aistand south~ern afrkca - (PDF, 101 mb) - USAID

Mbogoh and Tilahun (1992) found that the
consumers' choice of the retail outlets from which
to procure their products was primarily
influenced by three factors: regularity and
stability of supply; convenience when collecting
or at delivery; and cleanliness and hygiene with
regard to the premises at which the sales were
made.
Meat marketing options
A review of available literature on the marketing
of meat in general and beef in particular shows
that red meat rather than processed (or canned)
meat is the most marketed type of meat product.
Both formal and informal channels for beef
and meat markLting exist in a number of
countries in eastern and southern Africa.
Experiences in Kenya indicate that the formal
channeloften faces stiffcompetition from private
butchers and thus experiences major difficulties
in meat marketing (Chemonics International,
1977). The major cause of operational problems
for the formal meat marketing channels is the
fact that they often have to follow gazetted
(official) prices, so that their marketing margins
tend to be rigid and often low. This, of course,
may be the case for most commodities that are
traded through formal channels, but the problem
appears to be more acute in the case of meat
marketing.
Butchers appear to compete heavily on the
basis of product differentiation. Depending on
the income classes that they wish to sell their
meat to, the butcher-3 can come up with
appropriately defined azid priced moat cuta and
each butcher may cha-rge as much as his
particular market can absorb (Karugia, 1991).
References
Ariza-Nino EJ, Herman L, Makinen M and Steedman C.
1980. Livestock and meat marketingin West Africa:
Volume 1:Synthesis. UpperVolta. CRED, University
of Michigan, U.S.A.
Bekure, Evangelou P and Chabari F. 1982. Livestock
Marketing in eastern Kajiado, Kenya. Working
Document 23, ILCA/Kenya, Nairobi Kenya.
Borden N I. 1973. The concept of the marketing mix. In:
Enis B M and Cox K K (eds), Marketing classicis:a
selection of influential articles. 2nd Edition. Allyn
and Bacon, Boston, U.S.A.
Chemonics International. 1977. Livestock and meat
industry development study in kenya: FinalReport.
Consultancy Report, Ministry of Agriculture,
Nairobi, Kenya.
Debrah S and Anteneh B. 1991. Dairy marketing in
Ethiopia: markets of first sale and producers'
marketingpatterns.ILCAResearchReportl9,ILCA
(International Uvestock Centre for Africa) Addis
Ababa, Ethiopia.
Dugdill B T. 1991. Review ofdairydevelopment initiatives
in Africa. Paper Presented a a Commonwealth
Secretariat Workshop on Dairy Development Policy
in Commonwealth Africa, Arusha, Tanzania, 29
July-2 August 1991.
Herman L. 1979. The livestock and meat marketing
system in Upper Volta: Summary evaluation of
econcnic efficiency. In: Shapiro K H (ed), The
182
The scope of adopting different marketing
strategies appears to be greater for meat than for
milk and milk products.
Meat can be stored and marketed over longer
time periods than fresh milk, especially if kept
under refrigerated conditions. The location of
butcheries and their cleanliness relative to
residential areas will certainly influence the type
of customers who buy from the particular
butcheries. The butcher's prestige and the types
of services offered to the customers will be
important variables in meat retailing
(Tewoldeberhan, 1976; Karugia, 1991). All these
factors will give rise to a permutation of possible
strategies and options for meat marketing. In
this discussion, meat wholesaling is deliberately
left out, since it is assumed that wholesalers will
generally supply their meat
to the retail
butchers, the focal point in this discussion.
However, some of the butchers who retail meat
do sometimes undertake a wholesaling function
(Karugia, 1991).
Promotion in meat marketing can be
undertaken in many and varied forms:
* meat shop (butchery) brand name
• company and/or private seller's prestige
* customer prestige, where emphasis is on
meat cuts for different classes of consumers
(based on their incomes).
The possibility of processing and packaging
meat greatly facilitates the ability to promote
meat marketing. The ability to promote meat
marketing almost certainly depends on the
ability to charge or set different prices, according
to the market being aimed at.
summary report from the livestock production and
marketing in the entete states of est africaproject.
CRED, University of Michigan, U.S.A.
Hillman M and Ayele Gebre Mariam. 1975. A report on
the central highlands (ethiopia) livestock market
survey. Livestock and Meat Board, Addis Ababa,
Ethiopia.
Karugia J T. 1991. Competition and efficiency in beef
retailingin a metropolitan area:The case of the city
of Nairobi. MSc thesia, University of Nairobi,
Kenya.
Kotler P. 1988. Marketing management: Analysis,
planning,implementation andcontrol. 6th Ed4;t.
Prentice-Hall Inc., Engelwood Cliffs, New Jersey,
USA.
Mbogoh S G. 1991. Marketing policy issues in dairy
development in sub-Saharan Africa with special
reference to the situation in Mozambique and
commonwealth Africa. Paper presented at a Commonwealth
Secretariat Workshop on Dairy
Development Policy in Commonwealth Africa, held
at Aruaha, Tanzania, 19 July-2 August 1991.
Mbogoh S G. 1992. Analysis of some socio-economic
aspects of dairy development in Kenya. Paper
presented at a KARIISNAR Workshop on Planning
and Research Priority Setting for Dairy Cattle
Research in Kenya, Kenya Agricultural Research
Institute, (KARl), Nairobi, Kenya.