MARKETINŠKA STRATEGIJA POSLOVANJA U RECESIJI : Završni rad

U teoriji se kao prevladavajuće marketinške strategije u tržišnom pozicioniranju navode monosegmentno, multisegmentno, standby, imitacijsko, anticipatorno, adaptivno i obrambeno pozicioniranje. No u recesiji se temeljem provedenog istraživanja provedenog na uzorku od 79 tvrtki na tržištu Republike Hrvatske se navedene strategije u tom obliku rijetko prakticiraju. U istraživački uzorak su uvrštene tvrtke iz prehrambene, trgovinske, automobilske, informatičke i industrije zabave. Nalazi provedenog istraživanja su ukazali da poslovni subjekti iz tih industrija prakticiraju monosegmentno pozicioniranje uz sužavanje asortimana. Anticipatorno pozicioniranje se prakticira u funkciji sužavanja asortimana radi smanjene tekuće likvidnosti i smanjivanja roba na zalihama. Adaptivno pozicioniranje se prakticira u kombinaciji sa strategijom snižavanja troškova poslovanja, strategijom sužavanja asortimana proizvoda i strategijom fokusirane segmentacije. Obrambeno pozicioniranje se prepoznaje u pojedinim strategijama gerilskog marketinga u periodima recesije. Učestalo je repozicioniranje radi dodatnog privlačenja kupaca kako bi se osigurao planirani obujam prodaje. Posljedice recesije na različite industrije u Republici Hrvatskoj nisu identične. Prema nalazima istraživanja najveće negativne utjecaje recesije na prodaju je imala autoindustrija, a najmanje IT industrija u kojoj je i tijekom recesije moguće ostvarivati poslovni rast. Uvažavanje navedenih spoznaja potvrđuje tezu da marketinška strategija može predstavljati platformu očuvanja i rasta tržišnog udjela tvrtke i u recesiji.In theory, monosegmental, multisegmental, standby, imitative, anticipatory, adaptive and defensive positioning are cited as the prevailing marketing strategies during market positioning. However, during the recession, based on a survey conducted on a sample of 79 croatian companies, these strategies are rarely practiced in theoretical form. The research sample includes companies from the food production, trade, automobile industry, IT and entertainment industries. The findings of the study indicate that companies in these industries practice mono-segmental positioning while narrowing their offer. Anticipatory positioning is practiced in the function of narrowing the offer to reduce liquidity and reduce inventory. Adaptive positioning is practiced in combination with a strategy of lowering business costs, a strategy of narrowing offer and a focused segmentation strategy. Defense positioning is recognized in particular guerrilla marketing strategies during periods of recession. There is frequent repositioning to further attract customers to provide the planned sales volume. The effects of the recession on different industries in the Republic of Croatia are not identical. According to the research findings, the biggest negative impact of the recession on sales had the auto industry, and the least IT industry where it is possible to achieve business growth during the recession. An appreciation of these findings reinforces the thesis that a marketing strategy can be a platform for maintaining and growing a company's market share even in a recession