Abstract
Organization's strategic position has to be understood in relation to the external environment, its internal resources, the employees’ skills, desires, and influences endogenous and exogenous. But, above all, the competition and the programs applied have to be different from that activities or services of the competitors. Market research provides the firm with information regarding the markets or market segments with the best prospects, the price levels accepted by the market, the ways of distributing the products on the market, promotional actions, etc. Equally important for grounding the strategy are the macroeconomic forecasts, the field projections, and the policies of the bodies regulating and supervising insurances. This provides the guidance of the organization’s development in accordance with the main macroeconomic developments foreshadowed for the following period. The quality of the global activity is given by the nature of the organizational culture, a powerful instrument for performing the management and getting the appropriate results. I think that Petrom is the most suitable enterprise (firm) for the analyze, being the largest company in Southeast Europe, whose market penetration force and market sustainability are largely due to the European management implemented by OMV, as Petrom is part of the OMV structure. At the same, in this period, it is capable to get down the prices, in order to keep the clients, but maintaining the efficiency of the main activity.
Highlights
The general approach of the problem: Being aware of the fact that competition plays a decisive role in marketing planning, Petrom needs to constantly compare its products, prices, distribution channels, and promotion actions with those of the competitors
Being part of the OMV group, Petrom benefits from the transfer of know-how from the Austrian company, which leads, among other things, to an increased quality of the products and services provided and, of the way it is perceived by the consumers
The membership of OMV has the effect of the transfer of know-how from the Austrian company, which leads, among other things, to an increased quality of the products and services provided and, of the way it is perceived by the consumers
Summary
The general approach of the problem: Being aware of the fact that competition plays a decisive role in marketing planning, Petrom needs to constantly compare its products, prices, distribution channels, and promotion actions with those of the competitors. This way the company will be able to identify its advantages and disadvantages when fighting competition and, will be able to launch more accurate attacks on the competition and to have a better defense over its attacks. The competition mechanism ensures placing the prices at their actual quotes, favoring cost rationalization as a means of increasing profit
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