Offer alternation at local market: Case study Terranova Serbia

• Published in: Marketing
• Main Authors: Jovanović, Aleksandar, Mihić, Marko, Damnjanović, Vesna
• Format: Article in Journal/Newspaper
• Language: srp
• Published: 2013
• Subjects: Project; offer adjustment; Terranova; local market; Serbia
• Online Access: http://scindeks.ceon.rs/article.aspx?artid=0354-34711302173J

Primary goal of the contemporary companies imposes monitoring of customer needs and appropriate responses to them, in order to achieve a significant competitive advantage in terms of profit growth and increased market share. In this sense, it can be concluded that the adaptation of supply accordingly to consumer needs presents a very significant component of increased competitiveness and overall business performance. This is achieved through adjustment of offered goods, by taking care of the consumers' needs and the efficient circulation of information from local vendors who are in direct contact with customers and senior decision making management levels. In this paper, authors analyze offer adjustment to the local market on the example of TEDDY S.p.A., at Serbian market, identify importance and role of project management in defining what the organization offers, and analyze project management of offer adjustment. Through selected case study, example of process of defining new company offer in accordance with the characteristics of the local market is presented as well as its impact on profitability growth. Furthermore, the role of offer adjustment in creating the market position of the organization is presented as well as the necessity of implementing such a project in time of expressed differences in the needs of consumers in different local markets.