Segmentation and positioning on the organic food market

Vehapi, Semir

doi:10.5937/npdunp1801047v

Cited by 3 publications

(1 citation statement)

References 19 publications

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“…Cenovna konkurentnost preovlađuje ukoliko pri nižim cenama dolazi do većeg izvoza. U strategiji nastupa na nekom izvoznom tržištu često je svrsishodno uraditi segmentaciju, i to na način da se razdvoje tržišta na kojima se traži kvalitet i tržišta na kojima su bitne što niže cene(Vehapi, 2018). Tako npr.…”

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Analysis of factors influencing the competitiveness of domestic honey

Prodanović¹,

Ćirić²,

Ignjatijević³

et al. 2021

Ekon: teor praks

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The aim of this paper is to determine the competitiveness of domestic honey and analyze the factors of influence, in order to create an adequate strategy for maintaining and strengthening the competitive position. The research is based on the analysis of results from the scientific-professional literature and statistical reports, calculation of economic indicators, comparative method and other general scientific methods. Porter's diamond model is used, as a basis for analyzing the competitiveness of honey. Domestic honey, as a traditional food product, is competitive. Data on honey exports and imports are a true indicator of the high competitiveness of honey. Namely, out of the total value of foreign trade in honey, almost 98 % refers to exports. The favorable competitive position of honey is primarily the result of low production costs, based on cheap raw materials and labor. In order to maintain a solid competitive position of honey, it is necessary to diversify the range, differentiate the offer, branding, quality standardization, innovative technology, education of producers, raising production efficiency, better use of comparative advantages, stimulating research and development projects, financial incentives, association of producers, etc. However, in order to survive in the international market, adequate marketing and technological strategies need to be developed and implemented.

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Analysis of factors influencing the competitiveness of domestic honey

Prodanović¹,

Ćirić²,

Ignjatijević³

et al. 2021

Ekon: teor praks

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Organic Food Positioning: How Do Companies Want Their Brand to Be Perceived by Consumers?

Stoica¹

2023

MNMK

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The intensification of consumers' concerns for personal health protection has conducted, among other things, to a change in purchasing behavior toward organic food. However, emerging markets are still characterized by low levels of organic food consumption. Therefore, companies present on this market are trying to find new ways to boost the consumption of organic food, along with placing their brands in the most favorable positions in the minds of consumers. This study aims to identify the positioning bases that companies want to highlight in order to outline the desired position of their brand. To achieve this goal, a qualitative research was conducted among producers/processors, distributors/importers, and retailers having organic food brands in their portfolio. The results of the research showed the focus of the companies on highlighting the attributes related to the product characteristics and the personal green benefits, at the expense of environmental, emotional, and symbolic benefits. Positioning bases related to consumption occasions, brand values, and association with fictional characters or celebrities play a secondary role in supporting the brand position. The research contributes to the classification and conceptualization of specific positioning bases for organic food brands, providing an overview of this topic at the supply chain level.

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Influence of relevant factors on competitiveness of wine sector of the Republic of Serbia

Prodanović¹,

Ignjatijević²,

Vapa-Tankosić³

et al. 2021

Ekonomika poljoprivrede

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Wine production in the Republic of Serbia has a long tradition and potential for improvement, given the agro-climatic and other conditions. The aim of this paper is to analyze the competitiveness factors of wineries in the Republic of Serbia. The findings show that the wine industry is developing, but its' competitiveness is at a relatively low level. In order to strengthen the competitiveness of the wine sector, it is necessary to define and implement a strategy, which will include activities such as modernization of grape processing technology, new investments and investment in human resources, marketing, winemakers' association and creating a stimulating business climate. Without state support, a significant increase in the competitiveness of wineries cannot be expected. Since interest in wine production has been recently growing, it is to be expected that the wine production, as well as its' export will increase, thus achieving significantly greater economic effects.

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Segmentation and positioning on the organic food market

Cited by 3 publications

References 19 publications

Analysis of factors influencing the competitiveness of domestic honey

Analysis of factors influencing the competitiveness of domestic honey

Organic Food Positioning: How Do Companies Want Their Brand to Be Perceived by Consumers?

Influence of relevant factors on competitiveness of wine sector of the Republic of Serbia

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