Research Project for Pionir on
[pic] [pic]
[pic]
‘s researchers: Kemeri Andra, Misic Nenad and Ivanoski Filip
1. INTRODUCTION TO
Pionir, the Serbian company located in Subotica, the northernmost city in the country, has a 90-years long history and tradition in making high quality chocolate, candy and biscuit products. The company was established in 1917 by Ruff family but in 1946, after the political turmoil in the country, Pionir was nationalized. In 1998, during the process of privatization, the company again changed the owner in which hands it still operates today. The fact that candies like Negro and Menthol are being produced since the company’s early stages shows the quality and popularity of Pionir’s products, not just in its home country but also in the foreign states where Pionir established itself as a well-known brand. Moreover, today Pionir exports more than 50% of its total production to neighboring countries as well as to more developed countries such as USA, Canada, EU and Australia. The constant growths of the company and its sales have resulted in Pionir’s entering new markets and becoming highly competitive.
However, with emerging markets all over the world Pionir persistently seeks the opportunity to enter these profitable markets. In the next sections we will carefully analyze the three most desirable markets for Pionir’s products, which are China, United Arab Emirates and Russia.
[pic]
...