Garden Center Business Plan

Garden Center Business Plan-42
These are, in fact, only a couple of aspects of marketing.From a managerial perspective, marketing may be defined as the total system of business activities designed to plan, price, promote, and distribute nursery products that satisfy the wants/needs of potential/present customers, while achieving the businesses’ objectives.

These are, in fact, only a couple of aspects of marketing.From a managerial perspective, marketing may be defined as the total system of business activities designed to plan, price, promote, and distribute nursery products that satisfy the wants/needs of potential/present customers, while achieving the businesses’ objectives.

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One major point that needs to be emphasized here is that the situational analysis is an ongoing part of marketing planning.

Its purpose is to keep the manager aware of changes taking place inside and outside the business. Objectives provide targets for the direction and guidance of the marketing plan.

In an industry as large and diverse as the Texas nursery industry, it is impossible to develop a general marketing program that would apply to all participants in the nursery industry because management skills, market opportunities and resource availabilities vary considerably in each part of the country.

Thus, step-by-step guidelines are presented which can be used to develop an individualized marketing plan.

While developing a market plan alone cannot guarantee success, it does insure that factors affecting the profitability and survivability of the nursery are considered. In conducting a situational analysis (Table 1), the manager typically gathers two types of information: (1) internal or business related information; and (2) external or market related information.

Garden Center Business Plan

Target Market Selection Once possible markets have been segmented (Table 1), the task at hand becomes one of deciding which markets to target.

The major emphasis in this definition is the customer, first and foremost.

The business that provides customers with what they want, when and how they want it, will be the most successful.

The determination of realistic marketing objectives requires a sound situational analysis.

Since these objectives will guide the entire plan and its strategies they have to be realistic and clear. The setting of objectives is an ever changing part of the planning process. At this point in the process, the manager’s task is to determine an overall strategy to achieve the defined objectives.

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