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Collaborative project: Competitiveness of craft based bakeries. Subproject 1 (InnoBaecker)
Project
Project code: 281A401217
Contract period: 15.03.2019
- 14.03.2021
Budget: 75,148 Euro
Purpose of research: Applied research
Keywords: economy, production, marketing, company/ holding, competitiveness, diversified production, socio-economics, regional value addition, food processing, local supply
Even though the bakery industry faces a period of change, it is still characterized by many small and medium-sized enterprises. Simultaneously, consumer preferences change due to increasing mobility and altered habits. In times of growing competition from the food retail trade, increasing customer demands and fast-moving food trends unique selling points and innovation gain in importance especially for craft bakers. The research project is designed for acquiring new knowledge in order to enable handicraft businesses in practice to implement marketing strategies for long-lasting customer loyalty and market survival. Against this background the suitability of innovations and the necessary framework conditions for their realization are due to be examined. The primary focus of the examination is to deal with the following issues: - What is the motivation of customers to purchase their bakery products in the food retail outlets? - Is it possible to clearly determine the customers’ appreciation for handicraft production? - How is innovation currently taking place in bakeries? - Where are possible differentiation and innovation potentials for handicraft bakeries? To answer these questions, first, the actual state will be examined, both for consumers and for the craft bakeries. Then, considering the working and competitive conditions in the bakery business, practicable measures for a new positioning are expected to be proposed.
Section overview
Subjects
- Business administration
- Communication Sciences
- Agroeconomics
- Nutritional behaviour
