Analiza a horticulturii din România

ABSTRACT

The student Alexandru Paul Iacob, on behalf of Fair Trade Management Company, was commissioned by Van Hall Larenstein University of Applied Sciences to carry out a cluster analysis of the Romanian Horticultural Market, for the benefit of Dutch companies and organizations with a strategic interest in accessing this market.

Fair Trade Management is a Romanian company that specializes in consultancy and management solutions for potential investors in Romanian agriculture. Based in Timisoara, Fair Trade Management deals with supporting foreign investors interested in or with activities in agriculture in identifying potential opportunities in Romania and complying with the local legal requirements.

The aim of this research is to present a holistic analysis of the Romanian horticultural sector in order to offer a better understanding of the potential this market may present. The comprehensive report is developed through both desk research and field research, including discussions with local participants (suppliers, producers, importers, wholesalers, retailers, logistics operators), relevant organizations (authorities, associations), and individuals (consumers, experts) involved in different processes included in this cluster.

The result of this study intends to offer a clear insight of different aspects of the Romanian horticultural industry. The information that is made available thru this research project is intended to identify and present Dutch enterprises the opportunities and potential of development that they can develop to strengthen their positions in the Romanian horticultural market.

The report also answers the research questions, which are created from the external participants’ point of interest, and offers in-depth knowledge of the horticultural sector for capitalizing on development opportunities in this market. In the first part of the report, Dutch companies get a better understanding of the structure of the Romanian horticultural market, including a description of the sector, production characteristics, key participants, risks and opportunities.

The second part of the report focuses on opportunities for the Dutch horticultural companies that are interested to invest in Romanian horticulture. The analysis of the horticultural cluster in Romania, based on the 7-Gap model is conducted taking into consideration all participants in the sector and the relationships develop due to the interactions between them.

The analysis is meant to discover possibilities for market entry and business development that aims to indicate the way that Dutch companies may prove successful in their attempt to enter and compete in the Romanian horticultural market.

The main focus of the report is to answer the research questions that arose in the research and provide practical considerations that indicate a basis in initiating business relationships with key local player.

The main outcome of this research consists of a comprehensive report regarding the real business potential of Romanian horticulture and how can Dutch companies invest in this field of agriculture in the future. Based on the present research we can state that the Romanian horticulture sector has all the ingredients to develop with a proper capital infusion and by upgrading the technology used.

The main outcome of this research is an important instrument for Fair Trade Management in developing a future strategy in order to guide and support Dutch companies that manifest interest in operating in the Romanian horticultural sector.

INTRODUCTION

THE ASSIGNMENT

The actual assignment for this research consists of a cluster analysis based on the horticultural sector in Romania to identify the potential market for foreign investors. This analysis will serve as a starting point for Fair Trade Management in creating a consultancy and management guide for future potential investors in the Romanian horticulture sector. The main assignment of this research is a part of a larger NL-RO international project that is to be developed in the near future. Identifying all the actors involved in the horticulture cluster will allow a better understanding of the specifics of Romanian environment in this sector, from business potential to innovation and educational needs and to legal aspects that need to be taken into consideration.

The general objective of the NL-RO international project is to develop a learning network (LivingLab) based on questions initiated by Dutch companies. This project will be done in close cooperation with the NL governmental bodies, which participate in promotion, matchmaking and other activities aiming at linking the NL horticultural sector in education and private companies in the Balkan countries. Another objective in this second part of the thesis project is to involve students in HIN-SEE activities with the aim to motivate and encourage them to prepare for a professional future career in horticulture. Lastly, the project is meant to enhance entrepreneurship and market-orientation in horticultural education in collaboration with practice, as a leading element in HIN-SEE activities.

As a part of this project is focused on developing the cluster’s market position, there is a dire need for a cluster analysis to map potential opportunities (Figure 1).

The findings from this analysis will lead to a further detailed market research aimed to improving the professional relationship between Romania and the Netherlands.