Abstract
The aim of this paper is to determine the competitiveness of domestic honey and analyze the factors of influence, in order to create an adequate strategy for maintaining and strengthening the competitive position. The research is based on the analysis of results from the scientific-professional literature and statistical reports, calculation of economic indicators, comparative method and other general scientific methods. Porter's diamond model is used, as a basis for analyzing the competitiveness of honey. Domestic honey, as a traditional food product, is competitive. Data on honey exports and imports are a true indicator of the high competitiveness of honey. Namely, out of the total value of foreign trade in honey, almost 98 % refers to exports. The favorable competitive position of honey is primarily the result of low production costs, based on cheap raw materials and labor. In order to maintain a solid competitive position of honey, it is necessary to diversify the range, differentiate the offer, branding, quality standardization, innovative technology, education of producers, raising production efficiency, better use of comparative advantages, stimulating research and development projects, financial incentives, association of producers, etc. However, in order to survive in the international market, adequate marketing and technological strategies need to be developed and implemented.
Highlights
Preporuke za podizanje konkurentnosti tradicionalnih prehrambenih proizvoda bi se odnosile na: udruživanje malih proizvođača radi postizanja količina; standardizaciju proizvodnje radi ujednačavanja kvaliteta, primenu higijenskih standarda; racionalnu eksploataciju prirodnih resursa; finalizaciju primarnih sirovina u višem stepenu; diferencijaciju proizvoda, odnosno povećanje tehnologije u prodajnoj ceni; menadžment, marketing, edukacije i transfer znanja; investiranje u nove tehnologije i opremu; finansijski podsticaji; brendiranje i apliciranje za geografsku oznaku; formiranje distributivnog centra sa proizvode sa geografskom oznakom i apliciranje za dobijanje geografske oznake na međunarodnom nivou
SEEDEV, Za Program: „Fond za promociju izvoza poljoprivrednih proizvoda” – APF red. broj JNMV 19/2012
Summary
Domaći med u 2019. godini izvezen je u proseku po 4,38 $ po kilogramu. Republika Srbija, takođe, uvozi med. Godini izvezen je u proseku po 4,38 $ po kilogramu. Uvozna cena po kilogramu meda bila je 6,05 $/kg, pa se može zaključiti da med uvozimo po značajno višoj ceni u odnosu na izvoznu cenu. Ovo implicira da je domaći med konkurentan, ali bi trebalo diverzifikovati ponudu, odnosno pospešiti marketing aktivnosti, kako bi postigli višu cenu u izvozu. Godine, kada je izvoz bio veći za 915, odnosno 895 puta, respektivno. Uvozne količine meda su zanemarive u odnosu na izvezene količine, što najbolje govori o visokoj konkurentnosti domaćeg meda na međunarodnom tržištu. Analiza podataka pokazuje da ukupan promet meda Republike Srbije sa EU iznosi prosečno godišnje 6.156.880,00 $, od čega izvoz čini 97,96%, odnosno 6.031.260,00 $. Možemo zaključiti da nam je EU značajan trgovinski partner, kada je med u pitanju i da imamo izuzetno povoljan saldo razmene. Učešće zemalja Jugoistočne Evrope u spoljnotrgovinskoj razmeni meda u 2019. godini (u 000 $)
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