The Marketing Strategies of Poultry Layer Farms in Batangas Province

Abstract

This study aimed to assess the level of effectiveness of the marketing strategies of poultry layer farms in selected municipalities in the province of Batangas. The descriptive survey method of research was used in this study. The researcher constructed a self-made questionnaire to gather data. The respondents considered were those who were the farm owners and managers or supervisors as the first in line decision-makers. Respondents’ Assessments on the Effectiveness of Marketing Mix Strategies of Poultry Layer Farms in terms of Place were effective while Product, Price, and Promotion was somewhat effective. Place obtained the highest grand mean 3.51, which is the only one interpreted as “Effective,” followed by Price with a grand mean of 3.36, ranked third Product with a grand mean of 3.26 and ranked last promotion with a grand mean of 2.62. Poultry Layer Farms should be able to adopt a better distribution plan and consider selling to different institutions instead of selling through the farm gate to be able to generate a more significant profit. Farms may consider raising Day Old Pullets to Ready to Lay and sell to other farms for additional profit.The association of Poultry Layer farms should petition Local Government Units (LGUs) to fastrack their farm-to-market roads specifically for distribution. The poultry layer farms should maximize their attendance in training sessions and seminars to updatetheir skills and technical know-how in the day-to-day affairs of the business. They should too avail of the advancement of technology to maximize their promotion and strive to maintain the quality of eggs, egg tray packaging, as well as, egg appearance asone of its specific performance objectives. It is high time that the industry trains second-tier leaders (as understudy) who would continue managing the business. Women should be given an equal opportunity in managing the said farms to heed the call of government on gender and development (GAD).