ВЪЗМОЖНОСТИ ЗА ПОДОБРЯВАНЕ ПАЗАРНИТЕ ПОЗИЦИИ НА ПРОИЗВОДИТЕЛИТЕ НА ДЕСЕРТНО ГРОЗДЕ
OPPORTUNITIES TO IMPROVE THE MARKET POSITION OF TABLE GRAPES GROWERS

Author(s): Daniela Dimitrova
Subject(s): Economy, Agriculture
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: table grapes; market; competitiveness; branding.
Summary/Abstract: Over the last decade, the production of table grapes has grown steadily, with the entry of new producer countries such as Chile, Peru, Argentina, South Africa, Egypt. The strong international competition and the change in consumer preference are the two major factors in the environment that require an improvement in the organization of marketing activities along the supply chain. The use of marketing tools, such as branding, is an opportunity to improve the market performance of table grapes growers and, at the same time, a mechanism to stimulate consumer demand. In this study were analyzed the development of the table grapes market and were outlined the main marketing approaches applied by producers in traditional and emerging countries.

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