The importance of niche marketing strategy on the market of "special foods"
The agri-food market of the developed countries has become saturated, healthy nutrition is emphasized, and the food safety is valued. The oversupply of mass products has made a great competition, wher e the small and medium- size firms should find outbreak points to stay alive. One possibility is to...
Elmentve itt :
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| Dokumentumtípus: | Cikk |
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2009
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| Sorozat: | Review of faculty of engineering : analecta technica Szegedinensia
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| Kulcsszavak: | Közgazdaságtudomány |
| Online Access: | http://acta.bibl.u-szeged.hu/11798 |
| Tartalmi kivonat: | The agri-food market of the developed countries has become saturated, healthy nutrition is emphasized, and the food safety is valued. The oversupply of mass products has made a great competition, wher e the small and medium- size firms should find outbreak points to stay alive. One possibility is to produce special, unique products with high added value and high quality. Special food products - their uniqueness may derive from tradition, geographical characteristics or organic production - satisfy special demands. Because of producing them in low quantity, they are suitable for filling market gaps (niche). The application of the niche marketing could help companie s to stay in the quantity products' market with their special products. With the niche orientation they could stabilize their customers and make themselve s diffe r from their competitors. To make the niche marketing effective, collective marketing activity is necessary. Although companie s recognize the importance of adaptation to the different market situations, they can't take the suitable steps alone. Therefor e collective marketing has distinguished importance, for in its frame market research, product policy, advertising and distribution channels can be operated more efficiently, while companie s can keep their corporate identity. |
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| Terjedelem/Fizikai jellemzők: | 75-82 |
| ISSN: | 1788-6392 |