Abstract
Orientation: Agri-businesses, especially at the farmer level, are devoid of sound marketing strategy. Research purpose: 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 agri-business, 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.
Highlights
Marketing strategy offers solutions to achieve organisational objectives (Schwartz 2014)
The main aim of the study is to highlight the determinants of utilising marketing mix strategy in porkbased agri-businesses in Mashonaland Central province, Zimbabwe
Large-scale commercial farmers had 66.7% respondents being in middle management, whilst a similar percentage was observed for registered abattoirs, whilst 62.5% and 75% of registered and unregistered butchers, respectively, were lower management respondents
Summary
Marketing strategy offers solutions to achieve organisational objectives (Schwartz 2014). 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. The marketing mix debate has acted both as an inspiration and controversy in marketing academia (Constantinides 2006) Take this aspect in the agricultural sector, with undefined grey areas in terms of production and marketing parameters, and coupled with the basic need for agricultural production, has necessitated better scrutiny of such aspects in the agricultural context. Take this aspect in the agricultural sector, with undefined grey areas in terms of production and marketing parameters, and coupled with the basic need for agricultural production, has necessitated better scrutiny of such aspects in the agricultural context. Constantinides (2006) highlighted the limited reporting and role of the marketing mix in successful organisations
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