ANALYSIS OF FACTORS INFLUENCING THE COMPETITIVENESS OF DOMESTIC HONEY

Abstract

The aim of this paper is to determine the
competitiveness of domestic honey and analyze the factors of
influence, in order to create an adequate strategy for
maintaining and strengthening the competitive position. The
research is based on the analysis of results from the scientificprofessional literature and statistical reports, calculation of
economic indicators, comparative method and other general
scientific methods. Porter's diamond model is used, as a basis
for analyzing the competitiveness of honey.Domestic honey, as a
traditional food product, is competitive. Data on honey exports
and imports are a true indicator of the high competitiveness of
honey. Namely, out of the total value of foreign trade in honey,
almost 98 % refers to exports. The favorable competitive
position of honey is primarily the result of low production costs,
based on cheap raw materials and labor. In order to maintain a
solid competitive position of honey, it is necessary to diversify
the range, differentiate the offer, branding, quality
standardization, innovative technology, education of producers,
raising production efficiency, better use of comparative
advantages, stimulating research and development projects,
financial incentives, association of producers, etc. However, in
order to survive in the international market, adequate marketing and technological strategies need to be developed and
implemented.