Feasibility study on a brand extension within AgriGold

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dc.contributor.author Montgomery, Andrew
dc.date.accessioned 2017-06-30T18:46:24Z
dc.date.available 2017-06-30T18:46:24Z
dc.date.issued 2015-05-01 en_US
dc.identifier.uri http://hdl.handle.net/2097/35750
dc.description.abstract Companies must continue to find ways to not only access new customers, but also better serve and increase loyalty with the current customers they already serve. In an effort to increase customer retention and satisfaction, while improving the company’s bottom line, this study looks at a possible brand extension with AgriGold, a seed company based in Southern Illinois. This study will analyze the feasibility of AgriGold extending its corn-only focus into the soybean market in order to capitalize on the current strength of the U.S. soybean market. The soybean market has drastically evolved over the past several years due to the introduction of several new technologies to increase and preserve yield; in some areas of the U.S., soybeans are now the preferred crop over corn. Through the theory of brand extension and based upon the projected logistics and financial benefits, a recommendation is made for the AgriGold brand. Both internal survey results and financial analysis are used to analyze such an extension. In an expanding soybean acre market and a contracting corn acre market in the US, this study may prove to suggest one of the most important strategic moves in AgriGold's history. en_US
dc.language.iso en_US en_US
dc.publisher Kansas State University en
dc.subject Soybeans en_US
dc.subject AgriGold en_US
dc.subject Extension en_US
dc.subject Brand en_US
dc.subject Corn en_US
dc.subject Acres en_US
dc.title Feasibility study on a brand extension within AgriGold en_US
dc.type Thesis en_US
dc.description.degree Master of Agribusiness en_US
dc.description.level Masters en_US
dc.description.department Department of Agricultural Economics en_US
dc.description.advisor Kevin P. Gwinner en_US
dc.date.published 2015 en_US
dc.date.graduationmonth May en_US

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