A study of the feasibility of a wool grower direct wool selling venture

Abstract

In recent times wool growers have become concerned that their raw product is not returning to them a large enough share of the value of the end product.

This study has set out to find way in which growers can actively participate in the effective marketing of their product. It has attempted to do this by reviewing the current systems of wool marketing, encouraging feedback on alternative marketing and studying marketing methods similar to those which could be adopted by fine wool growers.

It was found that too smaller scale marketing operations are impractical and very rarely effective unless they are of a 'gimmicky' nature. Any fine wool marketing venture must have access to a large enough quantity of raw product for it to make it work while for a manufacturer to associate himself with the marketing organisation in question.

At the end it was found that a co-operative type marketing structure was the most efficient business form to return to the grower the largest proportion of the ultimate added value and to ensure his continuing involvement with producing a direct market linked product.