Digital Marketing Perspective in Cattle Business: Supply Chain Integrated Approach

Abstract

The Malaysian economy has experienced robust economic growth over the past few decades, averaging around 6 per cent a year since 2000. With competitive pressure for resources from non-agriculture sectors, there is likely to be an inadequate capacity to increase agricultural production. Attaining agriculture business performance continued relevance remains demanding in the Eleventh Malaysia Plan. Anchored in the supply chain management philosophy, this paper highlights cattle businesses and the interrelated elements of supply chain integration and a digital marketing perspective. The cattle meat industry in Malaysia is gradually transforming from unorganized backyard farming into organized farming. However, the supply chains are still characterized by inefficiencies, diseconomies of scale, lack of investments, and inadequate arrangement. Therefore, to improve the efficiency and economy of scale, added value chain is required. One form of value creation is technology adoption. The digital marketing part of technology currently leads to the adoption new business policies in agriculture production. Policies and procedures also need to be eased to facilitate investments to increase production. This paper concludes that, in many important ways, the Malaysian Government still sees food security as a public obligation, especially in the case of protein-based products, and is working attentively to increase food security for its citizens.

Keywords

• supply chain integration
• food security
• cattle industry formatting