Naslov
The model of utilising the market research and CRM potential in the function of production management in the baking industry

Autori
Dukić, Branimir ; Dukić, Stojanka ; Dugandžić, Sanja

Izvornik
Technologica acta (1840-0426) 9 (2016), 1; 77-87

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

Ključne riječi
Market research; marketing; relationship marketing; CRM; model

Sažetak
In the 20th century, when the industrial age was reaching its peak, production of many products was based on little or no knowledge about consumer needs. Product volume, type and quality in such production conditions were primarily defined by production potential. As a result, product surpluses, which could not or would not be absorbed by the market, were often generated. Such surpluses in the baking industry are quite common in the Republic of Croatia even today. The growth of competition and the growth of product transparency in the market have led to a global decrease in the margin. This has resulted in the necessity of finding the ways of learning about consumer needs in order to optimise production and reduce product surpluses, thus making production more economically feasible. The potentials offered by the concept of market research and the concept of customer relationship management play a great role in this process. Being an integral part of marketing, these two concepts should be integrated as a model into a management concept for the bakery production to make production of bakery products more economically feasible, i.e. to ensure survival of large non-flexible production systems in the baking industry in particular. Namely, small production systems in the baking industry are very flexible, whereas large systems are facing greater challenges in their efforts to adapt to modern ways of doing business. Therefore, the key element of survival of large systems in modern production conditions is to find a solution to the problem of management information that will ensure production optimisation.

Izvorni jezik
Engleski

Znanstvena područja
Prehrambena tehnologija, Ekonomija, Informacijske i komunikacijske znanosti

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