ࡱ> pro]؄bjbjgg? &b &bQ ""8,$<P/`:uuu.......$H025.uuuuu5. /m m m u.m u.m m k,h-Z˓ah,- /0P/,33 -3-xuum uuuuu5.5.uuuP/uuuu3uuuuuuuuu"P r:Andreja Katolik Kova evi, PhD College of Slavonski Brod Dr. Mile Budaka 1, 35000 Slavonski Brod, Hrvatska Phone: +385 35 492800 Fax: +385 35 492804 E-mail address:  HYPERLINK "mailto:akatolik@vusb.hr" akatolik@vusb.hr Vesna Vu emilovi, PhD Student PP Orahovica, 33515 Orahovica, Hrvatska Stjepana Mlakara 5 Phone: +385 33 638640 Fax: +385 33 673575 E-mail address:  HYPERLINK "mailto:vesna.vucemilovic@yahoo.com" vesna.vucemilovic@yahoo.com Ivona Bla~evi, PhD Student College of Slavonski Brod Dr. Mile Budaka 1, 35000 Slavonski Brod, Hrvatska Phone: +385 35 492800 Fax: +385 35 492804 E-mail address:  HYPERLINK "mailto:iblazevic@vusb.hr" iblazevic@vusb.hr MARKET SEGMENTATION FOR ROAD TRANSPORTATION SERVICES SEGMENTACIJA TR}I`TA ZA CESTOVNE TRANSPORTNE USLUGE Abstract Market segmentation is process of dividing total market on separate groups of customers having unique needs, characteristics or behavior which could demand various products or services i.e. marketing mix and is an essential part in process of creation marketing strategy. It is crucial to address marketing efforts to selected market segments regardless whether is it a consumer goods market or business market. Variables used for business market segmentation are same as for consumer goods market but few additional may be used such as purchasing approach, situational factors, operating variables and personal characteristics of the buyer. Transportation services are important part of integrated logistic activities because they connect various parts of integrated logistics and provide its effective functioning. Transportation services are specific because producer delegates a part of the distribution process on the intermediaries to achieve higher efficiency. The theoretical part deals with the conceptual definition of the market segmentation and transportation services as part of the integrated logistics. Practical part is based on research conducted in Poland on sample of 820 companies regarding their demand for road transportation services. Primary data were collected through interviews and survey and analyzed by combination of quantitative and qualitative methods such as analysis, synthesis, comparison and classification. Quantitative methods used in data analysis are standard statistical methods. Primary aim of this research is to contribute in development of market segmentation for road transportation services using appropriate number and type of variables in segmentation process. Total market was divided on segments by industry branch and each market segment was evaluated with seven variables. According to collected data road transportation services providers were able to estimate market potential of each market segment. Key words: integrated logistics, transportation services, market segmentation, marketing strategy SA}ETAK Segmentacija tr~iata je proces podjele ukupnog tr~iata na zasebne skupine kupaca koji imaju jedinstvene potrebe, karakteristike ili ponaaanje koje bi mogle zahtijevati razli ite proizvode ili usluge, tj. marketinaku kombinaciju i bitan je dio procesa stvaranja marketinake strategije. Od klju ne je va~nosti u rjeaavanju marketinakih napora na odabranim tr~ianim segmentima, bez obzira na to je li rije  o tr~iatu robe airoke potroanje ili poslovnog tr~iata. Varijable koriatene za segmentiranje poslovnog tr~iata su jednake onima na tr~iatu robe airoke potroanje, ali se mogu koristiti i neke dodatne, kao ato je pristup nabave, faktori situacije, operativne varijable i osobne karakteristike kupca. Transportne usluge va~an su dio integriranih logisti kih aktivnosti jer povezuju razli ite dijelove integrirane logistike i osiguravaju u inkovito funkcioniranje. Prijevozne usluge su specifi ne jer proizvoa  prenosi dio distribucijskog procesa na posrednike radi postizanja vee u inkovitosti. Teorijski dio bavi se konceptualnom definicijom segmentacije tr~iata i transportnih usluga kao dijela integrirane logistike. Prakti ni dio temelji se na istra~ivanjima provedenim u Poljskoj na uzorku od 820 tvrtki u vezi s njihovim zahtjevima za uslugama cestovnog prijevoza. Primarni podaci prikupljeni su kroz intervjue i ankete i analizirani kombinacijom kvantitativnih i kvalitativnih metoda kao ato su analiza, sinteza, usporedba i klasifikacija. Kvantitativne metode koriatene u analizi podataka su standardne statisti ke metode. Primarni cilj ovog istra~ivanja je doprinijeti razvoju tr~iane segmentacije usluga cestovnog prometa koristei odgovarajui broj i vrstu varijabli u procesu segmentacije. Ukupno tr~iate podijeljeno je na segmente po granama industrije, a svaki segment tr~iata ocijenjen je s sedam varijabli. Prema prikupljenim podacima, pru~atelji usluga cestovnog prijevoza mogu procijeniti tr~iani potencijal svakog tr~ianog segmenta. Klju ne rije i: Integrirana logistika, usluge prijevoza, segmentacija tr~iata, marketinaka strategija Introduction Market segmentation is process of dividing total market on separate groups of customers having unique needs, characteristics or behavior which could demand various products or services i.e. marketing mix (Kotler, at al., 2006, p.391). For consumer goods market segmentation is using basic groups of variables such as geographical, demographical, psychographic and behavioral variables (Kotler, at al., 2006, p.399). Business markets can be segmented with already stated variables but also several other variables may be used. These are operating variables such as technology, user status, customer capabilities, second is purchasing approaches meaning purchasing organization, power structure, general purchasing policies, purchasing criteria, nature of existing relationship than third are situational factors which are urgency, specific application, size of order and last are personal characteristics such as buyer-seller similarity, attitudes toward risk and loyalty (Kotler at al., 2006, p.409). Market segmentation can be a part of marketing research but also it may be one of the ways to implement companys marketing strategy. The main purpose of market segmentation is to establish possibility of homogenizing heterogeneous market in a way which will enable company to choose market segments according to selected variables for which company has interest, whose demands will be able to satisfy and achieve profits for the company (Meler, 1992, p. 112). According to Kotler there are five models for market segments selection. Single-segment concentration is the simplest because company selects only one market segment. Selective specialization considers selection of several market segments where each of them is objectively attractive and appropriate and therefore ensures diversification of companys risk. Product specialization is approach where company produces certain product for several segments. Market specialization is model in which company serves as many needs of a specific group of customers. Last model is full market coverage when company serves all market segments with all products or services (Kotler, 2001). Road transportation services market includes implicitly a set of relationships which arise from transportation services supply and demand on particular area. This market is a result of increasing needs of economy and society for road transportation services on the one hand and the development of all types of transportation (`amanovi, 1999, p.192). Business logistics consider transportation as business activity which is in a same time an element of logistic system and enables transfer of goods through logistic and distribution system (`amanovi, 1999, p.133). Transportation is an important liaison between various parts of integrated logistic elements. It enables raw materials to reach warehouses and final products to reach customers (Bloomberg at al., 2006). Road transportation is the most flexible way of transportation because it can efficiently transport diverse types of products. Due to that there is vast competition between companies which provide road transportation services. The primary focus on integrated logistics is to reduce client`s freights costs by identifying and eliminating unnecessary spending. Bloomberg at al define integrated logistic as process of defining buyers needs and desires; accumulating capital, material, people, technologies and information needed for satisfying this needs and desires; freight or service optimization through network created to meet the customer's requirements at the right time (Bloomberg at al., 2006, p.47). Market research related to transportation services demands that special attention should be taken regarding needs of economy for transportation services, competition capacities, market share of specific transportation companies and types of transportation in total transportation, specific location of production and transportation companies, transportation services costs and prices, quality of transportation services, market specifics and features which differentiates one market from another, similarities and differences between particular transportation branches. Collected data through market research are the necessary foundation for planning and forecasting of transportation services (`amanovi, 1999, p.193). 2. Problem of Research Primary aim of this research is to contribute in development of market segmentation for road transportation services using appropriate number and type of variables in segmentation process. Total market was divided on segments by industry branch and each market segment was evaluated with seven variables. According to collected data road transportation services providers were able to estimate market potential of each market segment. This process is important part of business operations on the market where road transportation services providers already have business activities and especially when entering new markets. On present market, business activity can be improved and on new markets market segmentation is essential part of marketing research before entering the market. It can provide information for adequate marketing policies and help road transportation services providers to focus on market segments with medium and high market potential. Research Focus There were several reviews of the transportation mode choice and carrier selection literature. One of them was made by Meixell and Norbis (2008) which showed that interview, simulation and case studies methodologies are under-represented in previous research. Selviaridis and Spring (2007) identified in their review of third party logistics cost, service quality, reliability, flexibility and responsiveness as basic factors for alternate providers selection. Keller (2002) emphasized importance of personnel who are in frequent contact with the external customer. There are differences between authors regarding number of selection criteria from rather limited number of variables to an extensive list. Some of frequently used variables in research are cost, loss and damage history of the carrier, reliability, reputation, quality of personnel, pricing flexibility, ability to handle special requests (Solakivi, T., Ojala, L., 2017). Methodology of Research 3.1. General Background of Research Market research was conducted to evaluate potential demand for road transportation services for different industries. Total market was first divided by industry covering eighteen different industries. In second step, each industry was researched through seven variables as market characteristics. Based on the collected data market potential for road transportation services was estimated. Research was conducted by using two methods. One was CATI method with structured questionnaire having offered answers. Same questionnaire was used for interviews with decision makers within the companies. Information used are primary data collected through personal structured interviews and CATI method. 4. Instrument and Procedures Information used in this paper are primary data collected through market research conducted in Poland on sample of 820 companies regarding their demand for road transportation services. Primary data were collected by CATI method and 34 interviews with decision makers in the companies. Themes covered by research were primarily market segmentation by industry and market characteristics by industry such as current number of shipments per month, current situation within the industry, sources of information about transportation services, decision criteria for transportation company selection, current number of suppliers for road transportation services, frequency and customer satisfaction. 5. Data analysis Collected data through interviews and survey was analyzed by combination of quantitative and qualitative methods such as analysis, synthesis, comparison and classification. Quantitative methods used in data analysis are standard statistical methods. 6. Results of Research More than half of the respondents determine current situation in their industry as very good or good, less than ten percent believe the situation is bad or very bad and less than thirty present thinks that current situation is neither good or bad. When choosing a supplier for their company, respondents primarily pay attention to the price. For majority of the respondents this is the most important criteria, especially for the companies with a small monthly volume of shipments. The reliability of the transport services providers is second important and close to reliability is punctuality. Brand familiarity is last on the scale when decision criteria for transportation services providers are considered. Among other criteria are availability of vehicles, ability to monitor shipments, flexible payment terms and the overall flexibility of the transportation services provider related to shipment canceling or address change. More than fifty percent of small and medium enterprises send packages daily, more than twenty percent several times a week, and the remaining thirty percent several times a month. The frequency of mailing is directly related to the number of shipments sent per month. Almost all companies sending more than hundred shipments per month are shipping every day. Companies sending less than twenty shipments a month send their shipments several times a month. Almost half of respondents (45%) have positive opinion about their current transport service provider and less than one third of respondents (30%) negatively evaluate their current or former transport service providers. The rest of respondents (25%) had no opinion regarding this subject. The biggest problem with current transport service provider is punctuality. The most of respondents stated that contacts with company representative and the internet are the most common sources of information about transportation services offering. Logistical magazines are not an effective communication channel with potential customers in the small and medium business sector. Results for each industry showed that market potential for clothes and footwear producers is rather low. Considerable number of respondents (90,1%) are sending less than one hundred shipments per month and competition is intense especially in segment of small and medium enterprises. Price and punctuality are the most crucial decision criteria. Furniture producers are estimated to have low market potential for small businesses and high market potential for large companies. This estimation is based on a fact that small and medium enterprises operate mostly locally and provide transportation services for themselves. Current number of shipments per month is between 21 and 1000 shipments for 73,1% respondents which is solid base for entering that market segment. That is confirmed with the fact that frequency of sending shipments is on dally basis or several times a week for 85,7% of our respondents. Respondents from segment of food producers are estimated to have medium market potential as market segment2<>pr  8 B D b d f   0 f h    ~  % E