Implementation of Modern Methods of Marketing Analysis in Microenterprise in Confectionery Branch
Implementation of Modern Methods of Marketing Analysis in Microenterprise in Confectionery Branch

Summary/Abstract: The ability of adjustment of enterprises to changing conditions in environment is one from the factors deciding of market success. The turbulent changes in environment need the correct recognizing of character of those changes and their structure and direction. The marketing concept arrived after a series of other orientations that marketing companies underwent during the 20th Century. Initially there was a production orientation where a company focused upon the science of manufacturing. Then there was a product orientation where a business is not only focused on the production processes but also upon the quality and desirability of a particular product. The main problems are choosing the methods of analyse and marketing researches of environment to recognize different aspects by comprehensive way. The aim of article is an attempt to define the research instruments to identify threats and opportunities in SMMEs. The article presented the system analysis researches by marketing audit of microenterprise in confectionery branch. The researches were conducted in SMMEs by direct interviews and by Internet.

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