Katedra Marketingu

Nitra, Slovenia

Katedra Marketingu

Nitra, Slovenia
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Rovny P.,Katedra Marketingu | Kovacikova E.,Katedra Odborneho Jazykoveho Vzdelavania | Peprny A.,Mendel University in Brno
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis | Year: 2010

The objective of the paper is to evaluate the price development of the chosen commodities in plant production in Slovakia and to focus on the factors influencing the increase or decrease in the price of commodities on the domestic and foreign markets. In 2008 the prices of the products in a year-onyear plant production increased by 1.6%. The price of the plant products, including fruits and vegetables recorded the biggest increase since January 2008 until October 2008. The biggest increase in prices was recorded in June (increase of 52.7%). The high prices of oil plants and legume were one of the causes in a year-on-year price increase (oil plants increase by 23.3% and legume -15.7%). Price development on the domestic market of cereals and oil plants was influenced in the first three terms by growing stock-exchange value and the high demand from the side of foreign buyers connected with the increasing production of biofuels. On the other hand, in the last term of the year 2008, there can be seen the rapid decrease of the prices of cereals and oil plants because of the high production and the development of the world prices. The prices of fruits, evaluated in 2004-2008, recorded the biggest increase in January and February 2008 (in January 2008 - increase by 22.1% and February 2008 - increase by 23.2%). Prices of vegetables slightly grew in the monitored period. The biggest increase was recorded in December 2006 and in January and February 2007 (more than 15%).


Peprny A.,Mendel University in Brno | Kubickova L.,Mendel University in Brno | Rovny P.,Katedra Marketingu
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis | Year: 2010

At the time of increasing globalization and homogenization of the global markets, the development of information infrastructure technology and world market becomes accessible not only to large multinational companies but also for small and medium-sized enterprises (SMEs). This has resulted in increasing competition in the domestic market which domestic firms have to face. Therefore the process of internationalization of business is a step that allows businesses performing their activities in the domestic market to enter foreign markets and to exploit the opportunities and potential which these markets offer. The paper is focused on the draft of the method for quantification of the factors, which determine the success of the SMEs in foreign markets. In the proposed method the multidimensional assessment of indicators of success of SMEs in foreign markets are used, ie. not only the proportion of sales from exports is observed, but also the profitability of international activities in an absolute and in a relative rate. Other indicators of success are the satisfaction of the company management with international activities and the success of achieving defined targets for business activities in foreign markets. Evaluation is made up of both the objective and the subjective indicators of success. Among the objective indicators of success is included the intensity of international activities of SMEs, which is detected as the sum of revenues generated from international activities in relation to total sales company, the profitability of international activities, (ie. whether the foreign activities are profitable or not), and the relative profitability of international activities, where it is ascertained whether the foreign activities generate higher profit than the activities at the domestic market. The next subjective indicator of success is the success of objectives - it was found how many objectives related to operations in foreign markets has been achieved. Another indicator is the subjective satisfaction of the company management with existing activities on foreign markets. Overall performance on foreign markets of the company is quantified using an assessment of objective and subjective indicators of success. Using the defined evaluation it will be possible to determine which of the SMEs are more and which are less successful in foreign markets. Finally, this evaluation will be used for future research aimed at identifying characteristics affecting the success of SMEs in the foreign markets.


Nagyova L.,Katedra Marketingu | Rovny P.,Katedra Marketingu | Stavkova J.,Mendel University in Brno
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis | Year: 2010

The aim of the paper is to highlight the perception of the quality of edible oils and preferences of the Slovak consumers for the oil purchase as well as the factors that can affect the purchase of oil, respectively the consumer decision-making. In order to obtain primary data was used the method of questionnaire investigation. In the questionnaire research there were 664 respondents from all over Slovakia involved. The results of marketing research showed the different approaches to assessing the quality by Slovak consumers. Nearly 54% of respondents connect the food quality with health certificate, high-quality ingredients and freshness. Brand quality SK is known by 58% of respondents. The raw material from which is oil produced, oil clarity, thermal stability and color are features that respondents prefer when purchasing the edible oils. To know the content of essential fatty acids was interesting only for 7.44% of the respondents. Slovak consumers prefer sunflower, olive and rapeseed oil.


