Knowledge Management in the Marketing Mix of Small Food Businesses

Abstract

The types of industries are more or less lucrative for expansion in national even international markets. Regardless of whether a decision is made for expansion it is part of the globalization and internationalization that affects all businesses [1]. New markets are often geographically distant, and therefore businesses (especially small), enter them carefully and only rarely [2]. Even in the food penetrating the international markets is not easy. The starting point for the analysis of Company Frozen Feedstock was to search the situation and propose the measures and steps for enterprise in order to be sustainable and able to expand. We collected data for a period over five years. The goal of contribution is to make proposals on increased investment in marketing mix, changes in hiring and training sales representatives and suppliers of raw materials based on the findings of knowledge management.