Direcţiile de reorganizare a structurii întreprinderilor cooperatiste în baza viziunii de marketing şi abordarii logistice
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2023-12-08 20:25
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PETROVICI, Sergiu, GUDIMA, Ala. Direcţiile de reorganizare a structurii întreprinderilor cooperatiste în baza viziunii de marketing şi abordarii logistice. In: Analele Ştiinţifice ale Universităţii Cooperatist-Comerciale din Moldova, 2012, nr. 10, pp. 87-98. ISSN 1857-1239.
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Analele Ştiinţifice ale Universităţii Cooperatist-Comerciale din Moldova
Numărul 10 / 2012 / ISSN 1857-1239

Direcţiile de reorganizare a structurii întreprinderilor cooperatiste în baza viziunii de marketing şi abordarii logistice

Pag. 87-98

Petrovici Sergiu, Gudima Ala
 
Universitatea Cooperatist-Comercială din Moldova
 
 
Disponibil în IBN: 29 noiembrie 2013


Rezumat

Authors have examined in detail the field of consumer’s cooperation in Republic of Moldova in the long-term perspective by undertaking an analysis of growth rate and structure of retail sales, purchasing network of agricultural production, reequipment of bread-baking plants, level of services in catering etc. The consumer’s co-operation meets also the problem of legal acts implementation and cooperation between cooperative enterprises and local administration. To solve these problems the authors suggest a concept of marketing and logistics, adapted to the needs of potential customers and revision of cooperative companies’ strategy. A special interest is paid to reorganization of corporations on the basis of marketing and logistics approach (drawing no.4), which comprises the interference of 4 “P” of marketing mix (Product, Price, Place and Promotion) with the principles of logistics (7 “R”) – the right product with the right quality in the right quantity at the right time and right place to the right customer at the right cost. Authors suggest a sequence of stages for reorganization of cooperative corporations (drawing 6), which are preceded by: current market analysis, analysis of strong and weak points of corporation, analysis of market capacity, elaboration of strategy to reach company goals etc. In the final part of paper the authors make proposals to ensure the stability of company development, to optimize the organization and management structure, to improve the quality of services through implementing of new formats of cooperative stores “CoopPrim” and “CoopPlus”, sustained by an efficient logistic system.

Cuvinte-cheie
retail sale, purchasing network, cooperative entreprise, company goal,

market analysis