Horska E.,Katedra Marketingu | Smutka L.,Czech University of Life Sciences | Maitah M.,Czech University of Life Sciences
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis | Year: 2012

This paper deals with the impacts of the economic crisis on the world trade in order to highlight the mutual interdependence of the development of the world output and trade. The paper observes mutual correlation in development of the world trade and output. The results of the analysis indicate that changes in the value of world GDP and world trade are correlated by more than 90%. It is important to mention that in the years 2000-2009, the value of world trade and world output increased significantly (although in 2009, a significant decline in both value and volume of global production and trade was recorded due to the crisis). In relation to the world trade, it should be noted that its commodity structure is dominated by trade in manufactures. The crisis that occurred in the period 2008-2009 greatly affected the world economy and trade in particular. In this respect it should be pointed out that the crisis mainly affected trade in manufactures and then trade in fuels and mining outputs in terms of both absolute and relative indicators. Agrarian trade dealt with the crisis the best and the impact of the crisis on development of its values and volume was the least significant. This verifies the fact that agrarian and food products tend to be the most resistant to the crisis (on contrary, in times of global economic growth or reconstruction, the trade in agrarian and food products shows lower degree of elasticity in relation to the global GDP growth in comparison to other segments of commodities trade).


Mura L.,Dubnica Technology Institute in Dubnica nad Váhom | Gasparikova V.,Katedra Marketingu
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis | Year: 2010

In the world the interconnection of national economies and internationalization of economic processes occur. In turbulent changing business environment only those companies that understand the current trends in global economy may survive, develop and prosper. Therefore, the issue of internationalization for most companies becomes to be more important and the process of internationalization is the way how to stand this increasingly competitive environment. In presented contribution, the attention is paid to issues of internationalization of Slovak food industry enterprises such as their way of business internationalization, percentage share of foreign - trading activities on overall business activity, company evaluation of business internationalization or barriers of foreign markets penetration that researched companies have to deal with. Small and medium-sized enterprises (SMEs) are the engine of the Slovak economy, generator of development, innovation, growth and they employ more than 60% of employees. Almost all businesses operating in agri-food complex have character of small and medium enterprises. The results of carried research have shown that small and mediumsized companies are considered to be successful in operation on foreign markets in surrounding European countries.


Kubicova L.,Katedra Marketingu | Lusnakova Z.,Katedra Marketingu
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis | Year: 2010

The present social and economic conditions in Slovakia participate to the behaviour differentiation of individual households on the consumer market. It is possible to speak about changes both in the positive and negative sense of word. The positive impact can be observed in the inter-annual increase of the population revenues especially in the years 2006 and 2007 (by 13.86 % and 12.05 %) in connection with greater possibilities of the employment growth and employment on the work market of the EU member countries. The negative manifestations can be seen within the low income household groups because they represent a great part of households in Slovakia. In spite of the fact that the final consumptions and expenditures of private households increased from 56.3 % in 2000 to 58.3 % in 2005 and it was manifested in GDP, and the growth of the population standard purchasing power increased from € 5400.00 to € 7700.00 per inhabitant (Eurostat 08), Slovakia is within the EU-27 countries at the lower bound of the achieved purchasing power standard (the Eurozone average is € 14000.00). Over the decennial period (1998-2007) the average annual monetary revenue increase of private households was 7.62 % and in 2007 it represented a nominal value of € 4158.269 and in the real expression it was € 4105.009 per a household member. In the past years the economic development in Slovakia (GDP growth by 10.4 % and the final household consumption by 7.1 % in 2007) enabled, at the average annual income growth by 7.62 %, an increase of consumption expenditures by 6.59 % for foodstuffs and for non alcoholic beverages by 3.66 %. This development is confirmed by income-demand analysis results.


Kleinova K.,Katedra Marketingu | Lusnakova Z.,Katedra Marketingu
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis | Year: 2011

In a market situation, where the products of competing companies are becoming more similar, whether in quality or price, it is still necessary to look for new and new tools that should properly differentiate the various products or services from the competitive company. Undoubtedly one of these tools is the image that has become an essential part of marketing. Image is essentially the idea, symbol, which the consumer associates only at the mention the name of the product or company. Image performs several tasks. First, its role is to eliminate the anonymity between producer and consumer and on the other hand, image subjectively facilitates a customer orientation to market and thus facilitate decision making. Customers are fed up with information on the products and services, and so they replace the lack of objective knowledge by creating their own ideas. Sometimes these ideas may be even stronger motive to buy properties as the actual product.

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