Reorienting RTD on food marketing
Reorienting RTD on food marketing within an enlarged European market.
The enlargement of Europe has reshaped the European market. Most strategic orientations identify several opportunities and threats in this respect. Although findings cannot be generalised simply, the following trends are clearly present.
For new Member states, the development of marketing channels to the old member states is a major opportunity. Furthermore, an offensive strategy is justified by the strong price competitiveness of their food industries.
On the other hand, these regions are also convinced that growth can only be continued if price competitiveness goes hand in hand with increasing productivity, technological renewal and improving quality and innovation.
Most SORs implemented in old member states, choose a defensive position. These regions choose to compete on quality and identity, in order to be able to face more price competitive actors. The present market position of typical, regional products and internationally established brands is perceived to be an important tool.
