APPLICATION OF THE MARKETING MIX TO THE WORLD EXPORT OF ANIMAL PRODUCTS

Agricultural trade is complicated owing to perishable goods and high requirements for safety and quality, especially by animal products. Intensifying their exports is a major priority in the context of augmenting competitive negotiations and providing global food security to cover a shortage of an animal protein intake. To address such challenges, this study aimed at improving marketing performance necessary for developing the world exports of animal products. The methodological research framework was the Marketing Mix model, which included Product, Price, Place, and Promotion, and was amplified by Innovation. The model components were presented by the average export prices and indicators for Infrastructure, ICT adoption, and Innovation capability evaluated for each exporting country. For testing hypotheses about homo- and heterogeneity of top exporters, this research utilized the single factor Analysis of Variance (ANOVA) technique. The offered approach was applied to the most valuable export segments of poultry, livestock, and dairy world markets. They engaged from 75 to 140 countries and had total export values between USD 3.2 billion and USD 33.2 billion. The study outcomes captured similarities and differences of Price, Place, Promotion, and Innovation components among the First 10, Second 10, and Third 10 ranked exporters. Given the found indicators of the top world exporters, the study clarifies prospects and attainable goals on developing exports of animal products at a country level.