ROLE OF MARKETING IN INCREASING THE COMPETITIVENESS OF AGRICULTURAL AND FOOD PRODUCTS

Abstract

Global food market trends and astruggle for both quality and acceptable priceunder unequal competitive conditions, along withthe imposition of a new legal framework, indicateincreasing difficulty to survive, maintain currentposition or gain a better position in the developedmarket. Many Balkan countries and even new EUmember states have grasped their exportopportunities through supply of a wide array ofagricultural and food products. An important factto underline is that overproduction of most agroindustrialproducts has been reached in the foodmarket of developed countries. At the same time,developed countries have taken most of theagrarian protectionism measures in an attempt toprotect their domestic market and limit foodimports. In order to overcome customs and noncustomsbarriers in the food market of developedcountries, it is necessary to satisfy qualitystandards in terms of food safety and develop agood marketing strategy.The objective of this study was to highlight theimportance of a marketing approach in exportingagricultural and food products from the Republic ofSerbia and Republic of Srpska, specifically focusingon the need for the products to be differentiatedaccording to their brand, designation, origin andspecificities. Only such products can earnrecognition and survive in the global food market;otherwise they will fail to find their niche amongsimilar unbranded products in the abundantdeveloped market.

Keywords

• agricultural and food products
• marketing
• brand