MARKETING AND INNOVATIONS IN CHEMICAL AGRI-INDUSTRY THROUGH THE SWOT AND PEST ANALYSIS

This paper is dedicated to the reflection of innovations in the mirror of marketing. The best way to do so is to consider specific product, company or market. The production of mineral fertilizers is one of the most important branches in the chemical industry. The potash market is exceptional in characteristics, which make it an interesting object for marketing analysis with emphasis on innovations. The comparative marketing analysis of main potash producers has been performed in order to delineate the best potash supplier for EU market. SWOT and PEST analysis as well as Porter's five competitive forces model were used. It has very important economic advantages aroused from Canadian tax sys…