文章基本信息

标题：Adaptacija ponude na lokalnom tržištu – Studija slučaja Terranova Srbija
其他标题：Offer Alternation at Local Market – Case Study Terranova Serbia
本地全文：下载
作者：Aleksandar Jovanović ; Marko Mihić i ; Vesna Damnjanović 等
期刊名称：Marketing (Beograd. 1991)
印刷版ISSN：0354-3471
电子版ISSN：2334-8364
出版年度：2013
卷号：44
期号：2
页码：173-183
DOI：10.5937/markt1302173J
语种：Serbian
出版社：Srpsko udruženje za marketing
摘要：U današnjim organizacijama kao primarna aktivnost i cilj nameće se praćenje potreba potrošača i adekvatan odgovor na njih,kako bise ostvarila značajna prednost u odnosu na konkurenciju,u smislu porasta profita i povećanog tržišnog učešća.U tom smislu,može se konstatovati da se adaptacija ponude potrebama potrošača pokazuje kao veoma značajna komponenta povećanja konkurentnosti i ukupnih poslovnih performansi.Kroz aktivnosti adaptacije ponude vidise briga o potrebama potrošača,kao i efikasnost kruženja informacija između lokalnih prodavaca kojisu u direktnom kontaktu sa potrošačima,iviših nivoa menadžmenta koji donosi odluke.U radu se analizira adaptacija ponude na lokalnom tržištu na primeru kompanije TEDDY S.p.A.na tržištu Srbije.Identifikuje se značaj i uloga projektnog menadžmenta u definisanju ponude u organizaciji,i analizira se doprinos projektnog menadžmenta adaptaciji ponude.Kroz odabranu studiju slučaja prikazuje se proces kreiranja nove ponude u skladu sa karakteristikama lokalnog tržišta i uticaj na rast profitabilnosti.Prikazuje se i uloga adaptacije ponude u kreiranju pozicije organizacije na tržištu i neophodnostisprovođenja takvog projekta u vremenu izraženih razlika u potrebama potrošača na različitim lokalnim tržištima.
其他摘要：Primary goal of the contemporary companies imposes monitoring of customer needs and appropriate responses to them,in order to achieve a significant competitive advantage in terms of profit growth and increased market share.In this sense,it can be concluded that the adaptation of supply accordingly to consumer needs presents a very significant component of increased competitiveness and overall business performance.This is achieved through adjustment of offered goods,by taking care of the consumers’ needs and the efficient circulation of information from local vendors who are in direct contact with customers and senior decision making management levels.In this paper,authors analyze offer adjustment to the local market on the example of TEDDY S.p.A.,at Serbian market,identify importance and role of project management in defining what the organization offers,and analyze project management of offer adjustment.Through selected case study,example of process of defining new company offer in accordance with the characteristics of the local market is presented as well as its impact on profitability growth.Furthermore,the role of offer adjustment in creating the market position of the organization is presented as well as the necessity of implementing such a project in time of expressed differences in the needs of consumers in different local markets.
关键词：U današnjim organizacijama kao primarna aktivnost i cilj nameće se praćenje potreba potrošača i adekvatan odgovor na njih,kako bise ostvarila značajna prednost u odnosu na konkurenciju,u smislu porasta profita i povećanog tržišnog učešća.U tom smislu,može se konstatovati da se adaptacija ponude potrebama potrošača pokazuje kao veoma značajna komponenta povećanja konkurentnosti i ukupnih poslovnih performansi.Kroz aktivnosti adaptacije ponude vidise briga o potrebama potrošača,kao i efikasnost kruženja informacija između lokalnih prodavaca kojisu u direktnom kontaktu sa potrošačima,iviših nivoa menadžmenta koji donosi odluke.U radu se analizira adaptacija ponude na lokalnom tržištu na primeru kompanije TEDDY S.p.A.na tržištu Srbije.Identifikuje se značaj i uloga projektnog menadžmenta u definisanju ponude u organizaciji,i analizira se doprinos projektnog menadžmenta adaptaciji ponude.Kroz odabranu studiju slučaja prikazuje se proces kreiranja nove ponude u skladu sa karakteristikama lokalnog tržišta i uticaj na rast profitabilnosti.Prikazuje se i uloga adaptacije ponude u kreiranju pozicije organizacije na tržištu i neophodnostisprovođenja takvog projekta u vremenu izraženih razlika u potrebama potrošača na različitim lokalnim tržištima.
其他关键词：Primary goal of the contemporary companies imposes monitoring of customer needs and appropriate responses to them,in order to achieve a significant competitive advantage in terms of profit growth and increased market share.In this sense,it can be concluded that the adaptation of supply accordingly to consumer needs presents a very significant component of increased competitiveness and overall business performance.This is achieved through adjustment of offered goods,by taking care of the consumers’ needs and the efficient circulation of information from local vendors who are in direct contact with customers and senior decision making management levels.In this paper,authors analyze offer adjustment to the local market on the example of TEDDY S.p.A.,at Serbian market,identify importance and role of project management in defining what the organization offers,and analyze project management of offer adjustment.Through selected case study,example of process of defining new company offer in accordance with the characteristics of the local market is presented as well as its impact on profitability growth.Furthermore,the role of offer adjustment in creating the market position of the organization is presented as well as the necessity of implementing such a project in time of expressed differences in the needs of consumers in different local markets.