Naslov
Situational Analysis in a Construction Company for the Sake of Marketing Strategy Selection

Autori
Lacković, Zlatko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Zbornik 22. međunarodne znanstvene konference o razvoju organizacijskih ved / - Maribor : Fakulteta za organizacijske vede Univerze v Mariboru, 2003, 532-541

ISBN
961-232133-7

Skup
Management in razvoj organizacije

Mjesto i datum
Portorož, Slovenija, 2003

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
situational analysis; construction industry; marketing strategy selection

Sažetak
The paper deals with situational analysis as a technique of connecting opportunities with strengths and weaknesses of the company for the purpose of strategic orientations. The author uses this approach and the analytical procedure in the construction industry. It is emphasized as a precondition for the adoption of long-term marketing decisions. Situational analysis includes assessment of the results achieved , scanning the environment and diagnose the strengths and weaknesses of the construction companies . Scanning the environment is based on the choices and gathering the necessary data , evaluation of data authenticity and credibility of sources . After that, the conversion of data into information and its processing is carried out. As part of the environmental scan and diagnose strengths and weaknesses of the company the author notes that the construction companies can have a stable, reactive and anticipatory attitude towards the environment ; where one of the essential parts of scanning the environment determine the objective strengths and weaknesses of the company , where they established a leading power construction company in terms of seeking new products and markets , as well as new technologies . In this sense, the proposed elements are necessary to improve production and sales methods as well as the utilization of all resources , with the goal of stability and growth companies

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA