Nataša Renko

Attitudes of the Croatian population toward genetically modified food

Until recently, the Croatian public has been relatively indifferent and unaware of issues related to genetically modified (GM) food products. However, the situation has changed and the Croatian public is becoming deeply sceptical about the benefits of GM food, and also generally about the food they eat. This paper examines some of the dimensions of the attitudes of the Croatian population toward GM food, and points out the high level of knowledge about biotechnology, and also the high level of non‐acceptance in this regard. These findings are significant for Croatian trade (especially importing and exporting), since knowledge about population preferences may influence the status of the Croatian food industry, as well as foreign food producers.

DESIGNING MARKETING STRATEGY USING THE FIVE COMPETITIVE FORCES MODEL BY MICHAEL E. PORTER - CASE OF SMALL BAKERY IN CROATIA

Development of marketing strategy of the company has to be based primarily on the results of the analysis of industrial structure. The best known framework for analysis and the analysis of structural features of industries – Five competitive forces model by Michael E. Porter, was used in this paper aiming at designing marketing strategies and the development of sustainable competitive advantage for one Croatian small bakery concerning the influence of five forces on the whole industry. The interpretation of the findings enabled owner of analyzed subject: to determine the attraction of bakery industry, to measure perceptions of the strength of competitive forces, to identify the existing competitive advantages and key success factors in the further development, to formulate appropriate marketing strategies and to predict future movements in the bakery industry. Although Porter’s model is a simplified picture of the forces that affect the profitability of certain industries, results of this paper have undoubtedly shown that Porter’s model is valuable even in the small business sector. Taking into account the contemporary dynamics and unpredictability of the turbulent market conditions, the model will surely continue to be one of the main tools in strategic analysis of different industries, but also the specific business entities, regardless of their size.

A case study of the Croatian beer market structure and performances

This paper considers the structure and performances of the Croatian beer market, as well as consumers’ attitudes and preferences. The results emphasise that the domestic brands with their quality and tradition, in spite of the imported beer brands’ influence, are the dominant brands on the Croatian beer market.

The market information system and state support for the market of agricultural products in Croatia

Most of transitional (former socialist) countries still suffer from underdeveloped market mechanisms. In order to provide support for development of modern market mechanisms for the market of agricultural products, government experts within the Ministry of Agriculture and Forestry designed institutional information support – Market Information System in Agriculture of the Republic of Croatia – TISUP. This system is organised in order to prevent one of the most important market failures – insufficient and delayed dissemination of information that is crucial for the normal functioning of the market. The paper explores the functioning of the whole system and provides a general conceptional framework for understanding both market information systems and markets of agricultural products in Croatia and some other relevant countries/regions.

Harnessing Expert Opinion: Trends and Challenges on the Balkan Organic Market, Based on a Delphi Approach

The market for organic products in Western Balkan countries has only recently started to develop. Today, it is still a small niche market. This chapter presents an analysis of the organic food market in the mentioned countries based on the knowledge and opinions of experts. The main objectives of this study were to identify and aggregate the opinions of experts regarding the current state of the Western Balkans organic food market and to forecast the future trends and challenges as well as to suggest improvements for this market.

Market trends and consumer behaviour relating to organic products in the Western Balkan Countries

Organic agriculture in Western Balkan Countries (WBC) has promising perspectives. Natural resources of extraordinary richness, heterogeneity and quality are primary preconditions for a prosperous agriculture in general, and also for organic agriculture and wild plant collection. The market and consumption situation can be described as ‘patchwork’. Some elements reflect the early beginning of the organic sector in Western Europe, with direct selling, short supply chains and little processing. On the other hand, committed, strategic and highly professional market actors show within the WBC organic markets successful examples of marketing of organic products and efficient organisation of supply chains. Generally, preconditions for further positive market development are fulfilled. It is the current heterogeneity that illustrates best the potential of the organic sector in WBC, both at the production and consumption levels. Some macroeconomic and transnational factors, like the economic slowdown in Europe or the world-wide financial crisis, might hinder the development of the organic sector as they limit access to financial resources and slow down the broadening of a ‘middle class’ with more wealth and purchasing power. Apart from these factors, which are difficult to influence, the barriers to be overcome are rather typical for young markets: aggregation of critical volumes, constitution of critical production basins, producer organisation, professionalization, scaling up, and information for and communication with consumers. These are the main areas where weaknesses exist today.