Marketing istraživanje tržišta čokolade u Makedoniji
Marketing Research of the Chocolate Market in Macedonia
Apstrakt
Tržište potrošnih dobara u Makedoniji, a posebno tržište čokolade, preuzeto je od strane brojnih stranih brendova. Domaće kompanije, bez obzira na svoju veličinu, gube tržišno učešće u odnosu na konkurente sa jačim strategijama. Ovaj rad ukazuje na postojeće slabosti aktuelnih strategija domaćih kompanija putem studije slučaja 2 najveća proizvođača konditorskih proizvoda u Makedoniji, s jedne strane, i otkriva ponašanje potrošača i njihove preferencije na tržištu potrošnih dobara i čokolade putem marketing istraživanja i analize namernog uzorka od 300 potrošača, s druge strane. Primenjene su istraživačke tehnike za potrebe istraživanja ponašanja potrošača u vidu upitnika i dubinskih intervjua sa menadžerima kompanija. Analiza jasno pokazuje da adekvatnim marketing istraživanjima, npr. implementacijom modela i tehnika istraživanja tržišta, baza za konkurentnu i uspešnu marketing strategiju može biti kreirana, ne samo od strane velikih korporacija, već isto tako i od strane pojedinaca / vlasnika malih i srednjih preduzeća.
Abstract
The consumer market in Macedonia and the chocolate market in particular, are overtaken from many foreign brands. The domestic companies, disregarding their size, are losing market share to the competitors with stronger strategies. This paper shows the existing weaknesses in the current strategies of the domestic companies through case study of the 2 largest confectionery producers in Macedonia on one side, and discovers the consumer behaviour and preferences toward FMCG and chocolate through market research and analysis of a purposive statistical sample of 300 consumers on the other. The applied research techniques for the need of the consumer research were questionnaires and indepth interviews with the firms’ managers. The analysis clearly indicates that with the adequate market research, i.e. implementation of the market research models and techniques a basis for competitive and successful marketing strategy can be created, not only by large corporations, but by individuals/owners of small and medium sized companies as well.
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