The Marketing Strategy of Traditional Hungarian Products, Considering the Role of Nutritional Advantages

Authors

  • Zoltán Szakály Kaposvári Egyetem, Gazdaságtudományi Kar, Ökonómiai és Szervezési Intézet, Marketing és Minőségtani Tanszék (Kaposvári University, Faculty of Economics, Institute of Economics and Organization, Department of Marketing and Quality Management) H-7400 Kaposvár, Guba S. u. 40.
  • Csaba Sarudi Kaposvári Egyetem, Gazdaságtudományi Kar, Gazdasági és Pénzügyi Intézet, Regionális Gazdaságtani Tanszék (Kaposvári University, Faculty of Economics, Institute of Ecomomics and Finance, Department of Regional Economics) H-7400 Kaposvár, Guba S. u. 40.

Abstract

In the home agro-production the production structure built on the conventional millingmeat sector has been ailing since the beginning of the 90s. It is mainly due to the unfavourable foreign-economical conditions, the high self-supplying level of the EU, the fierce international competition and the high import-supplies. A possible way of recovering from this situation is through the increase of the production of the so-called Hungaricums (traditional and regional foods). These Hungaricums are special because they are individual, unique produces from Hungary, they are related to the rural area, and due to the agroeconomic conditions, to a region. In their presentation, the authors show the market evaluation of two animal species which are qualified as Hungaricums (inside them one-one type): the Hungarian Grey Cattle and the Mangalicza Pig, as well as two plants: the Makó Onion and the Hungarian Red Paprika. They talk about the situation of production, processing and purchasing, analyse the integration relations, show both the strong and weak sides of the examined products, as well as their opportunities on the market, and the threats. They outline the basic elements of common marketing strategy, the target markets and the marketing-mix of the four distinguished Hungaricums, referring to the possibilities of collective marketing.

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Published

2004-02-15

Issue

Vol. 1 No. 1-2 (2004)

Section

Articles