The purposes of this study included: recognizing the risks and challenges farmers face when growing a new crop, understanding agricultural marketing and its processes and developing a marketing strategy for a specialty agricultural product, such as quinoa.
The main focus of this case lies in identifying the risks faced by farmers in growing a new specialty crop and selecting the appropriate marketing strategies for targeting, positioning and channelling an agricultural product.
Complexity academic level
This case can be used in intermediate- to advanced-level marketing courses at the undergraduate and graduate levels in universities. It can also be used in agriculture and agribusiness–based courses in the undergraduate, graduate or executive level.
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Rehman, S.U., Selvaraj, M. and Ibrahim, M.S., 2012. Indian Agricultural Marketing-A Review. Asian Journal of Agriculture and Rural Development, 2(1), pp.69-75. Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing Management: An Asian Perspective. Pearson.
CSS 8: Marketing
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Seyyed, F.J., Butt, M.N., Malik, O. and Mazhar, R. (2019), "Superfood quinoa: a farmer’s journey into unchartered waters", Emerald Emerging Markets Case Studies, Vol. 9 No. 3. https://doi.org/10.1108/EEMCS-07-2019-0196
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