GRAPE MARKETING OF TABLE VINE VARIETIES

Abstract

Bosnia and Herzegovina is a country with a long tradition in the production of table grapes. In the last ten years, the areas under table vine varieties in Bosnia and Herzegovina have been increasing. Despite that, Bosnia and Herzegovina continues to record an increase in imports of table grapes, which is in conflict with extremely favorable agroecological conditions for growing vines, and a long tradition of their production in our country. The key to success is in indigenous vineyards and the quality of the grapes. Picky world markets cannot be entered without authenticity and quality. Marketing as a business philosophy has found a place in all countries of developed market economies. It serves as the basis of development policy and the starting point in determining the guidelines of business strategy and the concept of market presence. Marketing is a social and managerial process by which, through the creation, offering and exchange of valuable products with others, individuals and groups get what they need or want. Marketing as a concept has not been satisfactorily applied in the agriculture of the former Yugoslavia. In Bosnia and Herzegovina, the slow introduction of marketing in agriculture was even more evident. Table grapes have rarely been the subject of marketing research. The usefulness of marketing activities is difficult to measure and almost imperceptible. Therefore, the present shortcomings related to the non-rootedness of marketing in domestic agricultural practice cannot be easily observed. Although it is a homogeneous plant species, the vine is still different in the composition of cultivars and varieties within the same variety. This fact, among other things, leaves a significant space for marketing approach in organizing the production and market of table grapes. The paper investigates the current state of marketing in its production and marketing, as well as the needs and ways to improve it. Elements of the marketing mix, i.e. production, product, distribution, prices and promotion of table grapes were investigated. The theoretical aspect of individual elements of the marketing mix is presented, as well as their concrete elaboration on table grapes. The results of the research provide a basis for agricultural policy makers in designing measures aimed at increasing the degree of self-sufficiency in terms of their own production of table grapes.