MARKETING PLAN OF ACTIVITIES ON THE MARKET OF AGRICULTURAL FOOD PRODUCTS : Graduate paper

Poljoprivreda kao djelatnost postoji oduvijek i bez nje svijet ne bi mogao postojati. Važnost poljoprivrede ogleda se u osiguranju dovoljne količine hrane, a samim time održava se i gospodarska djelatnost i zapošljavanje. U današnjem vremenu, sve više poljoprivrednih proizvođača okreće se ekološkom uzgoju i proizvodnji poljoprivredno prehrambenih proizvoda, koji, iako su skuplji, prepoznati su kao zdravi i kvalitetni te dobro prihvaćeni od strane potrošača. No, bez dobrog marketinškog plana, poljoprivredni proizvođači ne bi mogli prodati svoje proizvode na ciljna tržišta. Stoga je marketinški plan aktivnosti na tržištu poljoprivredno prehrambenih proizvoda od velike važnosti i može se reći da je gotovo neophodan. Poljoprivredni proizvođači moraju odrediti na koja se tržišta žele koncentrirati odnosno na koje kupce usmjeriti svoj marketinški plan aktivnosti. Ulaskom u zajednicu Europske unije, tržište poljoprivrednih proizvoda za Hrvatsku se proširilo i pojednostavnilo, posebice u pogledu izvoza poljoprivredno prehrambenih proizvoda; poljoprivrednicima je taj postupak uvelike olakšan te se sve više njih okreće stranim tržištima, za što je potrebno imati dobar marketinški plan.Agriculture as an activity has existed for centuries and without it the world could not exist. The importance of agriculture is reflected in ensuring a sufficient amount of food, and furthermore, that keeps maintaining economic activity and employment. Nowadays, more and more agricultural producers are turning to organic farming and production of agricultural products, which, although more expensive, are recognized as healthy and high quality and are well accepted by consumers. But, without a good marketing plan, farmers would not be able to sell their products to target markets. Therefore, the marketing activity plan in the market of agricultural products has great importance and can be said to be almost necessary. Farmers must determine which markets they want to concentrate on or which customers to target their marketing activity plan. By joining the European Union, the Croatian market for agricultural products has expanded and simplified, especially with regard to the export of agricultural products; this process is greatly facilitated for farmers and more and more of them are turning to foreign markets, for which it is necessary to have a good marketing plan