The path of the Republic of Serbia into the global raspberry marketing channel

Radosavljević, Katica (2024) The path of the Republic of Serbia into the global raspberry marketing channel. Ekonomika preduzeća, 72 (7-8). pp. 379-386. ISSN 0353-443X

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Abstract

The aim of this study is to propose an efficient structure of raspberry marketing channels in both domestic and international markets, considering the modern agribusiness system of the French company Roger Descours Group, which has a subsidiary, Frucom food doo, in Serbia. Concurrently, it highlights the changes that have occurred in the marketing channel structure, significant for future traffic operations and new opportunities arising from market conditions. Through an analysis of the specifics of raspberry production and marketing channels and utilizing multiple linear regression of raspberry production and exports from the Republic of Serbia, as well as raspberry exports from Frucom Food doo, the possible means of creating a competitive advantage in the global market will be demonstrated. The primary objective of this study is to identify key directions for the future development of international raspberry placement from the Republic of Serbia, assess potential constraints in this domain, and propose basic measures and activities to enhance the competitiveness of agricultural and food exports in foreign markets. Only a capable food industry with secure agribusiness systems as market entities can guarantee production security on farmers’ estates. The level of development of raspberry distribution channels can be identified by applying the quantitative method of linear regression to assess the dependent variable (quantity of raspberries exported from the Republic of Serbia) using independent variables (total quantity of raspberries produced in the Republic of Serbia, raspberry exports from the Frucom food doo cold storage).

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