Creating a competitive marketing strategy for B2C businesses through market research: analysis of the chocolate market in Macedonia

Jovanov, Tamara (2011) Creating a competitive marketing strategy for B2C businesses through market research: analysis of the chocolate market in Macedonia. Conference Proceedings, 19th Annual Conference Marketing and Business Strategies for Central&Eastern Europe.

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Abstract

The consumer market in Macedonia and the chocolate market in particular, is overtaken from many foreign brands. The domestic companies are loosing market share to the competitors with stronger strategies. This paper shows the weaknesses in the current strategies of the domestic companies through case study of the 2 largest confectionery producers in Macedonia and discovers the consumer behavior and preferences toward FMCG and chocolate, analyzing a purposive statistical sample of 300 consumers (October 2009). The applied research technique was questionnaires. The analysis indicates that with the adequate market research a competitive and successful marketing strategy can be created.

Item Type: Article
Subjects: Social Sciences > Economics and business
Divisions: Faculty of Economics
Depositing User: Tamara Jovanov
Date Deposited: 26 Nov 2012 08:15
Last Modified: 14 Aug 2018 10:38
URI: http://eprints.ugd.edu.mk/id/eprint/1926

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