Marketing of agricultural products and an innovative method of “Blue Ocean”
2019
Michalcewicz-Kaniowska, M., UTP Univ. of Science and Technology in Bydgoszcz (Poland). Faculty of Management | Zajdel. M., UTP Univ. of Science and Technology in Bydgoszcz (Poland). Faculty of Management
In the article an attempt was made to consider the possibility of applying marketing methods to agricultural products. Marketing methods have been reviewed, starting with 4P and 4C methods, reaching to the “Blue Ocean” strategy. The specific of the market of agricultural products was also described, indicating the difference between this market and industrial goods markets. Then the tools used in the “Blue Ocean” method were specified, bringing closer the notions, which for many people are still unknown. They introduce the concept of strategy canvas, Eliminate-Reduce-Raise-Create Grid or Buyer Utility Map. It turns out that the learned methods can and are used in traditional markets. The following sections describe the differences in the operation of enterprises as a function of their size and specialization. Studies show that the marketing of the agricultural products is underdeveloped because of the specific conditions of the agricultural market, which have resulted in long-established patterns of action. However, there is also a room in this market for a wider introduction of marketing principles. Analysis of the methods used in the Blue Ocean Strategy shows that these methods can also be applied in the marketing of agricultural products. On the basis of the observation made, it can be assumed that farm activities may become more effective if even the simplest analyses are carried out and decisions are made on their basis.
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