The market plan begins with a statement of goals and objectives. Usually there are several goals, and these must be ranked. And remember, making money is more often the result of reaching several goals. Examples of goals may include farm growth, production efficiency, preservation of the family farm, economic independence and market freedom, stability, and a reasonably priced food supply. As farmers choose their own goals, this conditions all of the marketing as well as production decisions.
Objectives tell where farmers want to go.
Strategies are the ways to get there. The market plan is a vital tool for making and evaluating marketing success. Strategies follow from goals, and tactics follow from strategies. In this way, the marketing plan organizes and coordinates production and marketing decisions. The plan also provides a way to judge the success of the marketing effort.