MARKETING MIKS PROIZVOĐAČA ORGANSKE HRANE - SA POSEBNIM OSVRTOM NA PROIZVOĐAČE IZ SRBIJE - THE MARKETING MIX OF ORGANIC PRODUCERS - A CASE STUDY OF PRODUCERS FROM SERBIA
Journal Title: EMC Review: Časopis za ekonomiju i tržišne komunikacije - Year 2016, Vol 6, Issue 1
Abstract
In the modern and turbulent environment we live in, it is the imperative of numerousbusinesses to become sustainable.This requires that they alter their business practice bothin terms of production and marketing.Organic production is one of the types of productionwhich completely support sustainable development through the maximum adherence to theeconomic, ethical, legal and ecological principles. Within marketing, this type of productionrequires the adaptability of the complete marketing mix to the requirements of sustainable marketing. This paper will analyze each individual instrument of the marketing mix inthe function of organic food production: the product, price, marketing channels and marketcommunication. This has indicated the existence of the specifi c nature of the given instrumentsin relation to those which are used by the more conventional food producers. In addition, acomparative analysis of the organic producers from Serbia and those from developed countriesof the world was carried out with the aim of indicating the differences in the effectiveness ofthe marketing activities in their business practice. As a signifi cant contribution to the topic,the appropriate measures and actions which should help local producers to find the optimum combination of marketing instruments was suggested, which should lead to the improvement of their competitiveness both on the local market and abroad. U savremenom i turbulentnom okruženju imperativ brojnih preduzeća postaje težnjada budu održiva što zahteva promenu njihovog ponašanja u proizvodnji i marketingu. Organska proizvodnja je jedan od retkih načina proizvodnje koja u potpunosti podržavaodrživi razvoj kroz maksimalno poštovanje ekonomskih, etičkih, pravnih i ekoloških principa.U okviru marketinga, ova proizvodnja zahteva prilagođenost kompletnog marketing miksa zahtevima održivog marketinga. U radu je izvršena analiza svakog pojedinačnog instrumentamarketing miksa u funkciji organske hrane: proizvoda, cene, kanala marketingai marketing komuniciranja. Time je ukazano na postojanje specifi čnosti datih instrumenatau odnosu na one koje praktikuju konvencionalni proizvođači hrane. Pored toga, izvršena jekomparativna analiza organskih proizvođača iz Srbije i razvijenih zemalja sveta sa ciljemda se ukaže na razlike u efikasnosti primene marketing aktivnosti u njihovom poslovanju.Kao važan doprinos rada navedenoj temi, u zaključku su ponuđene odgovarajuće mere iakcije koje bi trebalo da pomognu domaćim proizvođačima u iznalaženju optimalne kombinacije marketing instrumenata što bi posledično vodilo unapređenju njihove konkurentnostina domaćem i međunarodnom tržištu.
Authors and Affiliations
Semir Vehapi
Keywords
Related Articles
- EP ID EP247401
- DOI 10.7251/EMC16177V
- Views 100
- Downloads 0
IMPLEMENTACIJA LEAN METODOLOGIJE U PROIZVODNIM PREDUZEĆIMA
Kao savremeni način razmišljanja lean metodologija koristi alate, koji su usmjereni prema kontinuiranom poboljšanju funkcioniranja sistema uz kontinuirano savršenstvo. Lean proizvodnja (LP) podrazumijeva manje rada na ra...
METHODS FOR MODELLING OF WASTE MANAGEMENT
The waste is a product of everyday human activities, and we are faced with large amounts of waste daily. Inadequate method of waste treatment effects are numerous: pollution of the environment and hazards to human health...
LOCAL SELF-MANAGEMENT AS AN IMPORTANT ASPECT OF RAPID ECONOMIC DEVELOPMENT OF SERBIA AND CREATION OF JOB OPPORTUNITIES
Local economic development depends on the ability of local communities to adapt to dynamic conditions of domestic and international market economy. During the transitional period, local self-management authorities had by...
RAZVOJ LJUDSKIH RESURSA KAO PREDUSLOV ORGANIZACIONE USPJEŠNOSTI - HUMAN RESOURCE DEVELOPMENT AS A CONDITION OF ORGANIZATIONAL SUCCESS
Contemporary business conditions do not impose only need for adjustment of theorganization but also the need for adjustment of employees. Human resources, manifestedthrough individual knowledge, skills, individual qualit...
MANAGING THE DEVELOPMENT OF SOCIAL ENTREPRENEURSHIP
Th e rapid growth of social entrepreneurship is characterized by an increase in social inequalities alone poverty in the world, which is a consequence of the development of globalization. About social entrepreneurship an...