Enhancing competitive strategies for Small-Scale Poultry Producers: a case study of Warrenton Super Chicken

Abstract

This study examines the competitiveness of Warrenton Super Chicken, a small-scale broiler producer in South Africa, whose participation in the market faces challenges. Some of these include high input costs, competition from cheaper poultry imports, and poor market penetration. Using value chain analysis, the study identifies key strategies to enhance competitiveness. These include market differentiation, cost efficiency, vertical integration, product diversification, and partnerships. The study sample included industry stakeholders such as farm managers, employees, government officials, and customers, whose insights provided a comprehensive understanding of the producer’s operating context. A qualitative research design was used, through a purposeful sampling strategy of twelve (12) key participants. The data obtained from the interviews was analysed using thematic analysis.

The findings of the study support the recommendations that Warrenton Super Chicken in the Northern Cape, as producer can improve its business activities through a competitive strategy that includes initiatives such as targeting niche markets and leveraging vertical integration to reduce input costs. The study also highlights the need to adopt new technologies and form partnerships to expand market reach. In so doing, the producer can address the pricing threats posed by the cheap imports while adapting to price-sensitive markets. The study guides small poultry producers with a framework to initiate programmes and actions for surviving in competitive markets.