College - Author 1
College of Agriculture, Food and Environmental Sciences
Department - Author 1
Agricultural Education and Communication Department
Degree Name - Author 1
BS in Agricultural Communication
Megan Silcott , College of Agriculture, Food and Environmental Sciences, Agricultural Education and Communication Department
The Cal Poly Bull Test is a student-run performance bull test and sale looking to improve its marketing and create a marketing plan for future students to use. There needs to be complete analysis of its current marketing efforts as well as a comparison to the marketing efforts of similar bull sales in the state.
An important piece in marketing bull sales to the public is sharing information about the bulls that will be up for sale (Chvosta, 2001). Furthermore, when constructing a marketing plan, the most important factors to consider include “the firm's short- term and long-term goals, the characteristics of its market, the needs of its clients, and the strengths and weaknesses of the competition,” (Hamburg, 1992).
The Cal Poly Bull Test started in 1956. Every April, ranchers bring their bulls to Cal Poly to participate in student run bull test. There is not currently a process in place to introduce the consignors and their bulls to the public. The Cal Poly Bull Test does not currently have a strong marketing plan in place but “In the competitive age now it's not only the food production that needs marketing but also the inputs in the agriculture,” (Pokharna, 2016). The Cal Poly Bull Test is entirely student-run and teams of students are assigned to each area of a beef operation including nutrition and marketing.
The author will develop a comprehensive marketing plan to help the marketing team understand the materials and assets they need to obtain from other team members as well as help them market the Cal Poly Bull Test successfully to the public and consignors.