- Author
- Kuśmierz-Gozdalik Urszula
- Title
- Pozycja rynkowa firmy i jej ocena na przykładzie piekarni
Market Status of a Firm and its Estimation on the Example of Bakery - Source
- Roczniki Naukowe Stowarzyszenia Ekonomistów Rolnictwa i Agrobiznesu, 2003, T. 5, z. 2, s. 121-125, bibliogr. 4 poz.
- Keyword
- Przedsiębiorstwo na rynku, Segmentacja rynku, Konkurencyjność przedsiębiorstwa
Enterprise in the market, Market segmentation, Enterprise competitiveness - Note
- streszcz., summ.
- Abstract
- W artykule omówiono wyniki badań, mających na celu zbadania czynników zewnętrznych i wewnętrznych firmy mających wpływ na sprzedaż, które są warunkiem powodzenia firmy na rynku.
Efficiency of new over-sales markets research is dependent on external factors, like economical, demographical, social-culture and legal factors, as well as internal factors, connected to the enterprise and it's stock, aims, offer, organizational structure, financial results and also experience in the branch of the firm. Converted factors must be submitted to marketing research, to make management efficient. Marketing research has been realized in bakery. The firm could elaborate changes in market offer and in technical equipment, based on analysis and marker estimations. The oven has been reconstructed. Nowadays bakery owns wide assortment of high qualified products, own chain of sale, and a number of 58 receivers. The weakness of analysed bakery, comparing to rivals, is it's depts., little production scale, connected to low market status and weak known mark of firm. Organization realized, that their promotion activities until now, comparing to rivals are modest. In the future they are going to invest promotion in the local media, because it is too expensive at the moment. (original abstract) - Accessibility
- The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Main Library of Poznań University of Economics and Business - Bibliography
-
- Griffin R. (1996): Podstawy zarządzania organizacjami. PWN, Warszawa.
- Kotler P. (1994): Marketing. PWE, Warszawa.
- Kostera M. (1993): Zarządzanie personelem. PWN, Warszawa.
- Kuśmierz-Gozdalik U., Klepacki B. (2003): Strategia rozwoju produktu na przykładzie piekarni. Prace Naukowe AE, Wrocław, T. I.
- Cited by
- ISSN
- 1508-3535
- Language
- pol
