Market dynamics and distribution strategy in the agricultural industry: An exploratory study

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Abstract

This exploratory study examines the marketing practices and distribution strategies of an agricultural industry in San Antonio, Nueva Ecija, the Philippines, with a focus on the local broom reed or “tambo”, which holds significant ecological and economic value. The research investigates production methods, marketing strategies, distribution channels, and pricing practices, revealing that small-scale enterprises predominantly use markup pricing and selective distribution. Geographic reach extends beyond San Antonio to neighboring provinces and metropolitan areas, with many producers utilizing their own delivery vehicles and offering free delivery services. However, these enterprises face challenges, including limited access to capital, inadequate marketing infrastructure, and logistical difficulties, which restrict their ability to scale. The findings emphasize the need for sustainable development initiatives and government support to address these constraints and promote growth. This study provides valuable insights into the marketing dynamics of the broom reed sector, offering recommendations for targeted interventions that could improve production efficiency and market reach, ensuring long-term sustainability and economic viability for the industry.

Keywords: Broom Reed, Marketing Strategies, the Philippines, Promotion, Pricing Strategies

Authors’ individual contribution: Conceptualization — K.L.A.; Methodology — K.L.A.; Software — K.L.A., A.V.F., and A.P.G.-R.; Validation — K.L.A., A.V.F., and A.P.G.-R.; Formal Analysis — K.L.A.; Investigation — K.L.A., K.N.F., A.V.F., and A.P.G.-R.; Resources — K.L.A., A.V.F., and A.P.G.-R.; Data Curation — …; Writing — K.L.A.; Visualization — K.L.A., A.V.F., and A.P.G.-R.; Supervision — K.L.A.; Project Administration — K.L.A.; Funding Acquisition — K.L.A., K.N.F., A.V.F., and A.P.G.-R.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: M30, M31, M37, Q1

Received: 19.04.2024
Accepted: 27.01.2025
Published online: 31.01.2025

How to cite this paper: Armas, K. L., Fernandez, K. N., Faigal, A. V., & Garcia-Reyes, A. P. (2025). Market dynamics and distribution strategy in the agricultural industry: An exploratory study. Corporate & Business Strategy Review, 6(1), 210–220. https://doi.org/10.22495/cbsrv6i1art20