Marketing and management of the intensive common eland breeding

The objective of this study is to propose a marketing strategy for the antelope meat, fulfillment of which will result in acquiring additional financial resources for maintaining the farming and for supporting research activities. The character of the main product is accompanied by various sales barriers (strong legislature, perishable product). The recommended marketing instrument is: personal sale and customer care with individual approach. Based on the determined price of substitutes, the sale price of antelope meat was suggested. The expected as well as the already executed sales represent a motivation for the future. The study will contribute to a maximal utilization of resources of the organization.

Autorentext

The author obtained Ph.D. at the Institute of Tropics and Subtropics and MBA in Agribusiness at the Faculty of Economics and Management of the Czech University of Life Sciences Prague, where she currently works in management of the Faculty of Tropical AgriSciences. Her research is focused on marketing aproach, crisis management and foreign trade.