Izvozni marketing konditorske industrije Srbije - empirijska studija - koncern "Bambi Banat" A.D.

Abstract

The aim of this paper is to present a broader picture, from confectionery market in Europe, as a major branch of the food industry, market segments, the most important countries in terms of consumption of confectionery and leaders in the production, and then to present the main features and characteristics of confectionery products in the Serbian market, statistics of imports and exports, the most important export markets, as well as recommendations and guidelines for the future operations of companies in this industry. Analysis of Concern Bambi-Banat ad, a leader in the manufacture of confectionery in Serbia, including selection strategy of internationalization through export marketing operations, motives for internationalization, management process, the most important foreign markets, the problems that company face, and the competitive advantage that has.