Year: 1969
Type: article
Abstract: At the present stage of New Zealand's development the urgent necessity of producing and marketing new and improved export products for world markets has become demonstrably apparent.If the targets set by the National Development Conference are to be met a major market research programme is required.Massey University is making a determined effort to contribute to this programme by expanding its work in marketing teaching and research.This report is the first of a series to be published by the marketing group in the Department of Agricultural Economics.The possibility of a rapid expansion of beef exports from traditional breeds is limited by the rate at which beef herds can be increased.However, there is a considerable potential for increasing beef production by utilising calves from dairy herds.The Author, Mr. T.J. Tier, states that this work is a preliminary survey of the market prospects for New Zealand beef and does not do more than indicate the areas where detailed market research needs to be carried out.However, the hazards of relying on our traditional methods of grading, presentation and outlets for the large increase in beef production that is physically possible are clearly set out.It is suggested that New Zealand should be engaged in an intensive campaign to obtain the largest possible share of the Japanese market for beef as that market has the greatest immediate growth potential.It is essential, though, that we make a careful study of consumer requirements and be prepared to supply those requirements as closely as possible.Before New Zealand farmers and meat processing companies can be confidently encouraged to make the big investments needed to cope with large scale beef production from the dairy herd, thorough research into market requirements and prospects should be carried out.It is hoped that the questions raised in this paper will be considered and resolved by those who must make decisions on whether or not to encourage the rapid expansion of New Zealand beef production.
Authors: Tier, T. J., Tier, T. J.
Language: English
Subfield: Economics and Econometrics
Domain: Social Sciences
SDG: Zero hunger
Open Access status: green
OpenAlex ID: W3202237130