Marketing indicators of market attractiveness and of the target company's competitiveness
Marketinški pokazatelji atraktivnosti tržišta i konkurentnosti ciljnog preduzeća
Abstract
This paper deals with analysis of market and competitive position company during takeover process. Important preparatory activity is detailed scanning and researching market performance of the company. During the market analysis, the values of several important indicators must be considered. In the very beginning, it is necessary to index the specific market attractiveness. Then, the research center is moved to measuring of competitive position index value. Very important indicator of company market position strength is the customer satisfaction index. High value of this index, which is maintained or improved in successive time intervals, strengthens the bond between a company and customers implicating a series of positive effects in long terms.
Apstrakt
Predmet ovog rada je analiza tržišta i konkurentske pozicije preduzeća koje se namerava preuzeti. Bitna pripremna aktivnost pre preuzimanja je detaljno skeniranje i istraživanje tržišnih performansi preduzeća. Prilikom sprovođenja analize tržišta, moraju se sagledati vrednosti nekoliko važnih indikatora. Na samom početku neophodno je da se indeksira atraktivnost datog tržišta. Zatim se težište istraživanja pomera ka merenju vrednosti indeksa konkurentske pozicije ciljnog preduzeća. Veoma važan pokazatelj jačine tržišne pozicije preduzeća je i indeks satisfakcije potrošača. Visoka vrednost ovog indeksa, koja se pri tome održava ili poboljšava u sukcesivnim intervalima vremena, učvršćuje vezu između preduzeća i potrošača implicirajući niz pozitivnih efekata posmatrano na dugi rok.
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