MARKETING REPOSITIONING OF COMPANY UNDER INFLUENCE OF THE E – COMMERCE

Abstract

The scope of this paper, concerning the power of modern communication and electronic commerce on Marketing Strategy of Company, has been shown. Through this paper we shall introduce model in which the power of e-commerce can be used for the benefit of the company. Since in modern business, information is of extreme importance, Internet offers practically virtually unlimited possibilities for Marketing Repositioning of Company. On the other hand abundance of information leads toward information overflow, this is especially problematic for decision makers who have a problem to pick a right source of information. Market has become very turbulent, so Companies must frequently change Marketing Strategies. In the past, Marketing Strategies were established for longer periods, but today Marketing Strategies beyond a year are not valid. Model of Marketing Repositioning showing in this paper, become less risky, less time-consuming and it is more accurate. Presented model is based on the external factors which has been significant for creating new marketing strategy. In the former last decades huge technological, economical and socials changes had been occurred. That changes created new economical circumstances in which company has to found out own path to success. One of risky strategy is marketing foundation based on new product, but in practice subject strategy is most efficiency. Model is based on domestic and foreign experience, theoretically as well as practically. Only during synergy of practice and theory it is possible to create powerful marketing repositioning. Research and investigation indicated that fast wrights decision is hardly to done. Model negligible internal factor and internal power is of very much importance for exactly functioned. Although, model is created as module implementing as similar models which is dealing with internal factors. Scope of demonstrated model is to create powerful reverse relationship to market for knowledge base creating. That knowledge base could serve as initial point for long term marketing strategy planning. Through constantly marketing investigation and marketing changes monitoring is possible for better business gaining. Even that, presented model requires constantly evaluation and using. Market is constantly changed and new demand makes situation very hardly for positive Business results.