Naslov
Rizici neuravnoteženoga razvoja elemenata marketinškog spleta – poslovni slučaj stečaj tvrtke Wonder Trade

Autori
Šerić Neven ; Petričević Duje

Izvornik
Review for law and economics, Law faculty of Mostar, University in Mostar (1512-6706) Godina X (2009), 1-2; 10-17

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

Ključne riječi
Prodaja na malo; logistika; model; lider; bankrot
(retail sale; logistic; model; leader; bankruptcy)

Sažetak
During the period between 1994 – 1997, Wonder Trade was just wholesaler of photo and video stuff, and equipment. Targeted market segment (customers) were small photo shops. Two years later Wonder Trade has started establishing a chain of specialized shops. Often, the offer of such things on the local market was different than wishes of potential customers. It was usually the result of the poor logistic. Market investigation of the local market had showed that this is a market of customers with expert knowledge. Risk of the lost of potential customers, so as augmentation of market's deal, may be successfully treats by exact model of the supply chain management. But for Wonder Trade logistic was not an important thing. The company has established just a model of stock’s control. It has ensured the control of economic curtains, continuity offer of must wanted products. Anyway, Wonder Trade has been developed in a strong local leader specialist in branch of photo and video stuffs. Established model of stock’s control was built on the investigation of the local market, by Rule 80:20. There were so many new bases of the information. The risk of the concourse of the goods on storage, bond for continuity shows of perfect goods on the market for the same or lower price on acceptable level. In the same time is happening expanding of suppliers, following extant, established under the model of controlling supply chain. At the beginning of the 3.th millennium there was a growth of the number of shopping centers around town of Split. During the year of 2006, without an exact model of the supply chain management, it started some serious problems in business for Wonder Trade. It accumulates by the end of the 2007. Wonder Trade goes to bankruptcy during 2008. Work aim is imply the meaning for business of the exact logistical model. Without it, there is a real risk for a bankruptcy, even other elements of marketing mix are well defined.

Izvorni jezik
Hrvatski

Znanstvena područja
Ekonomija

POVEZANOST RADA