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Pregled bibliografske jedinice broj: 559669

Designing marketing strategy using the five competitive forces model by Michael Porter – case of small bakery in Croatia


Renko, Nataša; Šustić, Ivona; Butigan, Ružica
Designing marketing strategy using the five competitive forces model by Michael Porter – case of small bakery in Croatia // International journal of management cases, 13 (2011), 3; 376-385 (podatak o recenziji nije dostupan, članak, znanstveni)


Naslov
Designing marketing strategy using the five competitive forces model by Michael Porter – case of small bakery in Croatia

Autori
Renko, Nataša ; Šustić, Ivona ; Butigan, Ružica

Izvornik
International journal of management cases (1741-6264) 13 (2011), 3; 376-385

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Small Business ; Bakery Industry ; Competitive advantage ; Marketing strategy ; The five competitive forces by M. E. Porter.

Sažetak
Development of marketing strategy of the company has to be based primarily on the results of the analysis of industrial structure. The best known framework for analysis and the analysis of structural features of industries – Five competitive forces model by Michael E. Porter, was used in this paper aiming at designing marketing strategies and the development of sustainable competitive advantage for one Croatian small bakery concerning the influence of five forces on the whole industry. The interpretation of the findings enabled owner of analyzed subject: to determine the attraction of bakery industry, to measure perceptions of the strength of competitive forces, to identify the existing competitive advantages and key success factors in the further development, to formulate appropriate marketing strategies and to predict future movements in the bakery industry. Although Porter's model is a simplified picture of the forces that affect the profitability of certain industries, results of this paper have undoubtedly shown that Porter's model is valuable even in the small business sector. Taking into account the contemporary dynamics and unpredictability of the turbulent market conditions, the model will surely continue to be one of the main tools in strategic analysis of different industries, but also the specific business entities, regardless of their size.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Projekt / tema
067-0672345-2286 - Marketinški sustav konkurentske prednosti ponude ekoloških proizvoda u RH (Sanda Renko, )

Ustanove
Ekonomski fakultet, Zagreb

Uključenost u ostale bibliografske baze podataka:


  • Cabell Publishing
  • EBSCO