Izgrajevanje tržne pozicije na mednarodnih trgih kot dimenzija učinkovite strateške zasnove mednarodnega marketinga

Abstract

Prispevek obravnava proces sistematičnega razvoja in tržne pozicije podjetja na mednarodnih trgih. Na osnovi analize trženjskih problemov slovenskih podjetij v fazi tranzicije in tendenc v mednarodnem poslovnem okolju je izoblikovan koncept starteškega menedžmenta tržne pozicije podjetja na mednarodnih trgih. Podrobneje je prikazan proces strateške analize, na kateri sta nato zasnovana načrtovanje razvoja tržne pozicije na novih tujih trgih in proces krepitve tržne pozicije na obstoječih tujih trgih. Proces je obravnavan v okviru starteškega menedžmenta mednarodnega marketinga, zato je dodana še zasnova starteškega nadzora tržne pozicije na mednarodnih trgih.

Keywords

ekonomija;trženje;gospodarstvo;mednarodno trženje;trg;mednarodni trg;strateški menedžment;analiza;

Data

Language:	Slovenian
Year of publishing:	1998
Typology:	1.01 - Original Scientific Article
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	Marketing magazin
UDC:	339.97
COBISS:	3874844
ISSN:	1408-1652
Parent publication:	Akademija MM
Views:	1025
Downloads:	48
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Market position development in international markets as part an effective international marketing strategic management process
Secondary abstract:	In paper the systematic market position of a company in international markets is discussed. On the basis of the analysis of marketing problems of Slovenian companies in the transition process and recent developments in international business environment the paper outlines a strategic management concept of market position in international markets. First, the processes of strategic analysis is discused, followed by the examination of planning process of market position development in new target markets, the market position extension and strengthening in present markets. This process is outlined as part of the international strategic marketing management process, therefore the concept of strategic control of market position in international markets is added.
Secondary keywords:	economics;marketing;economy;international marketing;market;international market;strategic management;analysis;
URN:	URN:NBN:SI
Type (COBISS):	Not categorized
Pages:	str. 21-33
Volume:	ǂLet. ǂ2
Issue:	ǂšt. ǂ2
Chronology:	marec 1998
ID:	1750770