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To create a concept of the marketing strategy, it is necessary to analyse the factors affecting the purchasing decisions of consumers. For the variables: production, import, export, and manufacturer's price we examine their impact on the marketing of poultry meat in the EU-28 in 2009 and 2011. Countries are grouped into clusters, their properties are analysed in relation to the mentioned variables. With multiple regression analysis, we find that there is a statistical correlation between high production and depending on the variable, and between the imports and exports as the independent variables. Based on the analysed data in the researched countries, we conclude that the qualitative development of the production of poultry meat required implementing sophisticated agricultural policy with low inputs prices and exploit all available spare resources.

DEVELOPING MARKETING STRATEGY OF POULTRY MEAT SUPPLY IN EU- 28 COUNTRIES: MULTIVARIATE ANALYSIS APPROACH