RESEARCH OF COMPETITION IN THE FUNCTION OF POSITIONING THE ORGANIZATION IN THE BUSINESS MARKET

  • Dragoljub Jovičić Visoka poslovna škola strukovnih studija, Novi Sad
  • Biljana Stankov Visoka poslovna škola strukovnih studija, Novi Sad
  • Marija Vranješ Visoka poslovna škola strukovnih studija, Novi Sad
DOI: https://doi.org/10.5937/skolbiz2-7269
Keywords: competition research, competitive advantage, segmentation, targeting, POSITIONING, styrofoam, styrodur,

Abstract


All marketers tend to position their company and its products and/or services in  the market the best they could. In this context, they must develop and implement in practice a complete marketing strategy, which is undoubtedly based on three concepts: segmentation, targeting and positioning. If marketers want to successfully separate the image of their company and its brand in the minds of potential customers and users in business market it is necessary to obtain and analyze a sufficient number of accurate and relevant information from the environment. Although pieces of information about customers, suppliers and other participants in the marketing channel are significant, latterly information about competition are more important. Without a thorough and continuous research and monitoring of competition, marketers could not provide management of the company with relevant information about competing organizations, which would result in an absolutely negative impact on the quality of future management decisions. In this context, the subject of this paper is theoretical analysis of competition, and the aim of the research is to assess the real attitudes of managers in the Serbian market of styrofoam and styrodur, about the most relevant characteristics of the competition – which have a  strong impact on  organization's operations.

 

Author Biographies

Dragoljub Jovičić, Visoka poslovna škola strukovnih studija, Novi Sad
Profesor strukovnih studija
Biljana Stankov, Visoka poslovna škola strukovnih studija, Novi Sad
Asistent
Marija Vranješ, Visoka poslovna škola strukovnih studija, Novi Sad
Asistent

References

Coughlan, T. A., Anderson, E., Stern, W. L., & El-Ansary, I.A. (2001). Marketing channels. New Jersey: Prentice Hall.

Galogaža, M. (1999). Industrijski marketing. Novi Sad: Marketing Management College.

Jobber, D., & Fahy, J. (2006). Osnovi marketinga. Beograd: Data Status.

Jovičić, D. (2012). Length of marketing channels in sales of gas boilers. Škola biznisa, 1, 102–112. doi:10.5937/skolbiz1201102j.

Jovičić, D. (2013). Tržišno poslovanje. Novi Sad: Visoka poslovna škola strukovnih studija.

Jovičić, D. (2013). Uloga montažera termo-tehničkih instalacija pri kupovini gasnih kotlova. Marketing, 44(4), 361–371.

Jovičić, D., & Salai, S. (2011). Poslovno komuniciranje. Novi Sad: Visoka poslovna škola strukovnih studija.

Kotler, F., Vong, V., Sonders, D., & Armstrong, G. (2007). Principi marketinga. Beograd: Mate.

Kotler, P., & Keller, K. L. (2006). Marketing menadžment. Beograd: Data Status.

Porter, M. E. (1998). Competitive Strategy. New York, London, Toronto, Sydney: Free Press.

Salai, S., & Božidarević, D. (2009). Marketing istraživanje. Subotica: Ekonomski fakultet Subotica.

Salai, S., & Kovač-Žnideršić, R. (2008). Marketing. Novi Sad: Alfa-graf NS.

Salai, S., & Kovač-Žnideršić, R. (2012). Marketing: Trends and behaviour patterns. Škola biznisa, 9(1), 15–23. doi:10.5937/skolbiz1201015s

Varey, R. J. (2002). Marketing communication. London: Routledge.

Veljković, S. (2009). Marketing usluga. Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta u Beogradu.

Preuzeto sa www.austrotherm.rs.

Preuzeto sa www.fim.co.rs.

Preuzeto sa www.fima.rs.

Preuzeto sa www.grmecin.rs.

Preuzeto sa www.masterplast.hu.

Preuzeto sa www.roma.rs.

Preuzeto sa www.srmagroup.com.

Preuzeto sa www.timizolirka.rs.

Preuzeto sa www.vračar-boje.rs.

Published
2015/03/11
Issue
No. 2 (2014): Škola biznisa
Section
Original Scientific Paper
Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).