- Tytuł:
- Company targeting on the international market
- Autorzy:
-
Križanová, A.
Masárová, G. - Powiązania:
- https://bibliotekanauki.pl/articles/311884.pdf
- Data publikacji:
- 2013
- Wydawca:
- Instytut Naukowo-Wydawniczy "SPATIUM"
- Tematy:
-
rynek międzynarodowy
rynek docelowy
strategia marketingowa
international market
target market
marketing strategy - Opis:
- The paper describes the choice of target segment to which the company will focus in the international environment in the future. The selection criteria of rational reasons are used in certain sequences, so the entire targeting process can be divided into several levels. An important instrument by foreign target market selection is the method of selectivity analysis that is described in this paper based on the modification of the selectivity analysis by Šupín, M. This method evaluates companies based on selected criteria = evaluation criteria. The result of method isan evaluation of foreign markets under consideration as potential markets in which the company wants to enter, and then the selection of best value market. The value of each market is created as a multiplication of an importance which is attached by the evaluator to particular criteria and performance (rate of impletion of the criteria by the market). The selectivity analysis is performed on several levels, in each level other group of evaluation criteria is used and each level, respectively an evaluation level represents another step towards a real appropriate foreign market from those chosen by the company as potential target markets at the beginning. Condition of selectivity analysis performance is: - to determine the segment of foreign markets after the previous segmentation based on particular segmentation criteria, - to determine the set of evaluation criteria. The selection process can be divided according to the degree of accuracy for gross and fine selectivity analysis.
- Źródło:
-
Autobusy : technika, eksploatacja, systemy transportowe; 2013, 14, 3; 2247-2254
1509-5878
2450-7725 - Pojawia się w:
- Autobusy : technika, eksploatacja, systemy transportowe
- Dostawca treści:
- Biblioteka Nauki
Artykuł