MARKET ANALYSIS OF THE RYAZAN REGION MEAT INDUSTRY USING MICHAEL PORTER'S COMPETITIVE FORCES MODEL

Yuliya Afanasyeva; Yuliya B. Kostrova; Olga Shibarshina

doi:10.55186/25880209_2026_10_2_14

UDC

338.12.017

VAK Russia

5.2.3

MARKET ANALYSIS OF THE RYAZAN REGION MEAT INDUSTRY USING MICHAEL PORTER'S COMPETITIVE FORCES MODEL

Published in INTERNATIONAL AGRICULTURAL JOURNAL · Pages 91–110 · Rubric: 5.2.3. Regional and sectoral economics (economic sciences)

DOI: https://doi.org/10.55186/25880209_2026_10_2_14 · EDN: GPZSMP

Received: 02.04.2026 Accepted: 21.04.2026 Published: 21.04.2026

Authors

Yuliya Afanasyeva

Yuliya B. Kostrova

Olga Shibarshina

Yuliya Afanasyeva

Academic degree: candidate of philosophical sciences

Science rang: docent

Ryazan branch of the «Moscow Witte University» Associate Professor · Department of Business and Management · Russian Federation · Ryazan

Yuliya B. Kostrova

Academic degree: candidate of economic sciences

Science rang: docent

azan branch of the «Moscow Witte University» Head of the Department · Department of Business and Management · Russian Federation · Ryazan

Olga Shibarshina

Academic degree: candidate of sociological sciences

Science rang: docent

Ryazan branch of the «Moscow Witte University» Deputy Head of the Department · Department of Business and Management · Russian Federation · Ryazan

ABSTRACT

This article is dedicated to a comprehensive structural analysis of the meat market in the Ryazan Oblast using Michael Porter's classic methodology—the Five Forces of Competition model. This tool allowed for the assessment of the long-term development prospects of the industry, the identification of the intensity of competitive pressure, and the determination of the most promising directions for forming sustainable competitive advantage. The meat market in the region operates under conditions of high capital intensity and significant saturation, due to the presence of both local producers and large federal agro-holdings. The study showed that the level of intra-industry competition is assessed as high (9 points), which is dictated by the low differentiation of standardized products and high price elasticity of demand. Threat analysis revealed high pressure from substitute goods (fish, vegetable alternatives), which requires producers to constantly account for consumer trends toward healthy eating. The threat of new entrants in high-volume segments (poultry, pork) remains low due to colossal investment barriers, the need for economies of scale, and strict biosecurity requirements. A pronounced factor of pressure is the bargaining power of buyers (7 points), concentrated in the form of federal retail chains that dictate pricing policy and terms of cooperation. The influence of suppliers (feed, equipment) is also assessed as high (7 points), especially under current logistical and geopolitical constraints, which emphasizes the critical importance of vertical integration. As a result of the structural analysis, it was concluded that the overall industry attractiveness of the meat market in the Ryazan Oblast is moderate. To maintain competitiveness, companies are advised to focus on increasing differentiation through improving processing quality (cutting, reducing fat content), developing their own feed supply, and actively engaging with consumers through loyalty programs to reduce price sensitivity.

KEYWORDS

Porter's Five Forces model, industry structure analysis, competitive advantage, Ryazan Oblast meat market, capital intensity, vertical integration, buyer power, entry barriers, product differentiation, price competition

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GOST

Afanasyeva Y. S., Kostrova Y. B., Shibarshina O. Y. MARKET ANALYSIS OF THE RYAZAN REGION MEAT INDUSTRY USING MICHAEL PORTER'S COMPETITIVE FORCES MODEL // . 2026. pp. 91-110. DOI: https://doi.org/10.55186/25880209_2026_10_2_14. EDN: GPZSMP. (Date of access 20.08.2026).

MLA

Yuliya Afanasyeva, Kostrova Y. B., Shibarshina O. Y.. "MARKET ANALYSIS OF THE RYAZAN REGION MEAT INDUSTRY USING MICHAEL PORTER'S COMPETITIVE FORCES MODEL." (2026): 91-110. DOI: https://doi.org/10.55186/25880209_2026_10_2_14. EDN: GPZSMP.

APA

Afanasyeva Y. S., Kostrova Y. B., Shibarshina O. Y. (2026). MARKET ANALYSIS OF THE RYAZAN REGION MEAT INDUSTRY USING MICHAEL PORTER'S COMPETITIVE FORCES MODEL. , 91-110. https://doi.org/10.55186/25880209_2026_10_2_14 EDN: GPZSMP.

Chicago

Yuliya Afanasyeva, Kostrova Y. B., Shibarshina O. Y.. "MARKET ANALYSIS OF THE RYAZAN REGION MEAT INDUSTRY USING MICHAEL PORTER'S COMPETITIVE FORCES MODEL." , no. (2026): 91-110. https://doi.org/10.55186/25880209_2026_10_2_14. EDN: GPZSMP.

WIKI

{{cite journal | author = Afanasyeva Y. S., Kostrova Y. B., Shibarshina O. Y. | title = MARKET ANALYSIS OF THE RYAZAN REGION MEAT INDUSTRY USING MICHAEL PORTER'S COMPETITIVE FORCES MODEL | journal = | year = 2026 | pages = 91-110 | doi = 10.55186/25880209_2026_10_2_14 }} EDN: GPZSMP

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