Open AccessSWOT Analysis of Sustainable Marketing Mix of Food Industry Enterprises
Author(s) -
Tomasz Trojanowski
Publication year - 2021
Publication title -
wseas transactions on environment and development
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.157
H-Index - 19
eISSN - 2224-3496
pISSN - 1790-5079
DOI - 10.37394/232015.2021.17.92
Subject(s) - swot analysis , marketing mix , business , marketing , strengths and weaknesses , marketing strategy , marketing management , sustainable development , marketing research , green marketing , sustainable value , sustainability , political science , ecology , philosophy , epistemology , law , biology
The article is a pioneering attempt to identify the strengths and weaknesses as well as opportunities and threats to the development of a sustainable marketing mix in Polish food industry enterprises. The study enriches the poor state of literature on the sustainable marketing and marketing mix. The value of research is to acquire and present new knowledge about the four elements of marketing mix in the sustainable concept. The article may support managers who want to implement the concept of sustainable marketing mix in their companies. The aim of the study is to conduct a SWOT analysis, identifying strengths, weaknesses as well as opportunities and threats to the development of a sustainable marketing mix in Polish food industry enterprises