FAIR-CT95-0844 Development of an integrated knowledge based decision support system for differentiated agricultural products

Contacts




To find similar Items, click on a keyword below:
Agriculture : FAIR Area 4.2 - Quality Policy

	Proposal No:	FAIR-CT95-0844
	Date Prepared:	January 1998
	Source:	Proposal Abstract

Abstract:
The drastic changes occurring in the EU towards the actual establishment and realisation of a single integrated European market bring new opportunities and challenges to farmers and their cooperatives. Agribusiness industries face a stiff competition originating mainly from the EU trade barriers` removal and the rapidly changing marketing environment for the single European market. Marketing of agricultural products has not yet taken full advantage of the methodological advances in behavioural sciences, economics and quantitative methodologies. A certain need has been identified towards the development and proper utilisation of updated market research tools and methodologies in the field of agricultural management and marketing. Also marketing information systems have been created and adopted in agribusiness firms to a very small extent. Management decision making is based more on sporadic information and less on systematically collected and processed data. As a result, the recommended market penetration policies lead quite often to a dead end.

The main objective of the project is to develop a knowledge based decision support system to support farmers and relevant decision makers in formulating marketing strategies and finding optimal distribution channels for novelty agricultural products (olive oil, organic products, niche market products).

The project will adopt an integrated approach to the marketing problem of agricultural products taking into account all the marketing mix variables (product, price, promotion and place). The system will suport decision makers in new product design and development, identification of potential market segments, formulation of communication strategy and in forecasting. Specifically, it will allow decision makers:

1. formulate their own communication strategies based on consumer attitudes and beliefs
2. adjust production according to the product s demand
3. select the most profitable market

Contacts

Coordinator

• Siskos YANNIS / TUC-ERGASYA Dept of Product Eng & Management / GREECE

EC Scientific Officer

• Alkimini KATSADA / European Commission DG VI Agriculture BELGIUM