2-3 Creating a Marketing Services Center in Tyup rayon Pilot Project (Issyk-Kul Oblast) Project area: Tyup Rayon, including the neighbouring regions and Karakol city
2-3-1 Background and Reasons for selecting the Pilot Project
1) Agricultural produce from Kyrgyzstan is of medium to low quality and low priced. Apart from a handful of progressive farmers, collective experience as independent farmers is still limited and the level of faming know-how and experience of the majority of farmers, who are also far removed from market information, have not fostered the capacity of the farmers to engage in farming that suits a market economy. In regions distant from large markets, such as Bishkek or Osh, the supply of produce exceeds the regional demand and the farmers have to sell to middlemen at prices that they dictate, creating a permanent structure of low selling prices.
2) Many of the processing industries lost their customers with the fall of the former Soviet Union and have gone bankrupt. Of those who survived, many lack the ability to market and are barely in a subsistence state producing juice and dairy products that have not changed substantially over the past 15 years, using obsolete technology.
3) Issyk-Kul Oblast, which is located on a high plain 1650 metres above sea level on the north-eastern shore of Lake Issyk-Kul 400 kilometres from Bishkek in Tyup Rayon, farmers are operating under the conditions described in 1 and 2 above and work extensive farmland and pastures raising primarily potatoes, wheat, fruit and livestock (principally sheep and dairy farming). As they have no ability to independently market, they are prey to the pricing dictates of the middlemen and have not been able to escape from the grasp of low-income farming. Most of farmers don’t pay any attention to improving the quality of their products.
4) The JICA study team has concluded that in order to resolve the above issues and increase the level of incomes among farmers and processing enterprises, the following measures need to be taken.
1) Expand their markets to the neighbouring countries, as well as domestic market and in order to do this implement a professional marketing programme and develop a niche market and implement sales promotion activities for regional produce. 2) As a result of the activities outlined in a), increase exports to Kazakhstan and Russia 3) Take measures to improve quality and delivery to meet the needs of the markets 4) Enhance the level of farming know-how among the farmers and further improve the quality. Change crops and processed goods to products being demanded by the market 5) Independently procure the necessary inputs
5) By implementation of the pilot project, it is expected formulation of economic cycle shown in Figure 2- 3-1.
By implementing a), b) will come about and as a result the management motivation levels of the farmers and enterprises will be raised and attention and efforts towards quality improvements and market orientation will result and further conversion to production that meets market demand will be undertaken, enhancing the farming know-how and experience. The effects of these improvements will
2-57 result in a significant increase in exports and improved income levels of the people in the region, bringing about a benevolent economic cycle.
Figure 2-3-1 Marketing and the Expected Economic Impact
a) Marketing Finding New Markets b) Increased Exports c) Improved Quality, Own Sales Activity (Higher Incomes)