Marketing strategies on the development of the vegetable growing in the “Lunca Siretului – Bacău District” microzone

Abstract

The elaboration of the marketing strategy represents a continuous and extended process of information, analysis and decision, a continuous searching of optimal solutions for solving the well-defined problems. The marketing strategy represents a decision expressing the resolution of a complex process, supposing the analysis of strategic elements and establishment of strategic alternatives, for choosing the strategy for each stage, product or market. For elaborating the marketing strategy, it is necessary to begin from the competition position of the agricultural company, the place the company wants to conquer, the potential of the company and the competitive environment within the company. The elaboration of marketing strategy establishes, on the one hand, the directions of achieving the strategic objectives, requiring specific actions (market division, establishing the target group and the position of a certain product or service) and, on the other hand, the structure of marketing mixture to implement the chosen strategy. In practice, there are many strategic variants, which may be applied due to the various aspects taken into account for their establishing. If we have in view the way the farming companies react to different solicitations of the external, direct or circumstantial environment, we may define types of strategies, depending on certain criteria. Choosing a favourable strategy depends on the competence of the marketing manager, the managerial team of the company, the capacity of understanding the environment within the company and of organizing the company to take advantage of the opportunities that may appear, if we take into consideration that the marketing strategy must guide the company towards a more competitive position on the market. The authors emphasized the strategic variants for developing the vegetable growing in the “Lunca Siretului - Bacău District” microzone, the next period up to the year 2012, for ensuring the need of vegetable consumption for the local population.