Program and strategy evaluation

Evaluation is critical to measuring the effectiveness of marketing programs and improving them.  Agralytica has a deep interest in developing evaluative management systems based on our Results-Oriented Management (R-OM) process to improve the performance of not-for-profit organizations and commercial companies.

Our evaluation philosophy is based on developing learning that can be used to improve and adjust programs.  Effective and successful evaluations:

  • Are impartial, balanced, and independent;
  • Provide valid and justified conclusions;
  • Ensure the credibility of results to relevant audiences;
  • Result in useful, pragmatic recommendations and lessons learned; and
  • Are legal, ethical, and professional.

We developed the Results-Oriented Management (R-OM) process to help clients engineer their own evaluative market development management systems. R-OM is widely used in the export market development community, both to create strategies and evaluate programs.  It is theory based, built upon an analytical framework involving several key components:

  • Understanding and analyzing markets;
  • Identifying priority constraints and opportunities that our clients can influence;
  • Specifying clear and measurable communication objectives, and
  • Identifying the most appropriate activities to overcome constraints and/or to capture opportunities.

Project examples include

  • An assessment of the market development challenge for US poultry producers in the Russian market under conditions of heavy market protection and government support for the domestic poultry production sector.
  • An evaluation of the effectiveness of US dairy market development activities in the Middle East and an assessment of future strategies
  • An evaluation of the effectiveness of the school breakfast pilot project
  • An evaluation of the United Soybean Board’s program for developing new uses of soybean meal and soybean oil in the lubricant, solvent, bio-plastics and other industrial sectors
  • A comprehensive evaluation of the United Soybean Board’s program for matching the quality of US grown soybeans to future needs (The Better Bean Program) and the implications for future soybean utilization
  • Several evaluation reviews of risk management pilot plans for fresh market green beans, dried-on-vine raisins, forage seed, cultivated clams, red and green chili peppers, silage sorghum, and avocados