Analysis of competition and concentration in the confectionery products market in Serbia

Dragan Loncar, Vesna Rajicic
2011 Ekonomika preduzeca  
6DaeHWDN Konditorski proizvodi čine značajan deo potrošačke korpe, što ih čini strategijski važnim segmentom potrošačkog standarda u Srbiji. Odatle sledi i interesovanje autora za domen tržišne koncentracije i antimonopolske regulacije ove grane. Cilj ovog rada je da prikaže stanje i aktuelne trendove na tržištu konditorskih proizvoda, definiše metodološki okvir i sprovede analizu konkurencije i tržišne koncentracije. Metodologija analize je usklađena sa antimonopolskom praksom Evropske
more » ... om Evropske komisije, odnosno njenim rešenim reprezentativnim regulatornim slučajevima kao i fundamentalnim naučnim doprinosima iz ove oblasti. Podrazumeva se da su autori vodili računa da analiza takođe bude usklađena sa regulatornim okvirom zaštite konkurencije u Srbiji. Pravilno definisanje relevantnog tržišta nameće se kao ključno pitanje prilikom sprovođenja regulatorne procedure, što dominantno određuje ne samo tok, već i konačni ishod regulacije. Istraživanje je sprovedeno na bazi podataka iz relevantnih izvora za 2010. godinu i prikazuje uslove i intenzitet konkurencije i koncentracije na tržištu kondistorskih proizvoda u toj godini. Izračunata merila koncentracije ukazuju da je tržište konditorskih proizvoda Srbije nisko do umereno koncentrisano. .OMXĉQH UHĉL NRQGLWRUVNL SURL]YRGL UHOHYDQWQR WUaeLäWH WUaeLäQD NRQFHQWUDFLMD 6UELMD $EVWUDFW Confectionery products make up a significant part of the consumer basket, which makes them a strategically important segment of the consumer standard in Serbia. Hence the authors' interest in the domains of market concentration and antitrust regulation of this industry. The aim of this paper is to present the current status and trends in the confectionery products market, to define the methodological framework and to perform an analysis of competition and market concentration. The methodology of the analysis is consistent with the antitrust practice of the European Commission, i.e. its resolved representative regulatory disputes as well as with its fundamental scientific contributions in this area. It is understood that the authors were also careful that the analysis is consistent with the regulatory framework for protection of competition in Serbia. Proper definition of the relevant market arises as the key issue in implementing the regulatory procedure, which predominantly determines not only the course, but also the final outcome of the regulation. The survey was conducted based on the data from relevant sources for 2010 and shows the conditions and the intensity of competition and concentration in the confectionery products market for the stated year. The calculated concentration ratios indicate that Serbian confectionary market is relatively unconcentrated to moderately concentrated.
doi:10.5937/ekopre1108367l fatcat:f5sqxq4slzhcxiau5xlomndzh4