Exploring Marketing Mix for Building a Viable Agro Business

Dodor, Ann

doi:10.9734/bjesbs/2015/14877

Cited by 7 publications

(7 citation statements)

References 11 publications

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“…Unlike the qualitative results on the Marketing Mix in agriculture by Dobor (2015), the quantitative research findings of testing the set Hypothesis in terms of products and indicators were presented in Tables 2-4 and discussed in the next section.…”

Section: Resultsmentioning

confidence: 99%

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Application of the marketing mix to the world export of animal products

Vasylieva

James

2020

Innovative Marketing

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Agricultural trade is complicated owing to perishable goods and high requirements for safety and quality, especially by animal products. Intensifying their exports is a major priority in the context of augmenting competitive negotiations and providing global food security to cover a shortage of an animal protein intake. To address such challenges, this study aimed at improving marketing performance necessary for developing the world exports of animal products. The methodological research framework was the Marketing Mix model, which included Product, Price, Place, and Promotion, and was amplified by Innovation. The model components were presented by the average export prices and indicators for Infrastructure, ICT adoption, and Innovation capability evaluated for each exporting country. For testing hypotheses about homo-and heterogeneity of top exporters, this research utilized the single factor Analysis of Variance (ANOVA) technique. The offered approach was applied to the most valuable export segments of poultry, livestock, and dairy world markets. They engaged from 75 to 140 countries and had total export values between USD 3.2 billion and USD 33.2 billion. The study outcomes captured similarities and differences of Price, Place, Promotion, and Innovation components among the First 10, Second 10, and Third 10 ranked exporters. Given the found indicators of the top world exporters, the study clarifies prospects and attainable goals on developing exports of animal products at a country level.

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Section: Resultsmentioning

confidence: 99%

“…Given the study aim, this paper contributes to an important gap in the literature. Dobor (2015) defined the Marketing Mix as a combination of strategies and activities for building an effective agribusiness at the stage of selling goods and services. The classic 4Ps mix merges Product, Price, Place, and Promotion.…”

Section: Literature Reviewmentioning

confidence: 99%

Application of the marketing mix to the world export of animal products

Vasylieva

James

2020

Innovative Marketing

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“…For the beginning, predominated an extensive increase in primitive pig populations, based on the Stocli and Mangalita breeds, as well as other local populations [4]. Atthe end of the past century and the beginning of the present century, more improved breeds were imported), especially from England, Denmark, both for breeding and for the improvement of existing populations [10].This activity has always been a source of food and raw material for farmers to meet family needs, but also for trade. Pig farming, under the conditions of our country, is a very important economic branch, which is characterized by the intensive production, starting with the production of piglets and ending with the continuous, rhythmic and constant delivery of individuals fattened for slaughter [18], [18].Among the zootechnical branches, pig rearing ranks second place after cattle.…”

Section: Literature Review Of Swine Breeding Sectormentioning

confidence: 99%

Ethical Context of Entrepreneurship in the Swine Breeding Sector of Romania

et al. 2020

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This paper is of particular importance in the development of a business, taking into accountthe ethical issues arising from the livestock sector, with a focus on the pig sector, for Romanian agriculture. Following an analysis carried out in the Romanian pig sector, it was concluded thatthe share of pig breeding had been decreased as regards the intensive farming, and 70% of them were found in rural households, particularly vulnerable in economic crisis conditions. Pork consumption has increased due to largely pork imports, which contributes to a negative trade balance in this sector. However, for 2015-2019 period, the production of live pigs and pig meat is expected to increase, due to increased financial support, by creating new modern farms applying the latest breeding technologies, ensuring a complete biosecurity system 'from farm to fork', having access to structural funds and also respecting the EU quality standards.

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“…According to Simister (2009) there are up to 22 additional Ps in the marketing environment. Dodor (2015) identified that policies, physical climate and partners can be added to the traditional 4Ps in agricultural production.…”

Section: Literature Review: Marketing MIX and Its Determinantsmentioning

confidence: 99%

“…In livestock products, Mbogoh (1992) identified that there should be scrutiny and balance in optimising the blend and variations of the marketing mix strategies. This was supported by Dodor (2015), who highlighted that understanding the effectiveness of marketing tools was a prerequisite for a suitable marketing strategy, with the marketing mix appearing to be most valuable and significant agro-based industries could use.…”

Section: Introductionmentioning

confidence: 98%

Marketing mix strategy determinants in pork-based agri-businesses: Experiences from Zimbabwe

Ngarava

Mushunje

2019

Acta Commercii

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This study aimed to highlight the marketing mix elements most considered by pork-based agri-businesses.Motivation for the study: Zimbabwe underwent institutional transformation policies of land reform and indigenisation policies. New industry players came to the fore. However, they were devoid of sound business background.Research design, approach and method: The study utilised a questionnaire in a cross-sectional survey of 166 pig farmers, 6 pork processors and 24 pork butchers in Mashonaland Central province. Descriptive statistics, logistic regression and multiple linear regression were used to analyse the data.Main findings: Product, promotion, price and partnership were considered. Category of agribusiness, distance the furthest buyer travelled, the merchandise handled and frequency of abattoir or processor buyers determined marketing mix strategy. Perceptive performance of the agri-businesses in terms of marketing mix strategy was determined by category of agri-business, merchandise consideration, frequency of abattoir or processor buyer, seasonality of sales and time of consideration when selling; agri-business location and the experience of the agri-business. Practical/managerial implications:The study concluded with the myopic use of marketing mix based strategies in the Zimbabwean agri-businesses, targeting product-based characteristics, with varying determinants. There is opportunity to strategically position where place, promotion and pricing advantages exist. Contribution/value-add:The study added to insights for marketing managers, especially in a structural transformation situation, what marketing strategies are mostly utilised. This tends to avail shortfalls and opportunities that can be taken advantage of, to strategically position pork agri-businesses in Zimbabwe.

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Exploring Marketing Mix for Building a Viable Agro Business

Cited by 7 publications

References 11 publications

Application of the marketing mix to the world export of animal products

Application of the marketing mix to the world export of animal products

Ethical Context of Entrepreneurship in the Swine Breeding Sector of Romania

Marketing mix strategy determinants in pork-based agri-businesses: Experiences from Zimbabwe

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