Strategic Marketing Framework for Farmer Organizations’ Agri-Food Products
Keywords:
Agrarian Reform Beneficiaries Organizations (ARBOs), Agri-food products, Camarines Sur, Farmer Organization, Strategic marketing framework, TOWS analysisAbstract
This study examined the current market profile of Agrarian Reform Beneficiaries Organizations (ARBOs) in Camarines Sur, Philippines, focusing on customer type, market segmentation, purchase frequency, and transaction volume. It also assessed internal and external factors that affect customers’ purchase decisions for ARBO agri-food products. Using a mixed-methods design, the study gathered data from 100 respondents through online surveys and applied TOWS matrix analysis to develop strategic responses. Findings showed that ARBOs have a highly concentrated customer base, mainly composed of individual and household consumers, with limited geographic reach, irregular purchases, and small transaction volumes. Their key strengths include product freshness and quality, support for local farmers, and reasonable pricing. However, weaknesses such as limited distribution channels, supply constraints, and low brand recognition restrict market growth. Opportunities include rising health-consciousness and government support, while threats include supermarket competition and limited payment options. The study recommends health-focused marketing, e-commerce development, quality differentiation, and multi-channel marketing systems. It also introduces the SIKAT Strategic Marketing Framework, which aims to improve ARBOs’ market reach and competitiveness through practical, farmer-friendly strategies supported by a QR linked Digital Annex.
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