engleski

The Role of Marketing Researches in Strategic Planning in Confectionery Industry

World's confectionery industry represents one of the most dynamic and innovative segments of food industry. According to the International Cocoa Organization statistics, global confectionery market has reached in 2003 the value of 77, 1 billion USD, increasing from 1999 at the average rate of 3, 8% per year. Thereupon, the analyses reveal that the whole market has growth tendency. The whole confectionery production in Croatia increased in the period from 200 to 2004 at the rate of 24%. Furthermore, the market is characterized by higher liberalization, new product development, and competition, resulting in private labels and higher demand for healthier food. Because of these factors, participation of the domestic product sale stagnates, whereas participation of the foreign product sale grows rapidly. Croatian confectionery producers do understand the necessity to implement market researches in their marketing strategies. We used the method of deep interviews with Croatian confectionery marketing managers to determine the types of market researches they apply in their practice.

marketing strategy; market research; confectionery industry

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