Analiza elemenata marketing miksa nedrvnih šumskih proizvoda u oblasti centralne Srbije

Abstract

U skladu sa promenama ciljeva gazdovanja šumama, uzrokovanim socio-ekonomskim razvojem, u porastu je tražnja za kvalitetnim proizvodima biološkog porekla. Iako se nedrvni šumski proizvodi (NDŠP) sakupljaju i koriste generacijama, tek poslednjih decenija uočen je njihov značaj. Cilj rada je analiza marketinških strategija preduzeća koja se bave preradom i distribucijom NDŠP na području centralnog dela Srbije. Zbog specifičnosti i sveobuhvatnosti problematike, primenjene su različite opšte i posebne metode i tehnike istraživanja, a koje se koriste u istraživanju elemenata marketinga. A'WOT analiza primenjena je u cilju kvalitetnijeg tumačenja rezultata SWOT analize. Anketa je sprovedena među malim i srednjim preduzećima, koja se bave preradom i plasmanom NDŠP, na teritoriji centralne Srbije. Istraživanjem su obuhvaćeni najznačajniji finalni proizvodi, njihove cene, vidovi promocije i struktura kanala distribucije.

Demand for high-quality products of biological origin has been increasing, in accordance with changes in objectives of forest management, which are caused by socio-economic development. Although non-wood forest products (NW­FPs) have been collected and used for generations, only in recent decades their importance has been recognized. The aim of this paper is to analyze marketing strategies of companies involved in processing and distribution of NWFPs. Due to the specificity and comprehensiveness of the problem, the various general and specific methods and techniques, which are used in the study of marketing elements, have been applied. A'WOT analysis was applied in order to better interpret results of SWOT analysis. The survey was conducted among small and medium enterprises dealing with NWFPs in central Serbia. Conducted research determined the most important final products, prices, types of promotion and structure of distribution channel.