Product Description | News Release | Table of Contents

Teaches firms how to gain a competitive edge by considering industry trends; improving marketing; retaining quality employees; defining the right product mix; streamlining handling/distribution; making smart equipment purchases; and using budgeting, pricing, and financial analysis. For managers, their business advisors, and educators.

Note: A brief "new book announcement" is also available; scroll down after the news release on this page.

Maximizing Greenhouse Profits Is Focus of New Book

For Immediate Release
July 2005

After many years of phenomenal growth, the greenhouse industry is settling into maturity. In a mature market, competition intensifies as businesses strive to gain a foothold over their many competitors. With every decision, greenhouse managers must consider the impact on the bottom line.

A new book, Enhancing Profitability in Greenhouse Firms ($18.00 plus S&H/sales tax, June 2005), will help managers gain the edge they need to stay competitive. The 56-page book was written for potential and current greenhouse operators and managers, their business advisors, and educators.

Enhancing Profitability in Greenhouse Firms begins with a discussion of five driving forces that will affect the future of the greenhouse industry: environmental issues, regulations, communications technology, customer sophistication, and partnership marketing. Subsequent chapters focus on different aspects of a greenhouse business and how each affects profitability. Readers will learn how to improve marketing using a five-step process; hire, manage, and retain quality employees; define the right product mix; maximize efficiency by streamlining and upgrading materials handling and distribution systems; make smart equipment purchases; and use cost accounting, pricing, and financial analysis tools to achieve business objectives. Other features of the book include worksheets, helpful equations, and sample analyses.

Enhancing Profitability in Greenhouse Firms, NRAES-164, was edited by Charles Hall, professor in the Department of Agricultural Economics, University of Tennessee. It was written by Hall; Susan Barton, extension specialist in the Department of Plant and Soil Sciences, University of Delaware; Bridget Behe, professor in the Department of Horticulture, Michigan State University; Robin Brumfield, extension specialist in the Department of Extension Specialists, Rutgers University; Richard Harkess, associate professor in the Department of Plant and Soil Sciences, Mississippi State University; Charles Safley, professor in the Department of Agricultural and Resource Economics, North Carolina State University; and P.J. van Blokland, professor at the Center for Entrepreneurship and Innovation, University of Florida. The publisher is NRAES, the Natural Resource, Agriculture, and Engineering Service.

Enhancing Profitability in Greenhouse Firms, NRAES-164, is available for $18.00 per copy (plus shipping and handling) from NRAES, Cooperative Extension, PO Box 4557, Ithaca, NY 14852-4557. Shipping and handling for one copy is $4.25 within the continental United States. New York residents, add sales tax (calculated on both the cost for publications and the shipping and handling charges. Click here for more information.) If ordering more than one book, or if ordering from outside the United States, contact NRAES for shipping rates and possible quantity discounts. Orders from outside the United States must be prepaid in U.S. funds. All major credit cards are accepted, and checks should be made payable to NRAES. For more information or a free book catalog, contact NRAES by phone at (607) 255-7654, by fax at (607) 254-8770, or by e-mail at NRAES@CORNELL.EDU. To learn more about NRAES and browse through our entire catalog, visit our web site at WWW.NRAES.ORG.

# # #

New Book Announcement

Maximizing Greenhouse Profits Is Focus of New Book

For Immediate Release
July 2005

Enhancing Profitability in Greenhouse Firms will help those in the greenhouse industry gain the edge they need to stay competitive. The 56-page book covers driving forces that will affect the future of the greenhouse industry; marketing; finding and keeping quality employees; defining the right product mix; maximizing efficiency through improved materials handling and distribution; making smart equipment purchases; and using cost accounting, pricing, and financial analysis tools to achieve business objectives. The book also features worksheets, helpful equations, and sample analyses. It was written for potential and current greenhouse operators and managers, their business advisors, and educators.

