Agricultural Marketing Strategies in Integrated Units (Case Study in KOSAROM Paşcani S.A. Group of Companies, Iaşi County)

Abstract

In today's economy we are witnessing a phenomenon of integration in agriculture and food industry, which is an effect, but also a cause of the marketing and agrobusiness development. In well developed countries, and to a lesser extent in the less developed, such as Romania, we observe a serious intensification of interdependence relations between farms, food companies and distributors. Consequently, there is a phenomenon of growing distance between the place of production and consumption place, with impacts on the population's consumption habits. In these circumstances, marketing aims to ensure that food is brought in the place and form desired by the consumer, which requires that the producing companies must design strategies to adapt to specific conditions of different markets (local, regional, national, international). In this context, agricultural and food marketing becomes, for more and more companies, a kind of marketing whose target is aimed towards meeting society’s best conditions and future needs. In fact, the agro-food sector is one of those sectors in which marketing companies are located in full force, agriculture (through interdependence with the natural environment) and food industry (through its impact on food safety and security of the population) occupying a place of great importance in ensuring sustainable economic and social development.. As a result of the adjustment process to continue to supply food products to consumers' growing demands, the tendency is to take over more and more agricultural products and process them into food products; the food industry is considerably reducing the time spent by the consumer cooking and it also ensures an assortment structure of agricultural products supply as close to consumers’ tastes as it can be. In this paper, the authors have proposed to address some theoretical and practical aspects related to product strategy, which can be applied to Kosarom S.A. Pascani Group of Companies, Iasi County.