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Title: ENHANCING OF GREEN COMPETITIVENESS IN LATVIA: CASE STUDY OF DEVELOPING MARKETING STRATEGY FOR ORGANIC BEEF PRODUCTS
ENHANCING OF GREEN COMPETITIVENESS IN LATVIA: CASE STUDY OF DEVELOPING MARKETING STRATEGY FOR ORGANIC BEEF PRODUCTS

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N. Gutmanis;G. Grinberga-Zalite;B. Rivza;S. Polovko;E. Liepa
10.5593/sgem2018/5.3/S28.042
1314-2704
978-619-7408-48-5
English
18
5.3
Environmental Economics
Nowadays, the role of healthy and sustainable consumption is increasing in Latvia. This trend focuses on animal welfare issues, promotion of organic products and enhancing of local businesses? green competiveness. Owing to the growing demand for organic products, the number of organic farms in Latvia is increasing. However, not all local producers are aware of their marketing strategy?s compliance with the real situation in the market. Today, customers? needs are more sophisticated and they are knowledgeable about organic product supply, thus market players have to operate in the conditions of growing competition and more precisely adapt their product positioning and marketing strategies to the value system of today?s consumers. On the one hand, organic food market policies and labelling system complies with European Union approaches, but on the other hand, Latvian farmers pay insufficient attention to target-oriented marketing activities, often relying only to word-of-mouth marketing and personal selling, which in the age of digital economy are becoming less efficient. The paper presents an overview of the development of organic farming in Latvia and analysis of contemporary marketing tools for promotion of organic niche products on the example of organic beef products. Based on scientific literature findings related to various aspects of consumption and study conducted in Latvia on consumer behavior in internet, the authors suggest organic beef producers to take advantages of micromarketing strategy for promotion of their products in Latvia.
conference
https://www.sgem.org/index.php/jresearch-article?citekey=Gutmanis201821335342
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18th International Multidisciplinary Scientific GeoConference SGEM 2018
18th International Multidisciplinary Scientific GeoConference SGEM 2018, 02-08 July, 2018
Proceedings Paper
STEF92 Technology
International Multidisciplinary Scientific GeoConference-SGEM
Bulgarian Acad Sci; Acad Sci Czech Republ; Latvian Acad Sci; Polish Acad Sci; Russian Acad Sci; Serbian Acad Sci & Arts; Slovak Acad Sci; Natl Acad Sci Ukraine; Natl Acad Sci Armenia; Sci Council Japan; World Acad Sci; European Acad Sci, Arts & Letters; Ac
335-342
02-08 July, 2018
website
cdrom
1604
organic products; green marketing; micromarketing strategy.