Organization of marketing activities in leader enterprise for purchase, processing and placement of non-wood forest products in Vojvodina

Abstract

In addition to the traditional use and a range of benefits they have for local communities, non-wood forest products (NWFP) occupy a significant place in the market, particularly given the expansion of organic production and consumption. The wealth of natural diversity of Vojvodina creates an exceptional foundation for the development of entrepreneurship based on the purchase, processing and marketing of NWFP. Regardless of company size, adequately organized organizational structure, in relation to market conditions and general environment, makes one of the key determinants of efficient and effective operations. The goal pursued in this paper is to examine and analyze the organizational leadership of an enterprise system for processing and marketing of medicinal plants, primarily from the marketing aspect. Focusing on the leading companies in the industry, in Vojvodina, the research is conducted with the purpose of gaining insight into the functioning of organizational structures and ways of organizing marketing activities in it. The subject of this study was to go from the moment of purchase of raw material base and distribution of finished products. As a research technique, it is used a survey that included questions about how to organize the department in the company, personnel structure and other internal features of the company. On that basis it is formed a SWOT matrix, in which are confronted by the weak and strong companies with external opportunities and threats. The maximum capacity utilization of the developed distribution network and price competitiveness, contribute to the leading position of the surveyed company.