worksheets found in Appendix A of this guide. For ease of illustration, the operating statement, balance sheet, cash flow statement, and pro forma statement projections are found in Tables 1 to 4 at the end of the financial planning and budgeting section of Chapter 1.

The results of the New Farm Market case study and a review of the financial statements suggest Rich and Debbie's venture into the farm market is recommended.

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