Explorative market research on a family farm business in Switzerland: how can a family farm business effectively implement a marketing strategy in order to be profitable and grow in the meat industry in Switzerland ?

On average, three farms disappear every day in Switzerland. Small-scaled farms are the most affected by this downturn (Conrad Widmer, 2019). However, larger farms (over 50 ha) have increased. The consequence of this trend is that larger farms represent now a bigger share in Switzerland farming market, at the expense of smaller farms. How can small farms survive in this fast changing and complex environment? Implementing effective differentiation and marketing strategies are key factors to success and to the survival of small farms. La Ferme du Château-Blanc is a family farm located in Gingins and is currently facing a challenging situation regarding its meat production. The general decrease in meat consumption as well as consumers changes in consumption habits are factors that directly impact the farming industry. In addition, with the recent takeover of the farm by the owner’s daughter, neither accurate differentiation nor marketing strategy are put in place. This research aimed at answering the following question; how can family farms implement effective marketing strategy in order to be profitable in the long-term and grow in the meat industry in Switzerland? The research suggests viable and sustainable recommendations for La Ferme du Château-Blanc in order to be profitable in the long-term and create value in the market place. Thanks to surveys and in-depth personal interviews, the research highlighted the fact that consumers are seeking to eat more local and healthier products. Quality, origin and proximity are the most important criteria in people’s decision to directly buy at the farmers’ place. Moreover, the research identified that consumers are willing to experience agritourism activities on farms and that demand for such events exists. La Ferme du Château-Blanc already sells some of its beef production directly to customers. In order to expand and diversify its business, the farm should develop agritourism events and open a store on the farm. By collaborating with local producers, the farm can enlarge its product offering and satisfy customers’ expectations. Besides, the farm location enables the organization of activities and events on the farm. Brunches, cooking classes and educational workshop are the main activities La Ferme du Château-Blanc should focus on and base part of its differentiation strategy. Emphasis will be placed on communication about the farm's constant research to improve meat quality, but also on transparency towards customers. In addition, building trust and solid relationship with customers will be key components of the farm’s success. Finally, this model could also be a source of inspiration for other family farms