Prelude Agriculture and allied sectors like forestry and fisheries accounted for 13.7% of the gross domestic product in 2013 and about 50% of the workforce. The economic contribution of agriculture to India's GDP is steadily decreasing despite the facts of different types of agro climatic zones, fertile soils and good supportive technology. It is time now to look at agriculture as business and not as livelihood occupation. In the developed countries, agribusiness is defined as the total output arising from farm production and product processing at both pre- and postfarmgate levels. In developing countries like India, the agribusiness sector encompasses four distinct sub-sectors, viz. agricultural inputs; agricultural production; agro-processing; and marketing and trade. All these add value or utility to the goods. Agribusiness is emerging as a specialized branch of knowledge in the field of management sciences. In this context, agribusiness can be defined as science and practice of activities, with backward and forward linkages, related to production, processing, marketing, trade, and distribution of raw and processed food, feed and fiber, including supply of inputs and services for these activities.

1.1 The 7 P’s Framework for Agro Industry The marketing mix Marketing mix refers to Set of airities that the organization was to promote (or) Market their component. Updating the 4P’s McCarthy classified various marketing activities into marketing. Mix tools of four brand kinds which he called the four P’s of marketing. [Product, Price, Place & Promotion] The 4P components of marketing mix Product: Refers to list of Products and Services that the organisation is involved in sol off eg-Brand name size , Service warranties etc. Price: Price is determined by demand for the goods and the cost of the goods. Examples of various pricing strategies: introductory prices, sale prices, odd pricing etc.

2.1 Setting Business Goals and Objectives Well-chosen goals and objectives point a new business in the right direction and keep an established company on the right track. When establishing goals and objectives, try to involve everyone who will have the responsibility of achieving those goals and objectives after you lay them out. To help you better understand how you can set goals and objectives, you first need a good foundation for what the two are. Goals establish where you intend to go and tell you when you get there. They help improve your overall effectiveness as a company — whether you want to increase your share of the market, for example, or improve your customer service. The more carefully you define your goals, the more likely you are to do the right things and achieve what you wanted to accomplish in the first place. Objectives are the specific steps you and your company need to take in order to reach each of your goals. They specify what you must do — and when.

3.1 Communicating to the Customers Philip Kotler defined IMC as, “the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent message”. The Marketing Communications Mix consist of eight Major modes of communications which includes advertising, Sales Promotion, Events and Experience, Public relations and Publicity, Direct marketing, Interactive Marketing, Word of mouth Marketing and personal selling.

4.1 Formulating Marketing Strategy for Agribusiness STP – SEGMENTATION, TARGETING & POSITIONING STP is the core concept which is followed while building a brand. A marketer decides a product which he is about to market first, and then goes about building a brand by deciding upon the specifications. SEG MENTATION Segmentation is process of dividing customers into a set of homogenous groups customers in general can be divided into groups based on geographic (or) location. The below given chart like the major segmentation variable considered for consumer and industry market. Agri Business Market Segmentation The below given charts illustrates lists of segmentation variable that is customized for Agribusiness market. The following variable were suggested by the quarter Mr. Dute and were published in his base on principles of management in agribusiness segmentation based on physical attributes

5.1 Descriptive Analysis for Marketing Decisions Measures of Location In the previous chapters it was discussed how to understand and reach customer. Now lets explore the numerical data through their properties to understand customers and markets. Descriptive statistics is analysis of data that helps describe, summarize data in a meaningful so that the business people get new and deeper insights into the problems and situations. For example a buying pattern for your products might emerge and there could be difference based on gender. This will help the business people to come out various strategies separately for each gender. Data can be easily handled with spreadsheets. One of the very widely used spreadsheets by many business organisations is Microsoft - Excel. MS-Excel is used for various purposes from just maintaining records to finding out relationships between databases. Some organisation use this spreadsheet software for generating memos, track sales trends and other business data. Lets in this chapter explore how excel sheet can be used to perform basic data analysis that can help us to get greater insights.

6.1 Preparing for Negotiation Introduction When people hear the word Negotiation, they picture board meetings, lawsuits and favorable deal-makers sipping tea in a conference room. They are pictured being dressed in their expensive suits and handing dossiers to each other. In reality, we negotiate all the time. If we have to sight a negotiation, all you have to do is lift the window-pane and look out. For instance, have you ever decided where to dine with friends, or decided upon a leave and talked it out with your supervisor, or argued with your senior for a hike? These are all some common examples in our daily routine.

7.1 Investment Analysis for Agribusiness Projects Financeis the Art and science of managing money. Financial Management is the manage rial activity concerned with the planning and controlling of the firm’s financial resources. Finance can be classified as Public finance, Private finance (Personal & Business), and finance for Non-Profit organizations. The objectives of financial management are Profit Maximization and Wealth Maximization. The Cash flow is the net amount of cash and cash-equivalents moving into and out of a business.The types include Operating Cash Flows, Investing Cash Flows and Financing Cash Flows. Annuity cash flows are a series of periodic cash flows of equal amount. The time value of money is the change in the value of money as a result of change in the time duration. They are broadly classified into Future Value of Money and Present Value of Money. Capital Budgeting is long-term planning form aking and financing proposed capital outlays. It is the process of making investment decisions in capital expenditures. The influential factors ofCapital Budgeting are Urgency, Degree of certainty, Intangible factors, Legal factors, Availability of funds, Future earnings, Obsolescence, Cost considerations, R&D projects and Competitivepressure.

