MARKETING ASPECTS OF AGRICULTURAL COOPERATIVES

Poljoprivredna proizvodnja u Republici Hrvatskoj nalazi se u vrlo teškoj poziciji te je pojedincu gotovo nemoguće samostalno plasirati proizvod na tržište. Iz toga razloga udružuju se u zadruge kako bi što jednostavnije došli do potrošača, a da ne budu kooperanti velikim industrijama. Iako zadruge sežu još od davne 1827. godine, danas je potrebno primijeniti marketing kako bi se učvrstila pozicija na tržištu. Svaka zadruga mora voditi računa o funkcijama marketinga s jedne strane te provesti PEST i SWOT analizu s druge strane.Agricultural production in the Republic of Croatia is in a very difficult position and it is almost impossible for an individual to place the product on the market independently. For this reason, they join in co-operatives to reach consumers as easily as possible and not to cooperate with large industries. Although co-operatives have been in existence since the year 1827, today it is necessary to apply marketing in order to strengthen the market position. Each cooperative must take account of marketing functions on the one hand and implement the PEST and SWOT analysis on the other