The importance of niche marketing strategy on the market of "special foods"

Panyor, Ágota: The importance of niche marketing strategy on the market of "special foods". Review of faculty of engineering : analecta technica Szegedinensia. pp. 75-82. (2009)

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Abstract

The agri-food market of the developed countries has become saturated, healthy nutrition is emphasized, and the food safety is valued. The oversupply of mass products has made a great competition, wher e the small and medium- size firms should find outbreak points to stay alive. One possibility is to produce special, unique products with high added value and high quality. Special food products - their uniqueness may derive from tradition, geographical characteristics or organic production - satisfy special demands. Because of producing them in low quantity, they are suitable for filling market gaps (niche). The application of the niche marketing could help companie s to stay in the quantity products' market with their special products. With the niche orientation they could stabilize their customers and make themselve s diffe r from their competitors. To make the niche marketing effective, collective marketing activity is necessary. Although companie s recognize the importance of adaptation to the different market situations, they can't take the suitable steps alone. Therefor e collective marketing has distinguished importance, for in its frame market research, product policy, advertising and distribution channels can be operated more efficiently, while companie s can keep their corporate identity.

Item Type: Article
Journal or Publication Title: Review of faculty of engineering : analecta technica Szegedinensia
Date: 2009
Page Range: pp. 75-82
ISSN: 1788-6392
Language: angol
Uncontrolled Keywords: Közgazdaságtudomány
Additional Information: Bibliogr.: 82. p. ; összefoglalás angol nyelven
Date Deposited: 2016. Oct. 15. 12:25
Last Modified: 2019. Jan. 07. 12:11
URI: http://acta.bibl.u-szeged.hu/id/eprint/11798

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