Примена маркетинг концепта у функцији унапређења производње и пласмана сира у Републици Србији / Applying marketing concepts to improve cheese production and placing on the market in the Republic of Serbia

Cheese production and placing on the market hold some of key positions of growth and development strategies in agricultural industry of numerous highly developed countries. As the final product of livestock production – cheese, as the finished product is a result of several different business entities participating in the creation cycle and value delivery. Hence, it could be a significant revenue generator for all participants and a factor in the economic development of the Republic of Serbia. Primary aim of the research is to create a functional marketing concept proposal on the basis of information obtained from data analysis received from primary and secondary sources as a condition for enhanced cheese production and placing on the market by Serbian manufacturers, both on domestic and international markets. Research results should indicate significant factors in increased domestic production, prospects and potential export destinations as well as increased export. Research results reveal that the Republic of Serbia is not a competitor in the field of industrial cheese on a global scale. Something that, above all, associated cheese manufacturers from the Republic of Serbia can offer to progressively demanding consumers on both domestic and international market are original varieties of cheese with designation of origin, varieties of traditional and organic cheese, value-added cheese which can meet the specific requirements of identified market demand. This refers to quality and other marketing features, including food safety as well. Elementary condition for creating profitoriented agricultural holdings for cheese production is the continuous agricultural policy which creates conditions of certainty for business entities. Creating associations and founding accredited programs of continuing education in the field of marketing and cheese production as well as state incentives in the form of dedicated funds represent some of primary factors in development and strengthening the competitive position among cheese manufacturers.