placement of olive oil on the global market

U ovom radu se analizirao proces plasmana maslinovog ulja na globalno tržište pomoću marketinškog miksa s naglaskom na specifičnost promatranog proizvoda. Obilježja maslinovog ulja, uvjeti i zahtjevnost proizvodnje su dali uvid u razlog potražnje za maslinovim uljem koja je prisutna na gotovo svim globalnim tržištima prehrambenih namirnica. Svaka država ima svoje zakone o hrani kojim se regulira plasman maslinovog ulja, pored njih postoje organizacije posvećene unaprjeđenju kvalitete maslinovog ulja i poštivanju zakonskih propisa, unatoč tome, maslinovo ulje je još uvijek najpatvorenija prehrambena namirnica na svijetu. Na početku rada maslinovo ulje opisano je po svojim biološkim karakteristikama, zatim kao element marketinškog spleta sagledan s ekonomskog aspekta. Promocija maslinovog ulja je ključna za uspjeh i opstanak na tržištu zbog veće cijene koštanja u odnosu na proizvode supstitute, te ju je potrebno prilagoditi kategoriji maslinovog ulja i ciljnoj skupini potrošača. Uljara Grubić je važna za tematiku ovog rada zbog prirode poslovanja poduzeća koje se sastoji od proizvodnje ploda masline, prerade ploda maslina i prodaje ekstra djevičanskog maslinovog ulja, samim time je objedinjen proces proizvodnje i prodaje maslinovog ulja odnosno plasmana maslinovog ulja na tržište.This paper analyzes the process of placing olive oil on the global market using a marketing mix with an emphasis on the specificity of the observed product. The characteristics of olive oil, the conditions and the complexity of production have provided insight into the reason for the demand for olive oil, which is present in almost all global food markets. Each country has its own food laws that regulate the sale of olive oil, in addition to which there are organizations dedicated to improving the quality of olive oil and compliance with legal regulations, despite this, olive oil is still the most counterfeit food in the world. At the beginning of the work, olive oil was described by its biological characteristics, then as an element of the marketing mix viewed from the economic aspect. The promotion of olive oil is key to success and survival in the market due to the higher cost price compared to substitute products, and it needs to be adapted to the category of olive oil and the target group of consumers. Grubić Oil Mill is important for the topic of this paper due to the nature of the company's business, which consists of olive production, olive processing and sale of extra virgin olive oil, thus unifying the process of production and sale of olive oil and marketing olive oil