FOOD SAFETY-BASED MARKETING STRATEGY FOR LAMB MEAT TO ENHANCE COMPETITIVENESS IN URBAN MARKETS

Information from the abstract

The increasing demand for lamb in urban markets reflects a structural shift in consumer preferences toward safe, high-quality, and sustainably produced food, in which food safety, certification, and traceability are primary determinants of purchasing decisions. The limited effectiveness of marketing communication prevents producers from translating these attributes into a measurable competitive advantage. This study aims to formulate a food safety-based marketing strategy to strengthen the competitiveness of lamb meat in urban markets. A qualitative descriptive approach was applied using SWOT analysis to evaluate internal factors consisting of production capacity, certification, product quality, branding, and marketing communication, alongside external factors including consumer preferences, market trends, competition, and technological development. Results demonstrate that strengths derived from food safety certification and product quality contribute 70% of the strategic leverage in enhancing competitiveness, while weaknesses related to marketing communication and branding account for 45% of internal constraints. External opportunities driven by increased consumer awareness and willingness to pay for certified products reach 65%, while threats from substitute products such as beef and poultry remain dominant. Strategic positioning is located in the growth-oriented quadrant, indicating an aggressive strategy that prioritizes certification-based differentiation, digital marketing optimization, consumer education, and value-added product development. Food safety-based marketing strategy significantly improves competitiveness through the alignment of production systems and market communication, which serves as a critical determinant of sustainable agribusiness development.

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Related topics: Agriculture and Agroindustry Studies · Food Safety and Hygiene · Meat and Animal Product Quality