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Abstract
Red meat is international business and meat companies in Namibia are global role players.
Poultry consumption increased at the expense of beef primarily because of consistency and
pricing, while larger beef and sheep meat suppliers are making inroads in the growth markets of
the world. Ultimately, to be successful, companies must carve out a clear position for themselves,
in the light of competition, and must exploit their competitive advantages to the full. A study
was commissioned to determine the strategic success factors, approaches and options of the
major beef and sheep meat exporting industries of the world for extrapolation on Namibia. The
most common business strategy involves cost orientation, although a differentiated focus
strategy with innovative and branded products targeted into niche markets is clearly needed for
Namibian businesses. Developments in traceability, quality control, branding, added-value and
consistency should satisfy the concerns consumers have over health and safety issues and assure
repurchases of Namibian meat products.