Marketing nedrvnih šumskih proizvoda - studija slučaja preduzeća za preradu šumskih pečuraka

Abstract

Pod uticajem nastalih klimatskih promena sve je jasnije da šumarska struka treba snažnije da se osloni na multifunkcionalni karakter resursa kojim gazduje. Uz drvo, tu je niz nedrvnih proizvoda i usluga koje šuma pruža. Nedrvne šumske proizvode i usluge čine razni plodovi šumskog drveća i grmlja, gljive, razni predmeti izrađeni od nedrvnog materijala, te posebno socijalne usluge šuma, kao što su rekreacija, turizam, lov, foto­lov i sl. U radu je prikazana marketinška analiza na primeru preduzeća koje se bavi otkupom, preradom i prodajom divljih pečuraka i proizvoda od pečuraka, a korišćen je savremeni metodološki pristup koji je zastupljen u sličnim istraživanjima.

Under the impact of climate changes it is increasingly obvious that forestry should rely more strongly on the multi­functional character of the managed resources. In addition to wood, there is a series of non­wood products and services offered by forests. Non­wood forest products and services consist of various fruits of forest trees and shrubs, mushrooms, various objects made of non­wood material, and especially forest social services, such as recreation, tourism, hunting, photo­safari, etc. This paper presents a marketing analysis on the example of the enterprise dealing with the purchase, processing and sale of wild mushrooms and products made of mushrooms. The study applies a modern methodological approach implemented in similar researches.