Market position of non-traditional agricultural products
2020
Proskina, L., Latvia Univ. of Life Sciences and Technologies, Jelgava (Latvia) | Pilvere, I., Latvia Univ. of Life Sciences and Technologies, Jelgava (Latvia)
The liberalization of food trade leads to intensified competition at the regional and transnational levels. Consequently, the current economic and cultural processes indicate that a gradual shift from mass trade in commodities to trade in a large number of niche products occurs. Product differentiation or a strategy for different factors is considered to be the most proper approach to assessing the ways of business strategy positioning for deer farming. In this respect, the real differences among deer-farming products (higher quality, a different appearance, a pronounced taste, smell etc.) and the apparent differences, achieved by pricing and visual differences (packaging), that could be used to differentiate the deer products should be noted. The research aim is to identify the strategic advantages of deer product positioning and the most proper competition strategy. The most proper competition strategy for deer farming to reach the target market is a differentiation strategy focusing on the niche market. Niche specialization focuses on a product attribute strategy and emphasizes the difference between deer-farming products and traditional agricultural products, product exclusivity as well as the positive effect of venison consumption on human health.
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