Author(s):
1. Neven Seric, 2. Danko Uglešić, Faculty of Economics, University of Split, Croatia

Abstract:
The recession, coupled with the crisis events, does not have to result in a significant diminishment of the company’s market share. One of the possibilities for maintaining the market share is to adjust the marketing strategy. The guidelines for adapting marketing strategies are based on the predictable behaviour patterns of target customers. The current market practice inside the Republic of Croatia provides a basis for examining the relevant expert sample, thus elaborating the proposed model of forming an efficient niche marketing strategies during recession. The starting hypothesis is as follows: The marketing strategy of a market niche, adjusted to the predictable behaviour patterns of the customers, enables the preservation of the market share during recession. Hypothesis will be tested by the comparative analysis of the frequently used marketing niche strategies and their repercussions on the underlying market share. Marketing strategies modified for the use in niche markets also require a variation of the marketing mix. The adjustment is achieved by alterations done to the assortment, price, promotional and the logistical mix. This research aims at providing the proposition of a model for the formation of a niche marketing strategy that preserves the market share during recession.

Date of abstract submission:
24.01.2014.

Conference:
REDETE 2014 - Researching Economic Development and Entrepreneurship in Transition Economies