IDEAS home Printed from https://ideas.repec.org/a/bas/econst/y2011i4p146-185.html
   My bibliography  Save this article

Strategic Marketing Management: Status and Development of the Contemporary Bulgarian Companies

Author

Listed:
  • Radka Ileva

Abstract

This research deals with the theoretical, methodological and practical-application explanation of the interactions between the targeted demand and the creation of a synergy by the company and its management regarding the exogenous and endogenous factors and the elaboration of a strategic market-oriented corporate policy. The paramount importance and the role of synergy are revealed as a major factor of competitiveness, under the present conditions of development of the Bulgarian economy. The necessity of using up-to-date methods of analysis and management of competitiveness is discussed, in order to design an efficient market strategy for the company. This research makes use of primary information, especially obtained for the purpose - Representative study of the companies in Bulgaria, under the method of semi-standard interview, consisting of 547 interviews with corporate owners and managers throughout the country, held between 23 November – 3 December 2010. The strategic management and the marketing approach are crucial in the current situation, when the market structures and the characteristics of the economic sectors undergo dynamic processes, especially under the global financial and economic crisis. The monitored changes due to the evolvement of the crisis, as well as the expected short-term and medium-term changes are a strong, significant and real stress factor for the Bulgarian enterprises and their competitiveness. The changes cover the market potentials, the intensity of the competition within an industry, the number and type of operating competitors, the proportions among the strategic groups, the entry and exit conditions of the specific industry (horizontal competition), the entry barriers, the nature of the potential competitors and the threat by new entrants, the price-quality ratio and the threat by substitute products (vertical competition) respectively. Under the crisis conditions the business environment becomes much more indefinite. One of the hardest factors, determining the growing intensity of the competition within the economic sector is the stagnating and even decreasing purchasing power and respectively the market potentials. The long-term keeping of such states intensifies the competition, affecting the technical & economic optimums and the technical & economic minimums and making the players leave the industry. The strong pressure on the companies magnifies the risk components and respectively the returns. The cost control becomes crucial. The structure of the industrial branch is disturbed in view of the available equilibriums among the main ratios of the motive competitive features, between price competitiveness and non-price competitiveness, in direct relation to the types of the obtained market advantages and respectively allocation of the market shares. The intensification of this process is evident in most of the economic sectors by means of the indicators.

Suggested Citation

  • Radka Ileva, 2011. "Strategic Marketing Management: Status and Development of the Contemporary Bulgarian Companies," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 146-185.
  • Handle: RePEc:bas:econst:y:2011:i:4:p:146-185
    as

    Download full text from publisher

    File URL: http://www.ceeol.com/aspx/issuedetails.aspx?issueid=2d76e175-3600-460c-af43-731314689951&articleid=3a089b22-dae0-479e-bedf-d0bacbc5a7a2#a3a089b22-dae0-479e-bedf-d0bacbc5a7a2
    Download Restriction: Fee access

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    JEL classification:

    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bas:econst:y:2011:i:4:p:146-185. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Diana Dimitrova). General contact details of provider: http://edirc.repec.org/data/ikbasbg.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.