New Market Strategies of Poultry Producers in the Context of Slow Growth and Growing Non-tariff Barriers

Master's thesis is devoted to a comprehensive study of the global poultry market in the conditions of increasing non-tariff barriers. The paper deals with the main producers of the industry, their development strategies and the dynamics of changes in economic indicators in the analyzed periods. Particular attention is paid to the factor of reducing the growth of the industry despite the increase in global demand for products. The author traces the changes typical for the market, which are caused by the emergence of new players, restrictions on the supply of key exporters to the markets of priority importing countries. The paper provides evidence that global trade will remain highly volatile with changes in access to trade as the main drivers of change. Avian influenza is another unpredictable factor, the global poultry market is still suffering from restrictions associated with it, such as trade between China and the US and imports from South Africa to the EU. The author comes to the conclusion that the industry prospects for Russia are still moderately positive, but much will depend on the level of supply moderation. However, some factors become negative. The recent opening of China is very promising, especially given the close distance to China's Western markets. This could provide Russia with a new growth platform. In the course of the work, key conclusions were formed regarding the development of poultry meat exports to the Chinese market, which was identified as the most promising. The concept of the road map defining the list of the main actions of the Ministry of agriculture of the Russian Federation for support of development of export of the Russian agricultural products and food to the people's Republic of China till 2024 is also developed.