MARKET FACTORS FOR BEEKEEPING DEVELOPMENT

Agriculture is the initial and most important link in the marketing chain of food production. Agricultural marketing refers to raw materials produced on farms and sold to food processing enterprises, and partly in fresh form, delivered to consumers, both through direct sales and through the use of intermediaries (retail or wholesale). At the same time, the marketing of agricultural products shows significant delays, which creates major problems compared to the marketing of other agribusiness sectors. The aim of the article is to analyze the influence of strategic marketing activities on the market power of beekeeping farms in Bulgaria. As a result of the statistical analysis, it was found that the market power of beekeeping farms is determined by the size of assets, equity, and the implementation of strategic marketing activities.