The role and influence of marketing mix instruments in company export business

Izvod (apstrakt ili rezime) na jeziku završnog rada: Predmet istraživanja ovog rada predstavlja praktično i teorijsko razmatranje pitanja koja su u korelaciji sa instrumentima marketing miksa i poslovanjem izvoznih preduzeća. Preciznije, analiziraće se instrumenti marketing miksa (proizvod, cena, distribucija i promocija), kao i osnovni indikatori izvoznih performansi preduzeća – obim prodaje na stranom tržištu, udeo na stranom tržištu i profitabilnost izvoza. Kroz rad će biti utvrđeno u kojoj meri kvalitet kombinacije proizvoda, cene, promocije i distribucije utiče i ima značaj za indikatore izvoznih performansi preduzeća. Naučni cilj jeste potvrđivanje validnosti postavljenih hipoteza, te se na osnovu naučno utemeljenog istraživačkog procesa definiše značaj i uticaj koji instrumenti marketing miksa imaju na prodaju, tržišno učešće i profitabilnost izvoznih preduzeća na inostranom tržištu. Društveni cilj istraživanja u direktnoj je vezi sa naučnim ciljem koji se ogleda u potvrđivanju činjenice da će preduzeća koja se bave izvozom, uz odgovarajuću kombinaciju instrumenata marketing miksa moći da poboljšaju svoje poslovanje na inotržištu i posledično doprinesu kompaniji veći profit. U skladu sa postavljenim ciljevima su i hipoteze na kojima se zasniva istraživanje. Opšta hipoteza glasi: Kvalitetna kombinacija instrumenata marketing miksa pozitivno utiče na indikatore izvoznih performansi preduzeća. Pored opšte hipoteze, u okviru istraživanja su postavljene i četiri posebne hipoteze koje predstavljaju razradu opšte hipoteze sa idejom da se dođe do očekivanih rezultata istraživanja. Posebne hipoteze glase: H1 – Proizvod kao instrument marketing miksa utiče na indikatore izvoznih performansi; H2 – Cena kao instrument marketing miksa utiče na indikatore izvoznih performansi; H3 – Distribucija kao instrument marketing miksa utiče na indikatore izvoznih performansi; H4 – Promocija kao instrument marketing miksa utiče na indikatore izvoznih performansi. U skladu sa prethodno definisanim hipotezama, kao i u saglasnosti sa predmetom i ciljevima istraživanja u radu je postavljen odgovarajući teorijsko-metodološki okvir. Pored metode anketiranja kojom su se prikupili neophodni podaci, u okviru istraživanja su upotrebljene i sledeće metode: analiza i sinteza, metoda apstrakcije, metoda konkretizacije, metoda generalizacije, induktivna metoda, deduktivna metoda, komparativna metoda, istorijska metoda, analiza sadržaja i statističke metode. Istraživanje je sprovedeno u 50 preduzeća koja se bave izvozom različitih vrsta proizvoda na teritoriji Republike Srbije. Radi što veće reprezentativnosti uzorka istraživanjem su obuhvaćena preduzeća čije je poslovanje zasnovano na raznovrsnom i širokom spektru, i to od proizvodnje i izvoza alkoholnih pića, poljoprivrednih mašina, kablova i kotlova, električnih uređaja, nameštaja, garderobe, telekomunikacione opreme itd., što doprinosi i većoj validnosti istraživanja. Istraživanje je sprovedeno u vremenskom intervalu od šest meseci – od januara do juna 2016. godine. Za potrebe istraživanja uticaja instrumenata marketing miksa na indikatore izvoznih performansi preduzeća primenjivana je metoda ankete, dok je instrument kojim se vršilo anketiranje bio upitnik. Upitnik nije standardizovan, nego je kreiran isključivo za potrebe ovog istraživanja. Njime se ispitivao stepen prisutnosti i nivo uticaja instrumenata marketing miksa (proizvoda, cene, distribucije i promocije), odnosno njihovih osnovnih odlika na indikatore izvoznih performansi preduzeća, kao i nivo satisfakcije inokupaca, njihovo zadržavanje i pribavljanje novih inokupaca, i izgradnja reputacije preduzeća na stranom tržištu. U okviru sprovedenog istraživanja kao relevantne odlike instrumenata marketing miksa izdvojene su sledeće: za proizvod – postignut potreban kvalitet proizvoda za inotržište, sposobnost konkurentnog dizajniranja proizvoda, pakovanja i sl., izgrađen brend na stranom tržištu i sposobnost ispunjenja uslova vezanih za garantni rok i servisiranje; za cenu – atraktivni uslovi plaćanja za inokupca/distributera, zarada atraktivnih marži za inokupca/distributera, povoljni uslovi plaćanja transporta i isporuke robe stranom partneru, i konkurentnost cena u odnosu na glavnu konkurenciju na inotržištu; za distribuciju – sposobnost brze i kontinuirane isporuke, uspostavljena adekvatna mreža distribucije, sposobnost brze reakcije na narudžbe inopartnera i efektivno upravljanje inodistributerima ili agentima; za promociju – kvalitetna privredna propaganda na inotržištu, sposobnost unapređenja prodaje na inotržištu, sposobnost poboljšanja direktnog marketinga na inostržištu i sposobnost uvođenja/poboljšanja lične prodaje na inotržištu. Na