engleski

Marketing Environment in Croatian Food Industry

The role and impact of marketing environment in any company is growing for two reasons: first, the dynamics of changes in the environment has incresead, and second, there is a growing number of different types of changes in the environment.The aim of this paper is to assess if the exisiting perception of marketing environment in Croatian food industry is such that it calls for changes in company and industry features, in order to transform the traditional views and behaviour to modern innovative modes of business activities. The conducted research has shown some specifics of the perception of the marketing environment in Croatian food industry. The macro marketing environment is perceived to be very hostile. Micro marketing research results point out that Croatian food companies recognize and work on building up of long term relations with suppliers, they fear decreasing consumer ethnocentrism, perceive the distribution system to be very congested and among biggest obstacles in their development and perceive competition to be the most hostile variable of micro marketing environment. According to all these findings, we might expect Croatian food industry in the near future to be forced to implement some innovative approaches in order to keep or increase its market competence and overcome barriers in micro and macro environment.

food industry; Croatia; macro environment; micro environment

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