Challenges of meat distribution in HoReCa Channel in Croatia (CROSBI ID 614386)
Prilog sa skupa u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Tomašević Lišanin, Marija ; Klarić, Svjetlana ; Palić, Mirko
engleski
Challenges of meat distribution in HoReCa Channel in Croatia
Main purpose of this paper is to explore challenges in meat products distribution on the Croatian market in a HoReCa channel. Considering the specifics of distribution of fresh and frozen food products, mainly regarding environment temperature, the distribution is more demanding than for the rest of the FMCG products. Specific goals of the paper have been focused on gaining insight and describing the current situation and trends on a meat market in a segment of hotels and restaurants. Furthermore, the goal has been to analyze potential opportunities for selling meat products on the HoReCa market and investigate the factors that this segment uses for supplier valuation. Primary data has been collected using highly structured questionnaire on a sample of exper ts and managers that work in sales and distribution of meat products in Croatia. Questionnaire contained 23 questions. The research results pointed out that for a successful development and further growth of HoReCa segment the long term strategy of all included stakeholders is needed. Hotels and restaurants highly value precision and punctuality in delivery of the meat products especially during the intensive touristic season that reaches its peak in Croatia during July and August. The companies operating on this market need a clear mission and vision that will be focused on obtaining a sustainable competitive advantage through meeting customer demands and increasing their satisfaction. Further growth and development of this market could directly impact over all touristic offering of Croatian tourism on a global market.
distribution; HoReCa channel; meat products; marketing; Croatia
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Podaci o prilogu
118-149.
2014.
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objavljeno
Podaci o matičnoj publikaciji
International journal of sales, retailing and marketing
Darwen: Accent Press
2045-810X
Podaci o skupu
11th International CIRCLE Conference
predavanje
23.04.2014-26.04.2014
Manchester, Ujedinjeno Kraljevstvo