Marketing orijentacija kao determinanta konkurentnosti proizvođača voća i voćnih sokova u Republici Srbiji

Abstract

In a turbulent environment, organizations face different challenges in everyday business. Companies are forced to respond quickly applying different marketing strategies in order to preserve and eventually improve their competitive position in the market. In order to be able to react in the right way, companies need to implement marketing orientation. The main aim of the research in this dissertation is to determine the extent to which the application of marketing orientation contributes to the success of fruit and fruit juice producers. The research on the relationship between marketing orientation and business performance of the company was carried out in the following way: in the first step, it was analyzed to which extent the surveyed companies were marketing oriented, and then, in the second step, it was examined whether there is a statistically significant link between the application of marketing orientation and chosen business indicators. Following performances of fruit juice producers were selected: business success, competitive position, innovation capacities, ability to create value for all participants in the chain and long-term linkages with consumers and other stakeholders. The obtained research results have led to significant findings. It was established that fruit and fruit juice producers continue to develop marketing, but they are even insufficiently focused on consumers, and even less on competition. It was proven that the application of marketing orientation is significantly associated with their business success, competitive position and innovation capacities. The research also identified the existence of a positive impact of marketing concept on reducing the differences between perceptions and expectations of consumers on one side and the delivered value on other side, which ultimately results in value increase for all participants in the chain. The hypothesis about the positive correlation between long-term linkages of fruit juice producers with consumers and other stakeholders with business and national competitiveness is supported. Finally, the directions of further research that would lead to more complete examination of the analyzed links are proposed.