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- posete u poslednjih 30 dana:32
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2017, vol. 72, br. 4, str. 587-590
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Primena marketinga u podizanju konkurentnosti malih i srednjih preduzeća u Republici Srbiji
The application of marketing for small and medium-sized enterprises competiveness rise in the Republic of Serbia
Sažetak
Poznato je da se primenom dobrih marketinških strategija, taktika i prakse u mnogome može podići nivo konkurentnosti malih i srednjih preduzeća (MSP) na tržištu Republike Srbije, ali i šire. Iskustvo pokazuje da je primena nekih ozbiljnih marketinških tehnika na tržištu naše zemlje prilično slaba, bar kad su MSP u pitanju. Ponekad se čini da ovaj sektor delovanja ima poteškoće da prihvati novine koje nosi sa sobom savremeno doba. Retka su preduzeća iz oblasti trgovine, industrije, turizma i slično koja se odlučuju da investiraju u automatizovane vidove praćenja konkurencije, kao i na akcijski vid prodaje na tržištu. U slučaju masovnije primene sličnih alata, verujemo da bi tržišna utakmica u ovom delu sveta bila interesantnija i da bi samo tržište ponude i potražnje bilo atraktivnije za potrošača. U ovom članku nameravamo da prodiskutujemo značaj ulaganja u nove tehnologije u smislu boljeg poslovanja, kao i da razmotrimo zašto se srpsko tržište teže odlučuje na promene.
Abstract
As it's well-known, the application of good marketing strategies, tactics and practice may rise the competiveness of small and medium-sized enterprises (SMEs) on the marketplace of Republic of Serbia. The experience would suggest that the usage of serious marketing techniques on our marketplace may appear as quite weak. It may seem that the SMEs sector is not so open to the new things. It's a quite rare case that some branches of commerce may decide to invest into marketing and adopt the action sales in a practice. In case of better application of this practice, we believe the competiveness of this market would rise and the offers would get more attractive to consumers. In this paper, we intend to discuss the importance of investment into new technologies as well as review why the Serbian marketplace is not willing to make more changes.
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