COMPANY\u27S STRATEGY FOR ENTERING CROATIAN AND SERBIAN MARKET WITH AN EXAMPLE

Podjetje ProSigma že uspešno nastopa na hrvaškem in srbskem trgu, saj preko svojih partnerskih podjetij tržijo nekatere prodajne programe iz svoje ponudbe. Ob dobrih prodajnih rezultatih okoljskega programa na slovenskem tržišču, so se v podjetju odločili, da bodo tudi na ciljna tržišča vstopili z omenjenim programom, saj smatrajo da je program precej perspektiven. Proizvodi, ki spadajo v okoljski program zmanjšujejo onesnaževanja okolja ter omogočajo racionalnejšo porabo energetskih virov. V omenjeni prodajni program spadajo biološke čistilne naprave, sistemi za zbiranje in uporabo deževnice ter sistemi solarne tehnologije. Dejstvo je, da že obstoječa podjetja bistveno olajšajo vstop na tuje tržišče, kljub temu pa gre pri programu okoljske dejavnosti za tehnično zapletene proizvode, zaradi katerih je potrebno dodatno izobraziti zaposlene in vzpostaviti servisno službo, kar zahteva precej napora in časa. Na podlagi podatkov, ki smo jih prejeli, smo razbrali, da hrvaško in srbsko tržišče okoljske opreme še ni tako razvito kot slovensko, po vsej verjetnosti zaradi nižje kupne moči večine prebivalstva. Kljub temu pa v podjetju računajo s tem, da bo tudi na teh tržiščih v prihodnosti prišlo do povečanega povpraševanje po tovrstnih proizvodov in takrat hočejo biti na teh dveh tržiščih že uveljavljen ponudnik proizvodov in storitev v tem segmentu. V podjetju imajo resen namen širitev prodajnega programa izpeljati v bližnji prihodnosti, točen časovni termin pa bodo lahko določili šele, ko se bodo razmere na slovenskem tržišču zaradi gospodarske krize umirile.The company ProSigma has already successfully entered Croatian and Serbian market with some of the products that they are offering. The good sales results of the environmental products on the Slovenian market encouraged the company to plan an entry with this product range on the Croatian and Serbian market. Environmental products are helping to reduce the pollution and enable a rational use of energy resources and in this way contribute to a cleaner environment. Existing companies on the target market facilitate the entry of a new product range for ProSigma. Nevertheless the new product range of environmental products is technically complicated and therefore the sales staff will have to be trained. Also, the company will have to set up a maintenance unit to provide the after-sale services for the costumers. Based on the information we received, we can say that the Croatian and Serbian market are not as developed as the Slovenian, probably because the lower purchasing power of the most consumers in those countries. However ProSigma believes that the demand in these two countries will rise and by then they want to be an established provider of the environmental products and services in the region. The company has a serious intent to enter Croatian and Serbian market with a new product range in the near future. The exact time schedule of the entry will be made after the sales results in Slovenia will improve due to the current economic crisis. The company has made this decision because the Slovenian market is still the most important market for ProSigma