Ask an expert: Creating a marketing plan

Victor Aideyan, Senior Risk Management Consultant with HISGRAIIN Commodities Inc., explains the steps you need to take to create an effective commodity marketing plan.

Video Highlights

  • Creating a marketing plan is a four-step process -- know your cost of production, know seasonal tendencies, have a selling plan and execute
  • Create a benchmark cost of production by adding your invoices and payments, and dividing that by your yield
  • Once a benchmark cost of production is established you can make estimated adjustments for the year ahead
  • Seasonality acts as a guide to market price trends
  • Your selling plan should include a benchmark cost of production, the volume you're comfortable selling, your futures and basis targets, and a gross margin target

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