Developing Basic Agribusiness Skills in Marketing toward Sustainable Development Goals in Nigeria
Abstract
Agribusiness plays a crucial role in Nigeria's economy, contributing significantly to employment, revenue, and food security. However, the sector faces challenges such as limited market accessibility, inadequate infrastructure, and lack of basic marketing skills. This study emphasizes the importance of developing basic agribusiness skills in marketing to increase competitiveness, improve market accessibility, and achieve sustainable development goals. The study identifies essential skills required for agribusiness marketing, including market research, product development, pricing, promotion, distribution, digital marketing, and sustainability marketing. It also provides recommendations for agribusiness owners, research institutes, and the government to support the development of these skills. The study's findings highlight the potential of agribusiness to contribute to Nigeria's sustainable development, particularly in achieving the Sustainable Development Goals (SDGs) 1, 2, 8, and 12. By acquiring basic agribusiness skills in marketing, agribusiness owners can increase their competitiveness, improve market accessibility, and contribute to Nigeria's economic development. This study provides valuable insights for stakeholdersin the agribusiness sector, policymakers, and researchers.
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Introduction
Agribusiness is the commercial activities involved in the production, processing, and distribution of agricultural products. It comprises different firms and farm activities, such as food processing, manufacturing, marketing, farming, ranching, fishing, forestry, etc. It plays a crucial role in contributing to Nigeria's economy. It has the potential to promote employment opportunities and contribute to the Gross Domestic Product (GDP). In other words, it has the potential to promote economic growth, reduce poverty through job creation and increase revenue, and improve food and environmental security.
Despite its importance to Nigeria's economy, it confronts a series of setbacks, including limited market accessibility, inadequate infrastructure, and inadequate or limited basic marketing skills. The majority of agribusinesses lack the skills and knowledge to identify target market segments, develop and brand products that meet consumer needs, and promote their products effectively. These challenges reduced the ability of entrepreneurs or Small and Medium Enterprises (SMEs) in agribusiness to compete effectively in the market, limited market accessibility, reduced profitability, and their contribution to sustainable development. Adamu (2020) stated that any agribusiness aiming to thrive in a competitive market must employ strategic marketing tactics.
Skill is a learned ability that allows an individual to perform specific tasks, which can be acquired through education, training, and experience. So, agribusiness skills refer to the ability acquired by an individual to perform their duties or business activities towards meeting market competitiveness in a profitable manner.
Conclusion
Developing basic agribusiness skills in marketing is essential for increasing the competitiveness of agribusiness, improving market accessibility, and contributing to achieving Sustainable Development Goals in Nigeria.
References
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