GOING GLOBAL - ACTING LOCAL: MARKETING STRATEGY OF SIEMENS IN SERBIA
Sažetak
When a company has been operating in the world for 170 years, and for 125 years in one specific country, it more than surely deserves to have its business and marketing strategy considered. There are not so many companies that have achieved this and not so many companies can serve as an example of how a global company can be domestic. This is the case with Siemens in the world and Siemens in Serbia, and there is probably no company which has influenced the industrial and economic development of Serbia in such a powerful way as Siemens. This is a sufficient reason for studying the marketing strategy of Siemens, with the focus of this paper on studying the business and marketing strategy of Siemens in Serbia, in order to identify the marketing strategy that has brought this company to global success and which can be used by other companies in their presentation in the global market.
Reference
Ahsan. L., Qazi. B., Shahabuddin. S., Khan. M. A. (2014). Marketing Strategy of Siemens Engineering Company in Chinese Business Environment. Research Journal of Engineering Sciences, 3(9), 7-11.
Amor. P., Valls. C., Casserras. G., Cortegiani. A. (2013). Qualitative and Quantitative analysis of Siemens AG. Barcelona: Universitat de Barcelona.
Bhasin, H. (2018). Marketing Strategy of Siemens – Siemens Marketing Strategy. Retrieved August 2018, from Marketing91: https://www.marketing91.com/marketing-strategy-siemens/
Hanlon, A. (2018). The Segmentation, Targeting and Positioning model. Retrieved August 2018, from Smart Insights: https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-targeting-and-positioning/
Jović, M. (2002). Međunarodni marketing. Beograd: Institut ekonomskih nauka.
Kotler, P., Keller. L. K., (2017). Marketing menadžment, 15 izdanje. Beograd: DATA STATUS.
Marković. J. P., Antić. Č., Šarenac. D. (2012). Korak ispred vremena 125 godina Simensa u Srbiji. Beograd: Siemens d.o.o. Beograd, Institut za savremenu istoriju.
Mba skool. (2018). Siemens Marketing Mix. Retrieved August 2018, from mba skool: https://www.mbaskool.com/marketing-mix/products/17112-siemens.html
Rakita, B. (2012). Međunarodni marketing. Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta u Beogradu.
Siemens – Global. (2018). About Siemens. Retrieved August 2018, from Siemens - Global: https://www.siemens.com/global/en/home/company/about.html
Siemens – Global. (2018). Annual Report 2017. Retrieved August 2018, from Siemens - Global:
Siemens – Global. (2018). Products & Services. Retrieved August 2018, from Siemens - Global:
Siemens – Serbia. (2018). About Siemens. Retrieved August 2018, from Siemens - Serbia: http://www.siemens.rs/portal/onama/
Wegener, Ch., Karczewski, J. (2017). 1847 – 2017 - Shaping the future - Qualities that set Siemens apart – after 170 years. Retrieved August 2018, from Siemens - Global: https://www.siemens.com/content/dam/webassetpool/mam/tag-siemens-com/smdb/corporate-core/communication-and-gov-affairs/tl/HI/siemens-historical-institute/home/094-shi-siemens-at-170-years-the-siemens-narrative-2017-e.pdf