M.Comm. / A new and more free marketing orientation followed since the deregulation process was implemented in the red meat industry. From this follows consequential structural changes. After the new Marketing Act on Agricultural Products was accepted, all marketing boards had to be phased out, including the Meat Board. The doors for international trade were also opened. Changes in the economic, politicial, social and legal environment, local and abroad, lead to new opportunities, horizons and limitations, to which the beef production and beef marketing system had to adapt. Beef producers were therefore forced to become more involved in the marketing of their products. New questions about the current marketing channels and the different marketing options in the beef industry also developed. With the abovementioned as background and the uncertainty of beef producers about marketing, the objective of this study is to identify the marketing implications for beef producers in a deregulated market and to use this to formulate marketing guidelines which beef producers could use.

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