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Title:Model strategije vstopa na trge identifikacijskih dokumentov v Afriki
Authors:ID Strnad, Simona (Author)
ID Jurše, Milan (Mentor) More about this mentor... New window
Files:.pdf MAG_Strnad_Simona_2016.pdf (1,73 MB)
MD5: DC1B6C5841C873383E866F9DA5B189F9
 
Language:Slovenian
Work type:Master's thesis
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:V zadnjih letih pospešena krepitev globalizacije in liberalizacija trgovine zahtevata od podjetij vključevanje in konkuriranje na globalnem trgu, z namenom izkoriščanja tržnih priložnosti za doseganje večje prodaje in dobička. Strateško zasnovana prisotnost na tujih trgih omogoča podjetjem ne le obstoj, temveč tudi rast in dinamičen razvoj. Pri tem pa se postavlja vprašanje izbire ustrezne strategije vstopa na tuji trg, kar je odvisno ne samo od zaznanih priložnosti in nevarnosti v okolju, temveč tudi od sposobnosti podjetja za ustvarjanje in učinkovito razporejanje resursov ter od opredeljene strategije rasti podjetja. Grafično podjetje Cetis se tega zaveda, zato skuša svoje prodajne aktivnosti razpršiti na vse štiri kontinente na področju prodaje celovitih rešitev identifikacijskih dokumentov, predvsem pa na afriške trge, in sicer zaradi manjše zasičenosti trgov. Z izbrano temo magistrskega dela bi želeli pomagati podjetju Cetis pri učinkovitem vstopu in razvoju tržne pozicije na afriških trgih. Namen raziskave v magistrskem delu je bil ugotoviti ustreznost uporabljenih strategij vstopa na izbrane afriške trge in spoznati potrebno prilagajanje strategij razvoja tržne pozicije zahtevam trga pri prodaji celovitih rešitev izdaje identifikacijskih dokumentov, in sicer zaradi tržnih in institucionalnih specifičnosti vsakega posameznega nacionalnega trga. Z raziskavo smo skušali tudi razumeti interese in vplive lokalnih institucionalnih akterjev na dodeljevanje poslov in proces trženja ter ugotoviti, kako tehnološka razvitost trga in povezovanje podjetij v ponudbene koalicije vplivata na prodajni uspeh. Rezultati raziskave so pokazali, da je vsak lokalni afriški trg specifičen, zato zahteva prilagojen tržni nastop že ob vstopu in razvoju začetne tržne pozicije, ter da je v vseh afriških državah prisotna visoka stopnja korupcije in s tem specifični subjektivni vpliv posameznih akterjev na dodeljevanje poslov. Ugotovljeno pa je bilo tudi, da se pri prodaji na tistih afriških trgih, ki so v fazi enostavne tehnološke razvitosti, lažje dosegajo večji prodajni uspehi, kot če bi prodajali na trgih visoke tehnološke razvitosti. Pri tem je povezovanje z lokalnimi partnerji na posameznem afriškem trgu v ponudbene koalicije nujnost, v nasprotju s povezovanjem s konkurenčnimi podjetji, saj ostaja grafično podjetje, zaradi svoje majhnosti, neprepoznavno na trgu.
Keywords:Globalizacija, mednarodni marketing, strategije vstopa na tuji trg, tržna pozicija, vpliv lokalnih institucionalnih akterjev, korupcija
Place of publishing:Maribor
Publisher:[S. Strnad]
Year of publishing:2016
PID:20.500.12556/DKUM-57391 New window
UDC:339.5
COBISS.SI-ID:12370716 New window
NUK URN:URN:SI:UM:DK:JK42HLQ4
Publication date in DKUM:30.06.2016
Views:2361
Downloads:91
Metadata:XML DC-XML DC-RDF
Categories:EPF
:
STRNAD, Simona, 2016, Model strategije vstopa na trge identifikacijskih dokumentov v Afriki [online]. Master’s thesis. Maribor : S. Strnad. [Accessed 13 April 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=57391
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Secondary language

Language:English
Title:The model of entry strategies on the market for identification documents in Africa
Abstract:In recent years, increasing globalization and trade liberalization require from companies the incorporation and competition in the global market in order to exploit market opportunities for achieving higher net sales revenues and profits. The above mentioned presence in foreign markets enables the existence, growth and development of companies. This raises the question of choosing an appropriate entry strategy for the foreign market, which depends not only on perceptual opportunities and dangers in the environment, but also on the ability of companies to create and efficiently allocate the resources and to define the growth strategy of the company. The graphic company Cetis is aware of that and therefore tries to disperse its sales activities on four continents in the field of selling complete solutions for identification documents, particularly in the African markets, due to lower saturation of these markets. We would like to help the company Cetis to effectively enter and develop its market position in the African markets with the chosen theme of this Master’s degree thesis. The purpose of the research in this Master’s degree thesis was to determine the adequacy of used entry strategies in selected African markets and to meet the necessary adjustment strategies for the development of market position and the market for selling complete solutions of issuing identification documents, because of market and institutional specificities of each national market. With the research we wanted to understand the interests and impacts of local institutional actors on getting the contracts and the marketing process, and to find out how the technological development of the market and the integration of companies in the bid coalitions, impact on the sales success. The results of the research showed that each local African market is specific and requires an adjusted market performance by entering and developing the initial market position, and that in all African countries there is a high degree of corruption and the specific subjective impact of individual actors on getting the contracts. It was also found out that by selling in the those African markets, which are at the stage of simple technological development, greater sales successes are achieved than by selling in the markets of high technological development. That’s why it is necessary for the local partners to integrate in the individual African market into a bid coalition, as opposed to integrating with its competitors, because the graphic company, due to its smallness, remains unrecognizable in the market
Keywords:Globalization, international marketing, foreign market entry strategies, market position, the impact of local institutional actors, corruption


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