osnovu dobijenih rezultata dolazi se do saznanja u kojoj meri su oblici svih instrumenata marketing miksa prisutni u poslovanju preduzeća i koji od njih ima uticaj na indikatore izvoznih performansi preduzeća. Naučni doprinos istraživanja predstavlja potvrđivanje ili opovrgavanje navedenih hipoteza. U skladu sa navedenim, a na osnovu rezultata istraživanja, zaključuje se da je prva hipoteza koja glasi: Proizvod kao instrument marketing miksa utiče na indikatore izvoznih performansi – delimično potvrđena (H1). S druge strane, regresionom analizom se došlo do saznanja da druga hipoteza (H2) koja glasi: Cena kao instrument marketing miksa utiče na indikatore izvoznih performansi – nije potvrđena. Treća hipoteza (H3) koja glasi: Distribucija kao instrument marketing miksa utiče na indikatore izvoznih performansi – delimično je potvrđena, kao i četvrta hipoteza. Naime, istraživanjem je utvrđeno da na profitabilnost izvoza u velikoj meri utiče jedino sposobnost za unapređenje prodaje na inotržištu, a četvrta hipoteza (H4) glasi: Promocija kao instrument marketing miksa utiče na indikatore izvoznih performansi, što podrazumeva uticaj svih odlika promocije. U skladu sa pomenutim sledi zaključak da instrumenti marketing miksa, odnosno svi njeni oblici, nemaju dovoljan uticaj na indikatore izvoznih performansi preduzeća. Međutim, ukoliko bi se svaki instrument marketing miksa i svaka njegova odlika u većoj ili manjoj meri (u zavisnosti od sadašnje prisutnosti) razvila i poboljšala, isti bi sasvim sigurno u mnogo većoj meri pozitivno uticali na izvozne performanse preduzeća, te se stoga može zaključiti da je opšta hipoteza, koja glasi: Kvalitetna kombinacija instrumenata marketing miksa pozitivno utiče na indikatore izvoznih performansi preduzeća – potvrđena. Istog su stava i mnogi teoretičari koji izučavaju pomenutu tematiku. Društveni doprinos istraživanja ogleda se u činjenici da dobijeni rezultati ukazuju na to da je u poslovanju preduzeća koja su izvozno orijentisana neophodno poboljšati svaki instrument marketing miksa, kako bi isti što kvalitetnije uticali na poslovanja preduzeća, odnosno na njihove izvozne performanse, te na taj način uticali na povećanje indikatora izvoznih performansi preduzeća, odnosno na obim prodaje na stranom tržištu, na udeo na stranom tržištu i na profitabilnost izvoza. Subject of research of this paper presents practical and theoretical consideration of questions that are correlated with the instruments of marketing max and business of export companies. To be more precise, the instruments of marketing mix will be analyzed (product, price, distribution and promotion), as basic indicators of export performances of a company- sale volume on the foreign market, share on the foreign market and profitability of export. Through this paper it will be concluded in which measure the quality of product, price, promotion and distribution, impacts and has influence for the indicators of company export performances. Scientific goal is to confirm validity of the made hypothesis, based on scientific ground of research, to define a meaning and influence that the instruments of marketing mix have on sales, share of the market and profitability of export companies in foreign market. Social goal of this research is directly correlated with the scientific goal that looks upon the fact that the export companies, with the right combination of instruments marketing mix will be able to improve their business performances on inomarket and consequently lead the company to a higher profit. In accordance with all goals are also the hypotheses that base this research. Main hypothesis is: Quality combination of marketing mix instruments positively influences the indicators of companies export Abstract (or resume) in the language of the text: performances. A side of main hypothesis, in this research there are four other hypothesis that represent elaboration of the main hypothesis with the idea to get to the expected research results. Separate hypothesis are: H1 - Product as the marketing mix instrument influences the indicators of export performances; H2 - Price as the marketing mix instrument influences the indicators of export performances; H3 - Distribution as the marketing mix instrument influences the indicators of export performances; H4 - Promotion as the marketing mix instrument influences the indicators of export performances. According to the previously defined hypothesis, and in accordance with the subject and goals of research in this paper there is set a certain theoretical-methodological framework. Beside the survey method which gathered relevant information, in research there have been used following methods: analysis and synthesis, abstraction method, concretization method, generalization