Implementation of Marketing Strategy - Factor of Competitive Adventage
Implementacija marketing strategije – Faktor konkurentske prednosti
Abstract
Primary objective of the company is to reach the business success. Competitors have the same objective. Only the companies that really meet the consumer’s needs and demands survive in the competitive struggle. The company who succeds in it, has the possibility to achieve the competitive advantage as well. The company has to have the adequate marketing strategy in order to fulfill the marketing objectives and achieve the competitive advantage. The marketing strategy should be flexible and properly implemented to fulfill the expected results. The best solution is developing the credible strategies. Researching of the strategic marketing literature, the authors have noted down that the greater attention is given to the formulation than the implementation of the marketing strategy. In this text, focus is on the research of the marketing strategy implementation as a significant factor of the competitive advantage. The traditional concept of the marketing strategy implementation is taken into consideration first, as well as the risks the enterprise is facing with in that case. Thereafter, the testing and developing of the credible marketing strategy is represented, as well as the problems the enterprise is facing with in the implementation. Finally, the executive skills and control are analized as important factors of the successful implementation of the marketing strategy.
Apstrakt
Osnovni cilj preduzeća je ostvarivanje uspeha u poslovanju. Isti cilj imaju i konkurenti. U konkurentskoj borbi opstaju samo preduzeća koja zadovoljavaju potrebe i zahteve potrošača na pravi način. Preduzeće koje je uspešno u tome, u mogućnosti je da ostvari i konkurentsku prednost. Da bi se postigli marketing ciljevi i ostvarila konkurentska prednost, preduslov je da marketing strategija bude adekvatno formulisana. Neophodno je da ta strategija bude fleksibilna i da se implementira na pravi način kako bi se ostvarili željeni rezultati. Najbolje rešenje je razvijanje kredibilnih strategija. Izučavajući literaturu iz oblasti strategijskog marketinga, autori su uočili da je veća pažnja posvećena formulisanju nad implementacijom marketing strategije. U ovom radu, fokus je na istraživanju implementacije marketing strategije kao bitnom faktoru konkurentske prednosti. Najpre se razmatra tradicionalno shvatanje implementacije marketing strategije, kao i opasnosti sa kojima se suočava preduzeće u tom slučaju. Zatim je prikazano testiranje i razvijanje kredibilne marketing strategije, kao i problemi sa kojima se suočava preduzeće u implementaciji. Na kraju se analiziraju izvršne veštine i kontrola kao bitni faktori uspešne implementacije marketing strategije.
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