COMPETITIVE MARKETING STRATEGIES FOR QUALITY MEAT

Title of the paper: Competitive marketing strategies for quality meat Quality meat programs are oriented on demands of the consuments and follow corresponding marketing strategy. There are several decisions to be made to reach this goal. From these the decisions on products and on marketing ways are discussed in this paper. Concerning the products - beyond the quality - there are three points of view to be considered: the packing the form of preparation and the creation of different product lines. The marketing way can be chosen more or less stepwise. This way however, gains obligatory in complexity with increasing amount of production. A marketing concept based on a trade mark is the way mostly consistent with the identity of the producers. The organization and the following certification of a quality management system will be demanded just by the groceries as an important precondition of the trade relations.