Postići uspjeh na tržištu i pritom ostvariti dobit, cilj je svakog poslovnog subjekta. Promjene na tržištu događaju se brže nego ikad, od znanstvenih do promjena u vrijednostima i percepcijama.
Tehnološke inovacije primjenjuju se u svim sferama života, a kupci su postali sve zahtjevniji i informiraniji. Inovativni proizvodi postali su ključ poslovanja i napretka, želje kupaca pokušavaju se ispuniti u potpunosti, a tržište poslovne potrošnje zahtjeva studioznost prilikom donošenja strateških odluka i sklapanja poslova.
Poslovnim subjektima željnim uspjeha, nije dovoljno imati inovativni proizvod. Znati analizirati, donijeti pravu marketinšku strategiju i primijeniti istu na tržištu poslovne potrošnje koje poštuje propisane zakone, ali neizbježan je ljudski faktor, znači uspjeti. Razumijevanjem i implementiranjem strategije pozicioniranja teži se postati prvi izbor kupaca, što u konačni donosi komercijalni uspjeh i dobit.
Na temelju empirijskog istraživanja koja su provedena, došlo se do rezultata koji pokazuju zakonitosti prilikom pozicioniranja inovativnog proizvoda na tržište poslovne potrošnje. Kupci su spremni podržati hrvatski proizvod s posebnom pažnjom na potrebe ekonomskog karaktera, gdje je glavna korist financijska uz neizostavni vremenski faktor. Uz posebice kvalitetne postprodajne usluge hrvatski poslovni subjekt može si osigurati kvalitetno pozicioniranje proizvoda prvog izbora na tržištu. Dobiveni parametri, karakteristike i vrijednosti koje odgovorne osobe u poslovnim subjektima smatraju neophodnima za pozicioniranje inovativnog proizvoda kao prvog izbora prilikom kupnje, primjenjivi su uz određene preinake i na drugim proizvodima koji ne spadaju u skupinu inovativnih, a potrebno im je repozicioniranje.The goal of every business is to gain profit by achieving success in the market. With the increased pace of scientific and technological development, and the evolving values and perceptions of people, the changes in the market happen much more rapidly than ever before.
While the development and deployment of technological innovations benefit all aspects of our lives, customers have become more informed and demanding, competition more intense. Customers are willing to support local, Croatian, products if it makes good consumer sense to do so. Their top concern is price, closely followed by the time necessary to receive the product and start using it. Croatian companies can position their product to be the first choice in the market place through providing high-quality after sale services. Innovative products have become one of the keys to any successful business; they promote progress, driven by the desire to fulfil customer needs. Participating in the business to business market demands meticulousness and a thorough knowledge when making strategic decisions and signing business agreements.
Innovative product will however not guarantee success for businesses. With regard to human factor, analysing and diagnosing the situation, developing the right marketing strategy, applying predetermined rules of business spending destined to result in success. Understanding, selecting and implementing positioning strategies will lead to becoming the first choice of customers, which in turn bring commercial success and profit.
The scientific studies conducted demonstrate that there are certain principles which must be taken into account for effectively positioning an innovative product into an existing business to business market. Positioning an innovative product based on values, perceptions and characteristics of the buying decision makers of businesses push it to become the first-choice option. By applying a similar methodology as above, the same level of success can be achieved for existing products through repositioning
