An observation on Marketing Structure and Strategy for Future Expansion of Poultry in Bangladesh

Abstract

For maintaining the need of protein and nutrition and also creating employment opportunity for unemployed people specially women, poultry industry plays an important role in the agriculture sector in Bangladesh. This paper tries to assess the total industry related to marketing of product and final consumption. It also includes the demand and supply of chickens, eggs, chicks, feed mills, breeder farm, hatcheries etc. The marketing structure and systems are limited for medium and small size firm within whole sell and retail system. On the other hand, the marketing scope, procedure and strategy of big firms like CP Bd Co. Ltd., Kazi Firm Ltd., Aftab Bahumukhi Firm Ltd., Paragon Poultry Ltd. and ACI Godrej Ltd. are very wide and broad. It is fact that the grass root level farmers of poultry are suffering from high risk specially when political instability exists in the country. They are also earning insufficient profits even most of the big companies sometimes are suffering losses due to the deadly threat from bird flu and this is why the stakeholders fear to invest further. However, as a densely populated and highly increasing population, the demand for meat of chicken and eggs are increasing to fulfill the demand of nutrition in Bangladesh. In addition, not only to fulfil the domestic demand, we will be able to export chicken and eggs which will increase the earnings of the country. Now it is seen that small-scale poultry production contributes a lot in the total industry. This study will be helpful for the new entrepreneurs and large, medium & small-scale poultry producers.