method, historical method, content analysis and statistical methods. The research was completed in 50 export companies of various types of products on territory of Republic of Serbia. In order to get the samples as representative as possible, this research include companies that have business based on various and diverse specter, from production and export of alcohol drinks, agricultural machinery, cables and kettles, electric devices, furniture, clothing, telecommunication equipment etc, which contributed to a higher validity of research. This research has been completed in six months - from January to June 2016. For this research of influence of marketing mix instruments on the indicators of companies export performances, a survey method has been used, while the instrument of survey was a questionnaire. This questionnaire was not standardized; instead it was formed especially for this research. It was used to look into the level of presence and influence of marketing mix instruments (product, price, distribution and promotion), regarding their basic indicators of company export performances, as well as inobuyer satisfaction level, their retention and new inbuyers gathering, and building a reputation for the company on a foreign market. In the framework of the research conducted there are relevant features of marketing mix instruments, such as: for product - achieved necessary quality of the product for inomarket, ability to design competitive product, package etc, build a brand on foreign market and ability to fill requirements linked to the warranty and service; for price - attractive payment terms for inobuyer/distributer, attractive margin profit for the inobuyer/distributer, favorable payment condition for transportation and delivery of goods to the foreign partner, and price competitiveness in regard to the main competition on the inomarket; for distribution - ability of quick and continuous delivery, adequate distribution web establishment, ability of quick reaction on inopartners orders and effective management with inodistributers and agents; for promotion - quality economical propaganda on the inomarket, ability to upgrade sale on the inomarket, ability to upgrade direct marketing on the inomarket and ability of installation/improvement of personal sale on the inomarket. According to the received results we come to the conclusion in which measurement the instruments of marketing mix are present in company business and which one of them has the influence on the indicators of company exporting performances. Scientific contribution to the research represents confirmation or refute of the stated hypothesis. According to all of the above stated, and based on the research results, we can come to the conclusion that the first hypothesis: Product as the marketing mix instrument influences the indicators of export performance - is partially confirmed (H1). On the other hand, regression analysis has lead to the knowledge that the other hypothesis (H2): Price as the marketing mix instrument influences the indicators of export performances - not confirmed. Third hypothesis (H3): Distribution as the marketing mix instrument influences the indicators of export performances - is partially confirmed, as well as the fourth hypothesis. The research has confirmed that the profitability of export influences ability of sales improvement on the inomarket in large measurement, and the fourth hypothesis (H4): Promotion as the marketing mix instrument influences the indicators of export performances, which implies the influence of all promotion characters. In accordance to all stated above leads the conclusion that the instruments of marketing mix, in all its forms, do not have sufficient influence on the indicators of company export performances. However, if all of the instruments of marketing mix and each of its characteristics would in smaller or greater measure (depending on the accurate presence) develop and improve, it would definitely lead to a positive influence in large measurement on the company export performances, which leads to the conclusion that the general hypothesis: Quality combination of marketing mix instruments positively influences the indicators of companies export performances - confirmed. The same attitudes have many theoreticians that studied mentioned theme. Scientific contribution of this research is in fact that the given results show how business of a company that are mainly export oriented needs improvement in each element of marketing mix, in order to influence with quality on the company business, on its export performances, and on that way to increase the indicators of company export performances, sales volume on the foreign market, foreign market share and export profitability