Naslov
Modelling of marketing strategies for the single markets vs marketing strategy for the global market case study mobiExplore

Autori
Šerić, Neven ; Maljić, Vinko ; Perišić, Mate

Izvornik
Perspectives of innovations, economics & business (1804-0527) 4 (2010), 1; 63-65

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, prethodno priopćenje, znanstveni

Ključne riječi
Marketing ; Strategies ; Product ; Tourism ; mobiExplore

Sažetak
A successful treating of a single, national, market through new challenges of marketing management is far different than treating of the global market. In this paper a review is showing the research of the case study of Gideon Multimedia, IT Co from Croatia. Its main product is mobiExplore, commercial guide platform for mobile phones. mobiExplore application could be adapted to different business aria, could be global’s one, and national’s - for different countries. On the mobile advertising area, predictions vary depend of the country. Because of different dynamic of the growth of national mobile markets even the global marketing strategy for the mobiExplore applications needs to be adapted to each national case. Conservative solutions are better for some markets, and for some other markets better are non conservative ones. Establishing of the national strategy needs to be adapted through market research of the local market. For the needs of commercialization of global mobiExplore issues that are primary not in function and promotion of a certain country, the bottom-up way of forming the strategy is being practiced. Tactics and operational tactical programs eventually form the exact strategy for the global level. Gideon's marketing strategy seeks to build on the company's previous experience and strengths, and to adapt to its current weaknesses. Playing up to Gideon's strengths and experience is one of the reasons that primary sales focus in the UK market is on customized mobiExplore editions, heavily utilizing its partnership with Visit Britain to promote customized editions for the local and regional tourism organizations in the UK. mobiExplore UK has commercialization and marketing strategy of products defined according to the policy of managing in tourism same as it conducts Visit Britain. That successful treating of a single market through marketing management is far different than usual treating of the global market for the same IT product.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA