Naslov
Challenges of meat distribution in HoReCa Channel in Croatia

Autori
Tomašević Lišanin, Marija ; Klarić, Svjetlana ; Palić, Mirko

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

Izvornik
International Journal of Sales, Retailing & Marketing / - Darwen : Accent Press, 2014, 118-149

Skup
11th International CIRCLE Conference

Mjesto i datum
Manchester, Ujedinjeno Kraljevstvo, 23.04.2014. - 26.04.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
distribution; HoReCa channel; meat products; marketing; Croatia

Sažetak
Main purpose of this paper is to explore challenges in meat products distribution on the Croatian market in a HoReCa channel. Considering the specifics of distribution of fresh and frozen food products, mainly regarding environment temperature, the distribution is more demanding than for the rest of the FMCG products. Specific goals of the paper have been focused on gaining insight and describing the current situation and trends on a meat market in a segment of hotels and restaurants. Furthermore, the goal has been to analyze potential opportunities for selling meat products on the HoReCa market and investigate the factors that this segment uses for supplier valuation. Primary data has been collected using highly structured questionnaire on a sample of exper ts and managers that work in sales and distribution of meat products in Croatia. Questionnaire contained 23 questions. The research results pointed out that for a successful development and further growth of HoReCa segment the long term strategy of all included stakeholders is needed. Hotels and restaurants highly value precision and punctuality in delivery of the meat products especially during the intensive touristic season that reaches its peak in Croatia during July and August. The companies operating on this market need a clear mission and vision that will be focused on obtaining a sustainable competitive advantage through meeting customer demands and increasing their satisfaction. Further growth and development of this market could directly impact over all touristic offering of Croatian tourism on a global market.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA