MARKETING – THE KEY TO SUCCESS

The market for subtropical and tropical fruits has undergone considerable changes in the past decade. Globalization and advance in technology have changed the market from a simple one into a complex one. In the past, as the market was a simple one, the application of basic traditional marketing techniques was sufficient. Today market is a complex market, characterized by more efficient distribution, high production, a nearly saturated customer base, and a high-potential but difficult new market. In order to succeed in the current market, experienced marketing professionals with innovative ideas are needed, as traditional marketing techniques are no longer sufficient.