The competitiveness of agricultural products: Case study of plum production and sale

Abstract

The presented analysis of basic agricultural products, on the example of the fruit growing sector (the case study of plum), with quantitative data on the marketing channels subjects level, points that in the family-owned farms the most common goods turnover is the natural consumption aimed to satisfy own needs, with a low level of marketability and competitiveness. As a measure of success and development of Serbia's agriculture, the data of the fruit growing sector's marketability (the case study of plum) are presented, i.e. the average rate of movement, the manifestation of the variance coefficient around the computed average value of a given activity of the marketing channels. The small agricultural properties have a scattered production, an insufficient sale structure, and the present marketing channels fail to realize a safe placement of the seasonal products. In this research the recommendations are presented for achieving agro competitiveness and a higher export orientation.