ELABORAREA STRATEGIEI DE MARKETING LA SC SA

ELABORAREA  STRATEGIEI  DE  MARKETING LA  SOCIETATEA
QUADRANT  AMROQ  BBOTTLING  COMPANY  ROMANIA  ( PEPSI - COLA )
INTRODUCERE
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CAPITOLUL I : ELABORAREA  STRATEGIEI  DE  MARKETING
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1.1. Rolul strategiei de marketing pentru atingerea obiectivelor firmei
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      1.1.1. Strategia de marketing si relatiile sale cu politicile si
tacticile de marketing                        6
      1.1.2. Locul strategiei de piata in activitatea de marketing
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1.2. Fundamentarea  strategiei de marketing
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1.3. Tipologia strategiilor de marketing
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1.4. Marketing mix - insemnatatea lui in concretizarea strategiei de
marketing                         21
       1.4.1. Conceptul de marketing - mix
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       1.4.2. Elementele unui mix de marketing
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CAPITOLUL II : PIATA  INTREPRINDERII, REALITATE  COMPLEXA  SI
                              DINAMICA
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2.1. Continutul pietei intreprinderii
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       2.1.1. Definirea unei piete
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       2.1.2. Concepte cheie
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2.2. Dimensiunile pietei intreprinderii
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       2.2.1. Structura pietei
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       2.2.2. Localizarea pietei
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               2.2.2.1. Gradul de concentrare a pietei
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               2.2.2.2. Gravitatia comerciala
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      2.2.3. Capacitatea pietei
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2.3. Dinamica pietei
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       2.3.1. Raporturile intreprinderii cu piata
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       2.3.2. Factorii dinamicii pietei produsului
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       2.3.3. Cai de dezvoltare a pietei intreprinderii
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2.4. Profilul pietei intreprinderii
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CAPITOLUL III : ANALIZA MEDIULUI DE MARKETING AL SOCIETATII
                               Q.A.B.C.R. ( PEPSI COLA )  S.A.
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3.1. PEPSI COLA pe plan mondial
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3.2. PEPSI COLA in Romania
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3.3. Analiza mediului extern al firmei QABCR
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       3.3.1. Analiza micromediului firmei
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       3.3.2.Analiza macromediului firmei
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3.4. Analiza mediului intern al firmei QABCR
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       3.4.1 Resursele  financiare
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       3.4.2. Resursele materiale
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       3.4.3. Resursele umane
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3.5. Analiza SWOT a firmei QABCR
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CAPITOLUL IV : IMPLEMENTAREA STRATEGIEI DE MARKETING LA
                               SOCIETATEA Q.A.B.C.R. ( PEPSI COLA ) S.A.
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4.1. Planul strategic al firmei pe perioada 1997 - 1999
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4.2. Actiuni intreprinse pana in prezent pentru produsul PEPSI COLA
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4.3. Alternative strategice ale firmei
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      4.3.1. Strategii de produs
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      4.3.2. Strategii de pret
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      4.3.3. Strategii de distributie
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      4.3.4. Strategii de promovare
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CONCLUZII
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BIBLIOGRAFIE
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