REVIEW OF STRATEGIC MARKETING OPTIONS TO BE EMPLOYED IN THE IMPLEMENTATION OF DAIRY VALUE CHAIN FOR SUSTAINABLE DEVELOPMENT
Abstract
Dairy farming is ranked highly among the agricultural enterprises due to its potential to enhance food security and alleviate poverty. Various technologies have been adopted in breeding, feeding and disease control which has enhanced both production and productivity in the dairy value chain. However, market returns have remained unattractive to small-scale farmers thereby hindering the development of sustainable dairy farming industry. This paper brought into context various strategic marketing options to be implemented for increased dairy returns and sustainability. This was borne out of overconcentration of strategies on productivity at the expense of milk returns from sales, which to some extent was realized. A number of strategic options were identified with details on actors involved, their activities and expected outcomes if implemented successfully. At focal point strategic options, are policies that drive other dairy marketing strategies including capacity building, infrastructural development, policies, coordination and product diversification. Capacity building entails training and market potential identification which will require coordination in form of informal market integration as well as integration of all actors in the dairy value chain. With proper policies on coordination, development of infrastructure such as road networks, milk collection centers and cooling equipment would enhance quantity and quality of milk available in the market. This would drive product diversification through value addition; branding, packaging and pasteurization hence increase in returns from dairy value chain. Finally, the study recommended an overall strategic marketing option showing interrelationship among the options.
Key Words: Strategic Marketing Options, Capacity Building, Coordination, Policies, Product Diversification, Infrastructural Development, Dairy Value Chain
CITATION: Nabiswa, P. K. (2020). Review of strategic marketing options to be employed in the implementation of dairy value chain for sustainable development. The Strategic Journal of Business & Change Management, 7(3), 110 – 121.
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DOI: http://dx.doi.org/10.61426/sjbcm.v7i3.1661
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