engleski

Market research aimed at optimization of production programme in baking industry

Production programme can be approached from the so-called production-sales concept on one hand and from the marketing concept on the other. A production-sales concept leads to production based on producer's capacity, whereas marketing concept will determine the production on the basis of consumer needs. With today's overflow of supply, small bakeries can easily make mistakes in assessing their production volume, which will result in unsold product surpluses, however, the resulting losses will not have a significant social impact. On the other hand, if big industrial bakeries make wrong estimates in the structure and volume of their production, this will not only hurt the producer, but also have wider negative social implications. For this reason large-scale producers base their business approach on the marketing concept, according to which the life cycle of any production programme should begin with market research. This is then the basis for defining the production programme and its volume. In essence, market research is a basis of successful operation, as it can be assumed that if production is designed according to consumer needs, it will be accepted on the market. In today's world, individual consumer needs are increasingly in focus, and thus market research has become even more essential. Production of bread is one of the industries with pronounced sensitivity to consumer needs. It is proposed to examine the possibilities of designing a production programme optimization model based on market research.

market research; production programme; baking industry; bread marketing; life cycle

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