Budowanie pozycji rynkowej i zdobywanie przewagi konkurencyjnej na przykładzie Danone sp. z o.o.
Building Market Position and Achieving Competitive Advantage – Based on Danone Ltd. Experience
Author(s): Barbara Kowrygo, Magdalena CieślińskaSubject(s): Business Economy / Management, Organizational Psychology, Marketing / Advertising
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: Danone’s market offer; strategies; consumer behaviour;
Summary/Abstract: Purpose of the article: An aim of this paper is to present the creation of market position and gaining the competitive advantage on Danone Ltd. experience. Research approach: The paper uses secondary and primary sources of information. The latter was collected through a questionnaire-based survey of 150 respondents. Key findings: In the respondents’ opinion, the factors determining the Danone’s competitive advantage are: strong advertising, presence in different market segments, good positioning, rich offer and wide accessibility. Practical implications: It is stated that Danone, in order to be noticed in the market, uses different strategies, including the community engagement strategy.
Journal: Handel Wewnętrzny
- Issue Year: 2013
- Issue No: 4
- Page Range: 4-14
- Page Count: 11
- Language: Polish