Wykorzystanie metody refleksji strategicznej w procesie wyboru rynków docelowych

• Autorzy: Rawski M.

Warianty tytułu

EN

The use of strategic reflection methods in the selection of target markets

• Języki publikacji: PL

Abstrakty

EN

The aim of the publication is to show that the use of strategic reflection method (more precisely it's third stage) allows the simultaneous analysis of the attractiveness of the separate segments with the analysis of the value of stocks held by the company that are necessary to segment entry and its control. The summary of the knowledge on the segment's condition with knowledge on the capabilities of the company will result in the answer to the question: whether and to what extent company's resources allow use of the potential inherent in the segment, or what ingredients of resources are to be to changed and to what extent, to reach the optimal state (size, structure, value), which gives the possibility of entering a segment (the analysis can be carried out in both directions). Quoted is an example that shows the correct application of the technical methods of the analysis and ways of interpreting its results.

Słowa kluczowe

PL

rynek; segmentacja rynku; rynek docelowy; metoda refleksji strategicznej; przedsiebiorstwa; zasoby przedsiebiorstw

• Wydawca: -
• Czasopismo: Marketing i Rynek
• Rocznik: 2013
• Tom: 20
• Numer: 09
• Opis fizyczny: s.16-23,tab.

Twórcy

autor

Rawski M.

• Katedra Marketingu, Uniwersytet Ekonomiczny w Krakowie, Kraków