Marketing strategija proizvođača organske hrane

Modern food production technology represents a major issue in today’s world, primarily due to the numerous negative economic, social and primarily ecological consequences which it causes. They in turn adversely affect the very survival of human society. As a result, the fact that more and more producers are turning to organic farming is understandable, as is the need that people feel to voluntarily change their dietary habits so as to consume more organic products. Organic production completely supports the concept of sustainable development. It is the only type of production which merges the traditional and the modern, relying primarily on natural products which originate from farms, and at the same time contributing to the ecological balance of natural systems. Considering that organic production takes place with strict adherence to the prescribed legal guidelines, the transitioning into this type of production is not an easy or short-term process. However, the patience and effort invested by the producers are negligibly small in comparison to all the benefits which are provided not only for the producers but for the entire community. Over the last two decades, the organic food market has continually been expanding. Even though the USA, EU and Japan have exhibited the strongest demand for organic food products, the wave of the demand for these products is spreading into other parts of the world as well. It is precisely this kind of market trend that represents a clear invitation to all producers to offer a suitable response to the demands of the current consumers, which also includes the effective application of marketing concepts in their business transactions. Deciding on adequate marketing strategies for organic food producers is the focus of this research. The dissertation will offer a detailed account of the development of a marketing strategy based on four phases, including: strategic analysis, choice of strategy, implementation and evaluation, and the contr