Enhancing Profitability in Greenhouse Firms, NRAES-164, costs $18.00 plus $4.25 shipping and handling (within the continental U.S.) Make checks payable to NRAES; all major credit cards accepted. New York residents, add sales tax (on both the cost of the book and the shipping and handling charges. Click here for more information.) Contact NRAES for other shipping and handling rates and possible quantity discounts: NRAES, Cooperative Extension, PO Box 4557, Ithaca, NY 14852-4557; phone (607) 255-7654, fax (607) 254-8770; e-mail NRAES@CORNELL.EDU; web site WWW.NRAES.ORG.

Note: See also the more descriptive news release above.

Acknowledgments

About the Authors

S-290 Multistate Regional Project -- Cooperating Agencies and Principal Leaders

Chapter 1: Issues Affecting Profitability of the Greenhouse Industry

Driving Force #1 -- Environmental Concerns Are Increasing
Impact on Industry
Proposed Responses
Driving Force #2 -- Regulatory Concerns Are Increasing
Impact on Industry
Proposed Responses
Driving Force #3 -- Communications Technology Is Improving
Impact on Industry
Proposed Responses
Driving Force #4 -- Customers Are Becoming More Sophisticated
Impact on Industry
Proposed Responses
Driving Force #5 -- Partnership Marketing Is Increasingly Emphasized
Impact on Industry
Proposed Responses
Concluding Thoughts

Chapter 2: Enhancing Greenhouse Profitability through Improved Marketing Planning

Step 1: Analyze the Present Marketing Situation
Sources of Information
Sidebar: Internal and External Information Gathered in the Situation Analysis
Target Market Selection
Step 2: Determine the Marketing Objectives to Be Achieved
Sidebar: Examples of Specific Marketing Objectives
Step 3: Formulate the Appropriate Marketing Strategies
Step 4: Establish Tactical Procedures for Implementing Strategy
Sidebar: Decisions Concerning the Marketing Mix
Step 5: Evaluate the Plan and Implement Control Procedures

Chapter 3: Enhancing Greenhouse Profitability through Improved Personnel Management

Hiring/Selection
Job Descriptions and Position Specifications
Recruiting
Prescreening
Interviewing
Selection
Legal Issues
Training
Evaluation
Managing and Leading
Compensation
Hourly versus Salaried
Incentive Pay
Bonuses
Opportunities
Teambuilding
Termination
Insurance
Labor Efficiency

Chapter 4: Enhancing Greenhouse Profitability through Product Mix Management

Examining the Customer Base
Defining the Right Mix
Determining Product Size
Making a Production Plan
Managing Inventory

Chapter 5: Enhancing Greenhouse Profitability through Improved Materials Handling and Distribution

Postharvest Quality
Materials Handling Options
Sidebar: Pulling Orders
Distribution
Sidebar: Advantages of Using Computers

Chapter 6: Enhancing Greenhouse Profitability through Improved Equipment Purchasing

Evaluating Strategic Alternatives
Selecting a Basic Strategy
Using Quantitative Tools to Aid in Planning
Intuition
Payback Method
Net Present Value
Internal Rate of Return
In Conclusion

Chapter 7: Enhancing Greenhouse Profitability through Improved Cost Accounting

Variable Costs
Overhead Costs
Total Costs
Uses of Cost-Accounting Information

Chapter 8: Enhancing Greenhouse Profitability through Improved Pricing

Pricing Methods
The Best Pricing Strategy
Pricing Challenges in the Greenhouse Industry
Things to Consider
Things to Be Cautious Of

Chapter 9: Enhancing Greenhouse Profitability through Improved Financial Analysis

The Balance Sheet
The Income Statement
The Statement of Owner Equity
Analytical Tools
Liquidity
Solvency
Profitability
Efficiency
Repayment Capacity
Summary of What Did Happen
Budgeting
Enterprise Budget
Combining Selected Enterprises to Make a Firm Budget
The Firm Cash Flow

References

Other Books from NRAES

About NRAES