engleski

REGIONAL COMMUNICATION APPROACH – STRATEGIC CHALLENGE OR LATCHKEY CHILDREN SYNDROME?: THE CARLSBERG SEE CASE

In a dynamic and competitive marketing environment, companies strive for new markets, market segments/niches, strategies, market shares and, of course, larger profit margins. The above mentioned becomes obvious when we look at the growing interest in emerging transition/post-transitions markets, especially in South East Europe (SEE) region. Evidence(s)? Increasing numbers of consulting companies and agencies specialized in tracking and analyzing emerging markets and their potential ; successful exchange/transfer of knowledge through internal and external benchmarking projects ; successful organizational changes, etc. – not only in business sector, but in local communities and society in general as well. The purpose of this paper is, therefore, to depict the overall/interwoven societal and business potential of the South East Europe region, with special emphasis on the regional integration potential(s). Secondly, the paper will present the regional integration marketing strategy of Carlsberg South East Europe. By using standard case-study method combined with related theoretical background based upon relevant secondary data, authors will present relevant contemporary situation analyses and their key elements by (re)defining goals, describing the decision making process and resulting regional approach, regional centers and the regional business evenness (standardization) principle. Empirical part of this qualitative research is based upon series of in-depth interviews with managers representing Carlsberg South East Europe. Finally, the paper offers practical examples and challenges of strategy implementation by presenting regional marketing communication strategy and tactics at the (specific) brand level. All related stakeholders and processes are thoroughly analyzed in order to provide valuable insight in best-practice experiences that could easily be considered as useful benchmarks for entities in wider geographical/political region.

marketing; regional strategy; South East Europe

nije evidentirano