8.1 Working Capital Management – I Working Capital Management: Working capital is a measure of firm’s efficiency and its current financial health. Managing the operational capital is called as working capital management. Every firm has short term assets and short term liabilities, they are also known as current assets and liabilities. It is calculated by subtracting short term liabilities from short term assets. The working capital ratio determines if the firm is financially stable, and has enough short term assets to cover its short term debts. Working capital management ensures that the company has enough monetary liquidity to meet short term debts. Structuring an effective working capital management is a great way to enhance the income. Ratio analysis and management of individual components of working capital are two primary importance of working capital management. Ratio analysis: Process of determining and analyzing numerical relationships in accordance to financial statements like balance sheets, income statements and cash inflow statements is known as ratio analysis. The primary purpose of ratio analysis is to appraise the operating and financial performance of an economic activity and determine its efficiency, profitability, liquidity and solvency. It also helps in getting a brief idea about comparative valuation by comparing ratios of different companies in the same sector. Inventory Management: Inventory management involves overseeing the purchase of new items and managing the existing ones. It aims to create such a purchase plan that will ensure effective delivery of materials. Two most used inventory management strategies are ‘the just-in-time method’ and ‘material required planning.’ In former one the firm plans to receive items at the time of need rather than maintaining high inventory levels, and the latter one is based sales forecasts. Cash Management: Cash management is process of collecting, managing and utilizing the cash inflow to optimize the short term financial stability. The key component in accomplishing this task is solvency. Successful cash management is useful when any unexpected demand for cash occurs out of the blue.

9.1 How to read a Balance Sheet We know business is mainly concerned with the financial activities. In order to ascertain the financial status of the business every enterprise prepares certain statements, known as financial statements. Financial statements are mainly prepared for decision making purposes. But the information as is provided in the financial statements is not adequately helpful in drawing a meaningful conclusion. Thus, an effective analysis and interpretation of financial statements is required. Analysis means establishing a meaningful relationship between various items of the two financial statements with each other in such a way that a conclusion is drawn. By financial statements we mean two statements:

10.1 Leading Self and Other Leading up In order to develop the ability to be a good Leader, people must learn to lead up with their leader, lead across with colleagues, and lead down with followers. Each of these skills draws on different principles. Leading up is the process of influencing a leader. The principles of leading up greatly increase the chance for success.

11.1 Time Management One of the greatest assets business can have is an employee who uses his or her time to its fullest potential. Time is something that we can lose and never get back. People are always wishing they had more hours available in the day. The solution to this common problem is easier than one might realize. With a few minor adjustments in how to utilize time, people can change how to manage time. Proper time management can change life on a fundamental basis for the better. Time management is not an instinct and instead, must be learned. . Using time wisely allows a person to complete tasks in an allotted time period, take on additional work, or spend more time with family. There are many things in an office environment that prevent effective time use. Interruptions are time-wasters, especially since items one may consider urgent are not necessarily important. There is no way to pre plan the time and duration of an interruption, which may cause a loss of train-of-thought, difficulty concentrating, or complete memory lapse. Although it is difficult to avoid interruptions, there are methods for limiting their duration and impact the schedule. Time is not like other resources which can be stored and used in the future, Time is a very special resource that you cannot be stored or saved for later use. Everyone has the exact same amount of time each day. Time not well used cannot be retrieved. Most people, feel like they have too much to do and not enough time. They blame lack of time for their poor finances, stress, bad relationships, and for not exercising their body. Wise time management can help people find the time for what one desire, and for what they need to do. People need time to get what they want in life. If they wait for extra time to appear, they might lose the game of life. Through right time management, they can “create” the time they need, and not just wait for it to come. By planning time wisely, they will have more time to do more things.

12.1 Supply Chain Management Supply chain management encompasses the planning and management of all activities involved in sourcing and procurement, conversion and all logistics management activities. Importantly, it also includes coordination and collaboration with channel partners, which can be suppliers, intermediaries, third party service providers, and customers. In essence, supply chain management integrates supply and demand management within and across companies.

Building and honing up skills for managing any business is an important endeavor. Regardless of whether one is running a small business or a large company individual with good management skills are always essential. The role and structure of the farm business in modern agriculture is changing.

References Books Philip Kotler, Kevin Lane Keller, Abraham Koshy, MithileshwarJha, Marketing Management A South Asian Perspective, Pearson publications, 14th Edition. Berne, Eric. Transactional Analysis in Psychotherapy. Grove Press, Inc., New York, 1961. Page 4. Harris, Thomas A. I’m OK – You’re OK. HarperCollins Publishers Inc., New York, 1967. Page 12. Berne, Eric. Games People Play. Grove Press, Inc., New York, 1964. Page 29 The Truth about Negotiations (2nd Edition) By Leigh Thompson.