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Possibilities Of Positioning Through Differentiation Of Products From The Processing Of Olive Tree Fruit

Author

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  • Marieta Stefanova

    (Naval Academy "N. Y. Vaptsarov", Varna)

Abstract

This study analyses the possibility of differentiation in the supply of different types of products from the processing of the olive tree fruit in order to make them more appealing to the target audience. Possibilities have been identified to distinguish the business from other market participants and to better position it on the market through cost leadership or differentiation of product quality. An analysis has been conducted of a product differentiation method applying five factors facilitating the positioning of the brand to achieve better satisfaction of consumer preferences and earn the consumers' loyalty. It was found that in the examined product category the factor contributing to the greatest degree to product differentiation is the adopted assortment policy. This is an expert method that can be successfully applied to other product categories.

Suggested Citation

  • Marieta Stefanova, 2019. "Possibilities Of Positioning Through Differentiation Of Products From The Processing Of Olive Tree Fruit," SUSTAINABLE LAND MANAGEMENT - CURRENT PRACTICES AND SOLUTIONS 2019 CONFERENCE PROCEEDINGS, University publishing house "Science and Economics", University of Economics - Varna, issue 1, pages 163-172, November.
    • Handle: RePEc:vra:pr1911:y:2019:i:1:p:163-172
    DOI: 10.36997/SLM2019.163
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    Keywords

    quality; product differentiation method;

    JEL classification:

    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco

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