Analysis of the Organisation and Implementation of Marketing on the Example of Serbian Organic Food Producers
Analiza organizacije i primene marketinga na primeru proizvođača organske hrane u Srbiji
Abstract
Adequate application of marketing activities determines the competitiveness of organic food producers and creates the conditions for a faster development of the organic market. Thus, the aim of this paper is to examine the representation of marketing activities in the business of serbian organic food producers and to discover a dominant form of organizing the activities among these producers. The secondary aim refers to identifying the main obstacles which prevent a faster development of organic production in Serbia. The study, whose results are presented in the paper, was conducted on a simple random sample which included 41 organic food producers, using a survey technique. The obtained results show that domestic organic food producers do not practice marketing activities enough in their business, mainly relying on promotional and sales activities. In the organizational structure of the largest number of surveyed organizations, a simple sales service has been formed, while the two thirds of the covered organizations have a special department for marketing. According to the examinees, the main obstacle in the development of organic production in the Serbian market is underdeveloped demand. The results of this research may serve in further researches in this field in Serbia, as well as for marketing managers to plan future marketing activities.
Apstrakt
Adekvatna primena marketing aktivnosti bitno opredeljuje konkurentnost proizvođača organske hrane i stvara uslove za brži razvoj organskog tržišta. Stoga je cilj ovog rada da se ispita zastupljenost marketing aktivnosti u poslovanju proizvođača organske hrane u Srbiji i da se otkrije dominantna forma organizovanja marketing aktivnosti među ovim proizvođačima. Sekundarni cilj se odnosi na identifikovanje glavnih prepreka koje sprečavaju brži razvoj organske proizvodnje u Srbiji. Istraživanje čiji su rezultati prikazani u radu sprovedeno je na prostom slučajnom uzorku koji je obuhvatio 41 proizvođača organske hrane, primenom tehnike anketiranja. Dobijeni rezultati pokazuju da domaći proizvođači organske hrane nedovoljno praktikuju marketing aktivnosti u svom poslovanju, uglavnom oslanjajući se na promotivne i prodajne aktivnosti. U organizacionoj strukturi najvećeg broja anketiranih organizacija formirana je jednostavna prodajna služba, dok oko dve trećine obuhvaćenih organizacija ima posebno odeljenje za marketing. Prema mišljenju ispitanika, glavna prepreka u razvoju organske proizvodnje na tržištu Srbije je nedovoljno razvijena tražnja. Rezultati ovog istraživanja mogu poslužiti u daljim istraživanjima ove oblasti u Srbiji, kao i marketing menadžerima za planiranje budućih marketing aktivnosti.
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