magistrsko delo
Monika Sattler (Author), Milan Jurše (Mentor)

Abstract

Globalna pristnost podjetij je v času globalizacije neizbežna poslovna strategija za ohranjanje tržne pozicije in vzdrževanje konkurenčnega položaja podjetij. Možnosti podjetij za uspeh v tako dinamičnih okoliščinah bodo odvisne predvsem od njihove sposobnosti prepoznavanja in unovčevanja porajajočih se novih priložnosti v svetu. Po napovedih ekonomskih analitikov bodo izzivi in priložnosti v prihodnosti prihajali predvsem s hitro rastočih trgov, saj se na njih pričakuje največja gospodarska rast. Indija in Kitajska spadata med največje hitro rastoče trge na svetu, kar narekuje mednarodnim podjetjem izgrajevanje vedno večje prisotnosti na teh trgih, če si želijo ustvarjati priložnosti za dinamično poslovno rast ter ohranjati svojo globalno konkurenčnost. Mednarodni tržniki so tako soočeni z novimi izzivi tujih okolij in tudi z neštetimi novimi priložnostmi, na katere morajo odgovoriti z najprimernejšimi mednarodnimi marketinškimi strategijami. Podjetja so na hitro rastočih trgih uporabljala predvsem globalne marketinške strategije, ki jih niso vselej prilagajala posebnostim zunanjih okolij hitro rastočih trgov. Nasprotno pa je s strategijo glokalizacije podjetjem uspelo učinkovito zadovoljevati potrebe globalnega srednjega razreda na teh trgih. Z nastankom novega razreda potrošnikov, ki je številčno zelo močan, saj šteje trenutno kar 2,4 milijarde ljudi, a ima manjšo kupno moč kot globalni srednji razred, čeprav mu ta nenehno narašča na podlagi gospodarske rasti na hitro rastočih trgih, pa so se podjetja znašla pred novim izzivom. Osrednja pozornost v magistrskem delu bo tako namenjena iskanju in oblikovanju primerne ter s tem učinkovite marketinške strategije za hitro rastoča trga Indije in Kitajske. Osrednji cilj raziskovanja v teoretičnem delu magistrskega dela je proučiti vpliv globalizacije trgov na podjetja in njihovo odzivanje na novo nastale razmere, v okviru katerega izpostavimo predvsem vse intenzivnejšo internacionalizacijo podjetij. Nadalje opredelimo celoten proces upravljanja marketinga na mednarodnih trgih in njegove posebnosti na regionalnih trgih. Na podlagi teoretičnih izhodišč v empiričnem delu opredelimo zunanje okolje indijskega in kitajskega trga, kjer izpostavimo ključne izzive, priložnosti, prednosti ter slabosti na proučevanih trgih. Nadalje se posvetimo segmentaciji trgov na obeh proučevanih trgih, na podlagi katere proučimo celoten marketinški splet za izdelke na hitro rastočih trgih Indije in Kitajske. V empiričnem delu magistrskega dela proučimo marketinške pristope slovenskih in tujih podjetij v tehnološko visoko zahtevnih panogah, ki so prisotna na hitro rastočih trgih Indije in Kitajske. Izsledki izkušenj izbranih podjetij bodo lahko ustrezna osnova za oblikovanje primerne in s tem učinkovite marketinške strategije za hitro rastoča trga Indije in Kitajske. Zunanje okolje in potrebe potrošnikov na hitro rastočih trgih Indije in Kitajske se razlikujejo od zunanjega okolja ter potrošniških navad na zahodnih, razvitih trgih, kar posledično omejuje uporabnost globalnih marketinških strategij na proučevanih trgih. Specifičnosti, ki jih lahko zaznamo v njihovem zunanjem okolju in tudi v potrošniških vzorcih, narekujejo vodstvu podjetja oblikovanje novih poslovnih pristopov za te trge, mednarodnim tržnikom pa posledično oblikovanje novih, primernih ter s tem učinkovitih marketinških strategij za hitro rastoče trge.

Keywords

mednarodni trg;mednarodno trženje;hitro rastoči trgi;globalizacija;marketinški splet;strateško upravljanje;Azija;Indija;Kitajska;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [M. Sattler]
UDC: 339.54
COBISS: 12249372 Link will open in a new window
Views: 1085
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Other data

Secondary language: English
Secondary title: Model of international strategic marketing management on selected fast growing markets in Asia
Secondary abstract: The global presence of companies is in the age of globalisation an inevitable business strategy for maintaining the market and competitive position. The possibilities for success of companies in such dynamic circumstances will mostly depend on their capabilities in recognising and cashing in the emerging new opportunities in the world. According to forecasts of economic analysts the challenges and opportunities in the future will mainly derive from fast growing markets, because it is there that the greatest economic growth is foreseen. India and China are among the largest fast growing markets in the world, which requires that international companies build an intense presence in these markets, insofar they wish to create the opportunities for dynamic business growth and in order to maintain their global competitive position. International marketers are therefore faced with new challenges in new environments, as well as countless new opportunities, to which they have to respond with the most appropriate international marketing strategies. In fast growing markets companies have mainly used global marketing strategies, which they have not always adapted to the particularities of outside environments in the fast growing markets. On the contrary, by using the glocalization strategy companies were able to efficiently satisfy the needs of the global middle class in these markets. With the emergence of a new class of consumers, which is very strong in numbers, because it currently amounts to 2.4 billion people, but has a lower purchasing power than the global middle class, although the latter keeps growing based on economic growth in the fast growing markets, the companies face a completely new challenge. The central focus of my master’s thesis is therefore finding and shaping appropriate and efficient marketing strategies for the fast growing markets of India and China. The central research goal in the theoretical part of the thesis is to examine the influence of market globalisation for companies and their reaction to newly-emerged conditions, where we mostly present the greatly intensifying internationalisation of companies. Furthermore, we define the entire process of marketing management in international markets and their specialties in regional markets. Based on the theoretical starting points we define the outside environment of the Indian and Chinese market in the empirical part, where we expose the key challenges, opportunities, advantages and weaknesses in the examined markets. Further we focus on market segmentation in both examined markets based on which we examine the entire marketing mix for products in the fast growing markets of India and China. The empirical part of the master’s thesis examines the marketing approaches of Slovenian and foreign companies in technologically advanced branches, which are present in the fast growing markets of India and China. The findings of experiences of selected companies will therefore serve as an adequate foundation for designing an appropriate and efficient marketing strategy for the fast growing markets of India and China. The outside environment and consumer needs in the fast growing markets of India and China are different than the outside environment and consumer habits in Western, developed markets, which consequently limits the use of global marketing strategies in the studied markets. The specifics, which we can sense both in their outside environment and consumer patterns, require that company managements form new business approaches for these markets and consequently demand of international marketers to come up with new, appropriate and efficient marketing strategies for the fast growing markets.
Secondary keywords: market globalisation;fast growing markets;management of international marketing;fast growing markets of India and China;global marketing strategy;glocalization;marketing mix;strategy of reverse innovation;
URN: URN:SI:UM:
Type (COBISS): Master's thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: III, 110 str., 14 str. pril.
ID: 9075186