ANALYSIS OF THE FOREIGN MARKET AND FOREIGN MARKET OPPORTUNITY - THE EXAMPLE OF COMPANY PALOMA D.D.

Razlogi za internacionalizacijo poslovanja podjetja so različni. Od povečanja prihodkov, povečanja dobička, doseganja ekonomije obsega, pritiska konkurence, omejenosti domačega tržišča itd. Vsi pa imajo skupni cilj, tj. zagotoviti podjetju dolgoročno rast in razvoj podjetja. Podjetja so pri vstopu na tuja tržišča izpostavljena različnim tržnim, tehnološkim, finančnim in organizacijskim izzivom in oviram. Poslovna presoja, ali je podjetje sposobno sprejeti te izzive in premagati ovire, je ključna za uspeh procesa vstopa podjetja na tuja tržišča. Zato mora vsako podjetje, preden vstopi na tuja tržišča, kritično presoditi motive za nastop na tujih tržiščih, oceniti lastne poslovne potenciale ter presoditi, ali je podjetje sposobno za nastop na tujem tržišču. Pri odločitvah, na katera tuja tržišča naj podjetje širi poslovanje, je treba na podlagi izbranih kriterijev segmentirati in izbrati le tržno zanimiva tuja tržišča. S segmentiranjem držav in tujih tržišč podjetje odkrije, na katerih tujih tržiščih ima tržne priložnosti. Ker pa je lahko število potencialnih tujih tržišč preveliko, mora podjetje v nadaljevanju procesa internacionalizacije dobljene segmente oziroma tržišča oceniti in določiti, na katera in koliko tujih tržišč se bo osredotočilo. Z deljenjem globalnih tržišč v homogene tržne segmente po različnih kriterijih se lahko podjetje enostavneje osredotoči na posamezne značilnosti držav, izbere primerne ciljne skupine odjemalcev za svoje izdelke in se izogne preveliki količini informacij, prevelikim stroškom ter lažje izvede svoje marketinške strategije.The reasons for the internationalisation of company operations are various. They range from increase in business revenue, profit, achieving economic volume, competitive pressure, limits of domestic market, etc. They all have a joint goal of achieving long-term growth and development of the company. When businesses enter foreign markets they are expose to various market, technological, financial and organisational challenges as well as organisational challenges and obstacles. The business judgement whether the company is capable of meeting and overcoming these obstacles is key for the success of the company in the process of entering foreign markets. This is why every company has to critically evaluate its motives for entering a foreign market, evaluate own business potential and consider whether the company is capable to enter the foreign market before doing so. When making its decision on which foreign markets a firm wishes to extend its business it is necessary to segment and choose only those markets which are commercially viable on the basis of selected criteria. By segmenting countries and foreign markets, the company may discovers on which foreign markets it has best market opportunities. Because there are too many potential foreign markets the company has to, while continuing the process of internationalisation, evaluate the attained segments or markets and determine which and how many of them it is going to focus on. By dividing global markets into homogeneous market segments according to various criteria the company can make it easier to focus on individual characteristics of the countries and avoid a too extensive quantity of information and costs and can perform its marketing strategy more easily