ABSTRACT
Agribusinesses have several important stakeholders with which they must establish and maintain relations conducive to a positive operating environment and their eventual success as businesses. The management of those relationships is part of an agribusiness’s overall marketing effort, although the ultimate aim is to increase sales as a route to greater shareholder value, at least for a private firm. Marketing, as a general concept, therefore concerns how an agribusiness, whether a farm, wholesaler or supermarket chain, will produce, what price it will charge, how its products will be delivered to the customer and how it will convey information to them. Competitor analysis is essential for every agribusiness; there is none that is an absolute monopoly, if only because agricultural products have substitutes. Globalisation is, however, having a significant impact on agribusiness marketing, especially of food products. Agribusiness marketing plans are also enacted at a government level, ranging from national sector plans down to quite local arrangements.
