1. Senka Borovac Zekan, Croatia
ABSTRACT
INTRODUCTION
Situation in the Croatian textile industry for many years has been quite difficult. One of the major causes of the slow growth of the textile industry is the reluctance of existing firms to adapt to new market conditions. This situation is further worsened with the influence of global recession in recent years. Domestic textile industry is in a very disadvantaged position, because the business concept has not changed for decades as ultimately reflected in its position in the global competitive environment. Croatia is not the only country which experienced the effects of crisis namely in the textile industry. The crisis in textile industry is present in the whole world, mostly because of cheap labor from China and Eastern countries. The situation is difficult,, but not so black as shows us the example of small Croatian company Merkur. Merkur expanded into new markets and reported a remarkable growth in turnover of 5% which is an excellent result in today global crisis and a good indicator of future business. How did they do it?
RESEARCH METHOD
This paper was brought up using the case study method to present a successful small company that has managed not only to maintain the existing level of business in this time of global recession, but to enhance and expand into new markets. Using the case study method the authors were able to deeply and comprehensively analyze all of the key determinants of small business enterprises that have influenced the final successful result.
RESULTS
Using the tools of market research the owners of this company have received valuable information about the characteristics and appearance which should have the final product as well as the preferences of the target market. Among the other things, the management of the company has used new marketing tools in their marketing strategies. The Social Networks like Facebook and Twitter showed to have the greatest importance.
KEY WORDS: SME, business strategies, social networks global crisis
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Датум:
20.06.2011.
Бр. отварања:
785
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