Analysis of organization and implementation of marketing on example of Serbian organic food producers

Abstract

Adequate application of marketing activities determines the competitiveness of organic food producers and creates the conditions for a faster development of the organic market. Thus, the aim of this paper is to examine the representation of marketing activities in the business of Serbian organic food producers and to discover a dominant form of organizing the activities among these producers. The secondary aim refers to identifying the main obstacles which prevent a faster development of organic production in Serbia. The study, whose results are presented in the paper, was conducted on a simple random sample which included 41 organic food producers, using a survey technique. The obtained results show that domestic organic food producers do not practice marketing activities enough in their business, mainly relying on promotional and sales activities. In the organizational structure of the largest number of surveyed organizations, a simple sales service has been formed, while the two thirds of the covered organizations have a special department for marketing. According to the examinees, the main obstacle in the development of organic production in the Serbian market is underdeveloped demand. The results of this research may serve in further researches in this field in Serbia, as well as for marketing managers to plan future marketing activities.

Keywords

• organic food producers
• organic food market
• marketing activities
• marketing organization
• serbia