Date

12-2009

Degree Name

BS in Agricultural Business

Department

Agribusiness Department

Advisor(s)

Carol Sexton

Abstract

This analysis for this study was undertaken to determine if Hughson Nuts’ Marketing Strategies were effective in India and China. The study was also to assess Hughson Nut’s marketing mix internationally to China and India, to evaluate the marketing mix based on projection and comparisons, to assess potential improvements of the marketing mix, and to determine how Hughson Nuts sales to India and China compared to the rest of states sales. The report represents four techniques that make up the marketing mix; place, price, product, and promotion. The research involved getting data from the California Almond Board and making a comparison with Hughson Nut’s data from 2005 to 2008. It is concluded that Hughson Nut should sell more product and sell at a higher price to China and India. Hughson Nut should at least ensure that its prices do not exceed those of the competition, and perhaps, at least initially, to undersell the competition, as long as there is some margin of profit. It is clear that Hughson Nut should put more emphasis into the four strategies (the 4 P’s) and should have more weight with a given buyer that determines success.