THE MARKETING MIX OF ORGANIC PRODUCERS - A CASE STUDY OF PRODUCERS FROM SERBIA

Autori članka: 
Semir Vehapi
Godina izdavanja članka: 
2016
Broj u godini: 
1
Apstrak članka: 

THE MARKETING MIX OF ORGANIC PRODUCERS - A CASE STUDY OF PRODUCERS FROM SERBIA
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.

Key words: marketing mix, organic food, Serbia, producers.

MARKETING MIKS PROIZVOĐAČA ORGANSKE HRANE - SA POSEBNIM OSVRTOM NA PROIZVOĐAČE IZ SRBIJE
Rezime:
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.

Ključne reči: marketing miks, organska hrana, Srbija, proizvođači.