Feasibility study on a brand extension within AgriGold

dc.contributor.authorMontgomery, Andrew
dc.date.accessioned2017-06-30T18:46:24Z
dc.date.available2017-06-30T18:46:24Z
dc.date.graduationmonthMayen_US
dc.date.issued2015-05-01en_US
dc.date.published2015en_US
dc.description.abstractCompanies 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.description.advisorKevin P. Gwinneren_US
dc.description.degreeMaster of Agribusinessen_US
dc.description.departmentDepartment of Agricultural Economicsen_US
dc.description.levelMastersen_US
dc.identifier.urihttp://hdl.handle.net/2097/35750
dc.language.isoen_USen_US
dc.publisherKansas State Universityen
dc.subjectSoybeansen_US
dc.subjectAgriGolden_US
dc.subjectExtensionen_US
dc.subjectBranden_US
dc.subjectCornen_US
dc.subjectAcresen_US
dc.titleFeasibility study on a brand extension within AgriGolden_US
dc.typeThesisen_US

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