ROLE OF MARKETING IN INCREASING THE COMPETITIVENESS OF AGRICULTURAL AND FOOD PRODUCTS

Abstract

Global food market trends and a struggle for both quality and acceptable price under unequal competitive conditions, along with the imposition of a new legal framework, indicate increasing difficulty to survive, maintain current position or gain a better position in the developed market. Many Balkan countries and even new EU member states have grasped their export opportunities through supply of a wide array of agricultural and food products. An important fact to underline is that overproduction of most agro-industrial products has been reached in the food market of developed countries. At the same time, developed countries have taken most of the agrarian protectionism measures in an attempt to protect their domestic market and limit food imports. In order to overcome customs and non-customs barriers in the food market of developed countries, it is necessary to satisfy quality standards in terms of food safety and develop a good marketing strategy. The objective of this study was to highlight the importance of a marketing approach in exporting agricultural and food products from the Republic of Serbia and Republic of Srpska, specifically focusing on the need for the products to be differentiated according to their brand, designation, origin and specificities. Only such products can earn recognition and survive in the global food market; otherwise they will fail to find their niche among similar unbranded products in the abundant developed market.