Market potential analysis: Case of food-processing industry companies

• Main Authors: Nikolić Milan, Sajfert Zvonko, Klarin Milivoj
• Format: Article
• Language: English
• Published: Srpsko udruženje za marketing 2006-01-01
• Series: Marketing (Beograd. 1991)
• Subjects: market potentials; parameters; survey; results; analysis
• Online Access: http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2006/0354-34710602101N.pdf

The paper presents the analysis of the situation with the market potentials in domestic food-processing companies. The analysis has been performed on the basis of the data provided by surveying 150 experts from companies operating in the field of foodstuffs industry. The assessments and parameter ranks (company features) are shown, which describe the situation with market potentials. Assessments and ranks of some other parameters are shown for sake of easy reference and comparison. All assessments are obtained as mean values of single assessments given by experts for the analyzed parameters. The experts quantitatively assessed the required parameters with an assessment in the 0 - 10 range according to the situation in their companies. Product quality and company's ambitions are the parameters with the best assessments and promotion and presence on foreign markets are the weakest ones.