| Internationalization of Retail | Proces internacionalizacije maloprodajnih mreža |
| Management, [pdf] | Menadžment, [pdf] |
| ID: 7.2010.54.6 Number: 54 Volume: XV Year: 2010 UDC: 339.94:658.87 [tmx] [bow] |
Iva N. Joksimović
Institution: “Delta sport“ Beograd | Iva N. Joksimović
Institucija: Delta sport, Belgrade |
Abstract
The focus of the paper is on the development and positioning of the brands, based on international retail chains practice. The key terms in relation to branding aspect represent the starting point in the paper, as well as the identification
of main values for successful brand positioning. Planning and implementation of marketing communication and
analysis of brand performance have been discussed in the paper. Special attention has been paid to the analysis of the
retail environment through the development of the model that defines the retail location, competition, customer and
product aspects. The research focusing on the development of international retail chains and key elements for successful brand positioning and brand profitability has been presented. Building profitable retail brand is largely linked to the strategy that is chosen for the development and brand positioning. | Apstrakt
Rad se fokusira na analizu izgradnje i pozicioniranja brenda zasnovanog na internacionalnim maloprodajnim mrežama. Pojmovi iz oblasti brendiranja su polazna tačka rada, kao i identifikacija ključnih vrednosti za uspe-šno pozicioniranje brenda.. Osvrt na maloprodajno okruženje je prikazan kroz razvijanje modela upravljanja maloprodajom sa definisanjem maloprodajnog mesta, konkurencije, potrošača i proizvoda. U radu je posebna pažnja posvećena istraživanju razvoja internacionalnih maloprodajnih lanaca i ključnih elemenata za uspešno pozicioniranje i profitabilnost istih. Stvaranje profitabilnog brenda maloprodaje u velikoj meri zavisi od strategije koja se koristi za izgradnju i njegovo pozicioniranje. |
| Pages: 43-49 | Strane: 43-49 |