Q13 - Agricultural Markets and Marketing; Cooperatives; AgribusinessReturn

The agricultural goods market went through fundamental changes throughout the last ten years. The biggest influence came by the transformation of ownership and the international companies penetration into the food-processing business. The meat processing industry can be characterized as one that almost consists of small and medium enterprises only. To survive this sharp competitive environment requires an effective usage of marketing management priciples. The meat processing industry has to adapt to the new conditions of the common EU market as well. This article is analysing the main fields of marketing management adaptation of enterprises to the conditions of EU market. This market is mainly affected by a high level of globalization and a strong integration in world economics. Shown are the success factors for adapting marketing management into the difficult conditions of the unified European Union market.