Marketing and management of the intensive common eland breeding. How to stop increasing loss in small farm producing untraditional products?

      Аннотация: 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.

Ключевые слова: Sales, Marketing Strategy, Hospitality Industry, Restaurant, revenues, Antelope, marketing survey, Structured Interview, half of the carcass, marketing environment