THE ELEMENTS OF STRATEGIC AND MARKETING PLANNING APPLIED IN THE CASE OF AVITAL COMPANY
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In the paper, the market and their variables are described,
creating the environment in which companies interact. The
methodology of market analysis is given as the way to
penetrate into new market. It starts with analysis of macro
and micro environment of the company, than analyse the
competitors and consumers, define market segments and the
strategies to run business. The global strategies of entering
the market are described as well as getting into new markets.