MARKETING AS A TOOL OF THE FARM BUSINESS

MARKETING AS A TOOL OF THE FARM BUSINESS IMPROVEMENT IN DISADVANTAGED REGIONS Vladimír Kocák vladimir. kocak@euke. sk

History of farms in Slovakia • A change of agricultural policy and market orientation. • Restitution, or more precisely estate in reversion, • The farm transformation, privatization and structural changes within the frame of Transformation law no. 13/2002,

Ways, how to avoid these problems • To abidance ethics principles, • Optimalization of business activities in frame of natural conditions in a particular region, • Creation of business strategy and marketing strategy, • Production and selling the renewable resources of energy.

Implementation of marketing tools in the long term strategy • The purpose of marketing is not simply to generate sales or achieve a certain market share, but rather to produce profitable sales and a profitable market share.

4 basic marketing activities • Identifying specific segments of potential buyers, called target segments, • Meticulously evaulating the needs of that segment, • Researching and developing products or services that will answer the needs of that segment, • Developing a program that will make the problem -solving products or services known to the target segments.

Determination of competitive strategy • Cost leadership strategy, • Differentiation strategy, • Segmentation strategy.

Farm in Kapusany Optimal solution is interconnection of cost leadership strategy with the differentiation strategy.

Farm strategy

Great chance for agri-business, potential of biomass

Thank you. vladimir. kocak@euke. sk