Market orientation and distribution strategies in poultry agribusiness: Evidence from chicken layer farms in Nueva Ecija

This study investigates the strategic market orientation and distribution strategies among registered chicken layer farms in Nueva Ecija, Philippines, amid challenges involving supply-demand gaps, market fluctuations, and evolving consumer behavior. It aims to examine how these farms align their internal strategies with external market dynamics. A descriptive-evaluative quantitative approach was applied. Data were collected from all ten registered chicken layer farms across six municipalities using a structured questionnaire based on the Market Orientation Framework. Descriptive statistics and weighted mean scoring were used to analyze four dimensions: customer orientation, competitor orientation, interfunctional coordination, and responsiveness. Results revealed a persistent supply-demand gap of over 80%, worsened by seasonality, disease outbreaks, and logistical constraints. Marketing remains heavily intermediary-driven, with minimal digital platform adoption. While farms show basic responsiveness to market signals, most lack formal systems for feedback, competitor monitoring, and internal coordination. Improving marketing performance requires a strategic shift toward structured, data-informed market orientation and diversified distribution. The study highlights the need for stronger policy support, targeted training, and the integration of digital tools to improve efficiency, strengthen competitiveness, and enhance long-term sustainability in poultry agribusiness.