ISHS Acta Horticulturae 40: III Symposium on Horticultural Economics
PRODUCT DEVELOPMENT AND PRODUCT INTRODUCTION OF SPECIAL HORTICULTURAL FERTILISERS ON THE WESTERN EUROPEAN MARKET |
| Author: | J. Reuff |
| Abstract:
The development of special fertilisers for horticulture and their introduction on the European market are dependent on influences determined by the internal conditioning factors within the enterprise itself and by the external conditioning factors which affect the company from outside. The most important internal conditioning factors are the necessity to exploit fully available capacity as well as price policy and the procuring of the raw materials. The most important external conditioning factors, on the other hand, can be described as the motivation structure of the consumer, the function of competition, scientific research and legal requirements. The bases of effective product introduction are an intensive and scientific analysis of the market, the choice of efficient market channels and, especially in the special fertiliser business, an active advisory and service policy, combined with highly informative advertising. The use of various distribution organisations makes possible adaptation to the different circumstances on the respective national markets. Disadvantages, however, can result from a reduced influence of the producer on the distribution and margins policy of these sales organisations. | |
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