Analiza strategiczna rynku dziczyzny w Polsce

There has been an increase in the consumption of the game meat in Europe. Most of the venison products is consumed in West Europe and Scandinavia. Poland belongs to the states, in which the consumption of venison is on the lowest level (0.08 kg/person). We performed a strategic analysis of the venison market in Poland based on the data obtained by direct interviews. The research was carried out in 2015−2017 period among 39 specialists in the field of hunting and participants of the venison market in Poland. Kendall W concordance index was used to measure the compliance of the experts’ opinions. During the study 48 variants of responses were obtained, and average factor ratings were calculated based on the points assigned by the respondents. The advantages include product characteristics, quality and veterinary supervision over the acquisition and processing of the raw material. Growing supply as well as the current hunting traditions in the country have a stimulating effect. In the area of weaknesses, the most important was information and promotion campaign neglected by the last decades. The high price of the final products offered is a factor strongly limiting the consumption of venison in Poland. High and growing public awareness of the need for healthy nutrition is a opportunity for the sector. According to the respondents, the limitation on the consumption of venison is affected by the fear of being infected with zoonoses and doubts about the sanitary and hygienic state of the raw material. The results of the SWOT/TOWS analysis indicate that the most appropriate direction is to emphasize the strengths of the sector and use the opportunities that arise, which is the offensive strategy focused on market development. The significance of the sector’s weaknesses and the awareness of the presence of many threats in the external environment should be an impulse for undertaking a multifaceted discussion and cooperation of entities operating in the industry.