Naslov
The Role of Marketing Researches in Strategic Planning in Confectionery Industry

Autori
Lacković Zlatko ; Andrlić Berislav ; Radman-Funarić, Mirjana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Book of abstracts of the 26 th International conference on organizational science development- Change management, CD with full papers / Vladislav Rajkovič, Eva Jereb, Goran Vukovič - Kranj : Univerza v Mariboru, 2007, 1260-1273

ISBN
978-961-232-199-4

Skup
International conference on organizational science development- Change management

Mjesto i datum
Portorož, Slovenija, 28.03.2007. - 30.03.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing strategy; market research; confectionery industry

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA