Naslov
MARKETING STRATEGIES FOR THE NEEDS OF ACCESSION TO THE EUROPEAN UNION: THE CASE OF CROATIAN ICT DISTRIBUTORS

Autori
Plantić Tadić, Diana ; Boroš, Branimir ; Šuput, Branka

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

Izvornik
Conference Proceedings - Economic and Social Development / Filipović, Davor ; Goltnik Urnaut, Anita - Varaždin : VADEA, 2013, 1200-1208

Skup
2nd International Scientific Conference on Economic and Social Development

Mjesto i datum
Pariz, Francuska, 04.04.2013. - 05.04.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
distributive retail, European Union, ICT, marketing strategy

Sažetak
This paper focuses on the adjustment of marketing strategies of Croatian ICT (Information and Communication Technologies) distributors in the process of accession to the European Union. This process has brought about doubts and fear of the unknown. Moreover, the attitudes and opinions in the society are greatly polarised. This paper researches the impact of the deregulation process and the simplification of business processes of foreign ICT distribution companies in the Republic of Croatia. National ICT distributors have planned marketing strategies, which need to be implemented due to the forthcoming changes and with the aim of increasing or maintaining their competitive position. Every company must find its own path in the newly formed circumstances, recognise advantages and emphasize them. The correct perception of the complexity of marketing, the comprehension of the marketing mix elements and their interrelationship can help increase competitiveness of national ICT distributors. This paper also comprises a short overview of the theoretical framework of marketing strategies and puts the topic in context. For the purpose of this paper an online survey is carried out and a questionnaire is sent to 230 electronic addresses. The segment of the observed sector comprises 521 companies (according to International Data Corporation, market research and analysis firm specialized in information technology, telecommunications and consumer technology), and 51 companies take part in the survey, which accounts for 9.79% of the overall target segment of the sector. It should be noted that the total of 521 companies includes foreign companies as well, i.e. companies with capital of foreign origin but they have not been included in the final sample of 51 companies. Research and analysis of data obtained through the survey point towards certain conclusions about business practices of ICT distribution companies, the problems they encounter, their strengths, advantages and ways of adjusting the marketing mix elements as the main guidelines of the adjusted marketing strategies. It is believed that the market and distribution channels are threatened by the increase of foreign competition and market deregulation in the Republic of Croatia.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA