READ: The Department of Agriculture, Kabuhayan at Kaunlaran ng Kababayang Katutubo (4K) Program conducted its first Training on Marketing Plan Development at the Sotogrande Hotel, Katipunan, Quezon City, from November 11 to 15, 2024.
The primary goal of the workshop was to build the participants’ capacity to understand and develop comprehensive marketing plans. It aimed to enhance the economic self-sufficiency of Indigenous communities by equipping them with the skills needed to effectively market their products. Additionally, the program aimed to establish a sustainable model that would enable participants to continuously educate other communities, ensuring ongoing development and improvement.
The workshop began with Mr. Vincent Ferrer from the Office of the Secretary sharing his expertise in marketing. He discussed his experience in the marketing industry and how it could be leveraged to help expand the reach of Indigenous products in the future. Following this, the Agribusiness and Marketing Assistance Service (AMAS) – Market Development Division presented the KADIWA program, explaining how it supports farmers and Indigenous Peoples (IPs) in building a modern and prosperous agricultural sector in the Philippines.
The next session featured Mr. Rustom Gonzaga, a resource person from Farm and Fisheries Clustering and Consolidation (F2C2), who provided an overview of marketing plan development, which would be a key focus throughout the workshop. He emphasized the importance of these plans for the Indigenous communities and their role in supporting local economies
The following day, Mr. Gonzaga continued his discussion, introducing the Agro-Enterprise Clustering Approach (AECA) in agriculture. He first explained the distinction between agro-enterprise and traditional agriculture to ensure that participants fully understood the differences and how these concepts relate to developing a marketing plan.
The workshop also featured interactive activities, where participants engaged in group exercises designed to strengthen bonds and apply the concepts learned. Mr. Gonzaga then discussed value chains and systems thinking in the context of agriculture, helping participants analyze the key structures in agricultural systems and how they relate to marketing development.
Another important topic covered was the formation of working groups and the basics of clustering. Mr. Gonzaga explained how these clusters are formed, starting from direct implementation to quick site appraisal, and how they can be used to strengthen agricultural marketing strategies.
The session also focused on production modules and supply plans. Participants learned about the significance of production costs in farm operations and how these figures are essential for assessing and improving the profitability of agricultural products. The workshop included practical exercises in which participants computed and analyzed production costs, income, and financing plans. They also learned how to ensure a consistent supply for the market and identify new opportunities.
The workshop concluded with a discussion on the Market Chain Study, which helped participants understand how to gather information on market actors and their marketing activities. This session aimed to provide insights into the movement of selected products, which would be crucial for refining marketing strategies and enhancing product distribution.
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