The potential of using Bluetooth-based system as a part of proximity marketing in the Slovak Republic

Self Cite

According to statistics, the number of Slovaks who shop over the Internet is increasing year by year. Compared to the surrounding countries, Slovaks are clearly the leaders in online shopping. Increasing popularity of customers in online shopping leads to a significant decline in number of retail stores. This is a consequence of global technological change. However, businesses and especially retailers themselves can benefit from technological advances in this case as well. All you have to do is choose the right marketing tool. Such tools are undoubtedly the tools of proximity marketing that are used as a communication channel in retail stores. In this paper, we focus on proximity marketing tools that provide a means of creating a personal relationship between a customer and a vendor at the time of physical purchase by a customer in a store. Its aim is to support and increase sales in retail stores, increase consumer satisfaction and build a positive brand image. The aim of the paper is to analyse the possibility of using proximity marketing for Slovak consumers as one of the possibilities of reshaping of the retail environment. This analysis will be realized from demographic and also from psychographic point of view.

Section: Methodsmentioning

confidence: 99%

Reshaping of the retail environment due to internet as a global competitor

Gajanova

Nadányiová

2020

Self Cite

“…Despite the lower population compared to the other countries under comparison, the country has a better built infrastructure, well-established conditions for economic growth, and an optimal location for setting up operations. [14]…”

Section: Fine Selection Analysismentioning

confidence: 99%

The Importance of Probabilistic Analysis in the Application of the Marketing Strategy of the Selected Brand

Vrtaňa

Křižanová

2021

Entering foreign markets can be an opportunity for some brands. Expansion contributes to developing competitiveness, building a brand and increasing profits, which will be reflected in overall business performance in a market environment. In this article, we elaborate on the identification data of the Starbucks brand. We identify the international environment and the current marketing strategy of the brand. We also focus on defining its marketing performance with regard to the application of the current strategy in the international environment when entering the target foreign market. Based on the analyzed data on the brand and performance, we approach the probabilistic analysis in order to identify the right foreign market. The performed analysis consists of two basic stages. The first step is a rough selection analysis and a fine selection analysis. In the discussion part, we define the advantages and limitations of the brand’s entry into a new foreign market. We support the individual statements with the results of a coarse and fine selection analysis. We also describe the use and limitations of the brand’s cooperation strategy in the future. In the final part of the article, we identify the identified statements with the current marketing strategy and suggest the direction of its development when entering a new foreign market.

“…If a company decides to obtain its items from China, for example, it is likely that it will also want to discover other markets that it would like to penetrate because it has already established sources in China. It is almost as if once a company has taken the first step to source supplies globally, new markets and opportunities follow [23,24].…”

Section: New Opportunities and Marketsmentioning

confidence: 99%

Supply chain management in the aspect of globalization

Vidrová

2020

The world of logistics has also changed considerably thanks to globalization. The most important term of logistics is the supply chain (SC). With the advent of globalization, managing SC activities has become more complex. Supply chain management (SCM) is an integral part of most businesses and is essential to company success and customer satisfaction. Supply chains (SCs) represents the paths between suppliers and buyers (customers or consumers). The role of (SCs) is to ensure a product from inception all the way into a consumer´s hands. Marketing plays an increasingly important role in the process; it balances procurement by providing essential demand information and building the relationships that help improve the efficiency of SC operations. In order to reach as many markets as possible, these products must cross international borders. Without SCs, the products that suppliers produce would not efficiently get out into the world markets therefore are vital for markets all over the world. The aims of the paper are following: to define the concept of SC and SCM, to list what advantages arising from participation in global supply chain and finally, to refer the mistakes made by companies operating in international markets in SCM.