This article reviews the results of 5 years of marketing research on Alabama satsumas and makes recommendations for future progress. Although there are only 28 ha of satsuma orchards in production in Alabama at this time, there are a number of encouraging developments that suggest considerable potential for expanding the industry such as microsprinkler freeze protection, new early-maturing and cold-tolerant varieties, contract sales through the Farm-to-School Program, and rising demand for premium mandarins. Prospects for the industry marketing effort are considered from the perspectives of analyzing marketing opportunities, identifying market segments, selecting attractive target markets, designing marketing strategies, planning marketing programs, and managing the continuing marketing effort. A number of distinct consumer segments have been identified, including one that prefers fruit that is still slightly green and another that prefers a longer shelf life. A peeled-and-sectioned product also appears to have considerable market potential. Name recognition is still a problem as is insipid flavor from fruit that is marketed beyond its optimal ripeness. Needs for the future are detailed and include the needs of the commodity (freeze protection and expanded acreage), the needs of the market (consistency and quality), the needs of the product (quality standards and consumer awareness), the need for and the needs of a brand (recognition and equity potential), the needs of an organization (cooperation and leadership), and the needs of the industry (processes for building equity, forestalling competition, reducing supply shocks, and attracting investment).