Маркетингово планиране на малки и средни предприятия в контекста на присъединяването на България към еврозоната
Marketing Planning of Small and Meduim-Sized Enterprises in the Context of Bulgaria’s Eurozone Accession

Author(s): Gergana Todorova
Subject(s): Economy, National Economy, Business Economy / Management, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: marketing planning; small and medium-sized enterprises; euro; digital platforms; pricing
Summary/Abstract: This report examines the impact of Bulgaria’s accession to the Eurozone on the marketing planning of small and medium-sized enterprises (SMEs). Marketing planning is viewed as a process of environmental analysis, goal formulation, channel selection, and resource allocation, in which the alignment between marketing and financial decisions is critical. For SMEs, this alignment is particularly important due to limited resources and the need for measurable results. Accession to the Eurozone changes the conditions for planning and evaluating digital campaigns. Key advantages include the elimination of currency risk, harmonization of prices and tariffs within the EU, easier access to international markets, and more accurate budgeting in a single currency. This improves KPI comparability, reduces transaction costs, and facilitates financial control. The transition also creates challenges for SMEs: costs related to system adjustments; the need to update digital advertising accounts and payment profiles or billing data; and efforts required to reconfigure BI and tracking systems. The Eurozone offers opportunities for greater transparency, predictability, and easier integration of financial and marketing planning, but the success of the transition depends on SMEs’ investments in digital skills, systems, and processes.

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