ȿ߰ȿߨߠ㠗hK#hH0JjhHUh h 5 h h h~QQh8=5hK#h 0Jjh Uh6h8= h6h6h hH hHhH h~QQh8= h|x5 h65:>rD  h  F }  hjln$a$gd8=gd gd8= fhln 9Gfj45JKL¶쮣zzzrj`YQMh8=hh8=6 hh8=hh8=56hh8=5h6h8=6 h66h6h66 h\6h\h\6h~QQh8=56;CJaJh`^h8=56;h`^h8=5h~QQhCp5CJaJh h 5CJaJhCp5CJaJh8=5CJaJh6h65CJaJh~QQh8=5 h8=5 h~QQh  5KLM $V'X'$(&(((*(D(F($a$gd-;$ & F e0`0a$gdN $ a$gd-;gd6gd8=$a$gd $a$gdCpgdH$a$gd8=$a$gd6LVlHt&&T'V'X'v'x'z'"($(&(((*(D(:>D>l>BBCFFFFFFIIԿԚ|w||w|wo|ghNhN5hNh-;5 hN5h-;h-;h-;5 h-;5 h8=5h8=B*phh hAH6mHsHh hAH56mHsHh h8=mHsHh hCp6mHsHh 6mHsHh h 6mHsHh h 6 hCp56hCphCp56 h\56(F(*--.13i8K:6>8>:>l>n>@BBBBC CDFF$ & F e^`a$gdN $ ea$gdN$a$gd-;FFFFFIIIIILLLLLMMMMMNORSU $ ea$gdN$a$gd-;$ & F e^`a$gdNIIzJJLLLMMMNNOO RRSSYlpqqqrrrr%t*t4t5tnuouixjxyyyyz6zHzJzLzzzzzzz{{||||1|2|`|b|m|u|v|w||||||||||}hNh-;56h.hNhN56 hN56 h-;5 hN5UhNhN5hNh-;hNh-;5JUWMY4opppppqqqrr$t%t5t6toujxyyyyyyz$a$gdN $ ea$gdN$a$gd-;. Demand for road transportation services in that segment is rather different for each company due to a fact that vast number of respondents have their own means of transportation. If we combine that with the fact that reliability is stated as the weightiest decision criteria for 42,9% of our respondents, then is organization which is based on own transportation rather expected. Nevertheless, current number of shipments is not that large because largest group of respondents (35%) is sending between 21 and 100 shipments per month. There is rather great deal of respondents which are not satisfied with current supplier of road transportation services because of problems such as delays, lost shipments and damaged goods. Only 30% of respondents are satisfied with current supplier of road transportation services. E commerce is market segment with high potential for road transportation services. Price and reliability are two decision criteria pointed out as the most important by our respondents. Frequency of shipments is very high, 100% of our respondents is sending shipments daily or several times a week. Only 35% respondents are satisfied with current supplier of road transportation services. The main problems are delays, damaged goods and lost shipments. 7. Discussion There is numerous research regarding market segmentation for road transportation services with different number of variables for selection criteria. We selected rather small number of variables in our research and combined quantitative and qualitative methodology. Results showed that cost is the most important selection criteria and reliability second. Sources of information about transportation services are mostly internet and contacts with company representative. Therefore, special attention should be given to selection and education of personnel. Our research estimated market potential for several industries in category of small, medium and high market potential. We recommend further research of this topic by using interview as methodology in combination with case study. 8. Conclusion Road transportation services are important part of integrated logistic. In process of strategic management of transportation services companies must answer on several questions. If they decide to delegate transportation on the intermediaries to achieve higher efficiency they expect to achieve certain benefits. On the other hand, providers of transportation services when entering new markets must be aware of customers expectations. To evaluate market potential, they should carry out market segmentation based on selected variables. In our research, we used as variables current number of shipments per month, current situation within the industry, sources of information about transportation services, decision criteria for transportation company selection, current number of suppliers for road transportation services, frequency and customer satisfaction. Based on collected data each market segment was evaluated, and market potential was estimated as low, medium and high. In that process, several industries were pointed out as market segments with high potential. Through market segmentation transportation services providers may focus on market segments with high potential and try to avoid mistakes made by their competitors. It is important to point out that competition between transportation services providers is strong and market segmentation is one of the ways to enter new markets in a successful way. REFERENCES Bloomberg, J. D., LeMay, S., Hanna, B.J. (2006): Logistika, Zagreba ka akola ekonomije i managementa, MATE, Zagreb Keller, S. B. (2002): Internal relationship marketing: a key to enhanced supply chain relationships, International Journal of Physical Distribution & Logistics Management, 32(8), pp. 649-668. Kotler, P. (2001): Analysis, planning, implementation and control, Mate d.o.o., Zagreb Kotler, P., Wong, V., Saunders, J., Armstrong, G. (2006): Principles of Marketing, Mate d.o.o., Zagreb Meixell, M.J., Norbis, M. (2008): A review of the transportation mode choice and carrier selection literature, The International Journal of Logistics Management 19 (2), pp. 183-211. Meler, M. (1992): Marketing komuniciranje, Ekonomski fakultet u Osijeku, Osijek Selviaridis, K., Spring, M. (2007): Third party logistics: a literature review and research agenda, The International Journal of Logistics Management, 18(1), pp. 125-150. Solakivi, T., Ojala, L. 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