Naslov
Strategy of market development with special reference to the entrance of the Podravka company on the Ukrainian market

Autori
Martinović, Maja ; Mušura, Andrijana

Izvornik
Zbornik znanstvenih radova "Problemi tržišne transformacije gospodarstva", Harkiv, Ukrajina 9, 33-61

Vrsta, podvrsta
Ostale vrste radova, ostali članci/prilozi

Godina
2005

Ključne riječi
marketing strategy ; development of the company ; Croatian food-processing industry

Sažetak
Podravka is among the companies that have exceeded the national framework owing to their production capacities and the ability and ambition of their managers and they look for opportunities for further success on foreign markets. In this article we will look at Podravka through the perspective of Ansoff’s Matrix of Growth (market development, market penetration, market diversification development of new products), a particularly useful strategic approach when it comes to choosing the strategy of market development with the purpose of better possibilities of investing the company’s assets. Podravka, the largest Croatian food-processing company with its headquarters in the region of South-Eastern, Central, and Eastern Europe, built up the company’s long-term success applying the diversified growth strategy.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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