IDEAS home Printed from https://ideas.repec.org/a/oup/revage/v31y2009i4p984-998.html
   My bibliography  Save this article

Growing a Niche Market: A Targeted Marketing Plan for Colorado Homestead Ranches

Author

Listed:
  • Dawn Thilmany McFadden
  • Wendy Umberger
  • Joshua Wilson

Abstract

Colorado Homestead Ranches is one of a number of emerging value-added agricultural enterprises exploring the use of direct marketing to improve profitability and manage the risk inherent in commodity markets. This case study presents the market analysis and marketing channel information they used in developing a strategic marketing plan that includes a focus on consumer interest in production practices, willingness to pay for differentiated beef products and food purchase behavior as they explore further expansion of their business. Students are encouraged to consider targeted marketing strategies and the advantages and disadvantages of various marketing channels available to value-added producers. Copyright 2009 Agricultural and Applied Economics Association

Suggested Citation

  • Dawn Thilmany McFadden & Wendy Umberger & Joshua Wilson, 2009. "Growing a Niche Market: A Targeted Marketing Plan for Colorado Homestead Ranches," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 31(4), pages 984-998, December.
    • Handle: RePEc:oup:revage:v:31:y:2009:i:4:p:984-998
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Other versions of this item:

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:revage:v:31:y:2009:i:4:p:984-998. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Oxford University Press or Christopher F. Baum (email available below). General contact details of provider: https://edirc.repec.org/data/aaeaaea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.