Marketing strategije trgovačkih preduzeća u BiH
Marketing strategies of trading companies in B&H

Summary/Abstract: Overall trade activity takes place between market purchases and sales market in very competitiveenvironment. Successful operation of commercial companies in such a competitive environment involves the application of modern forms of marketing strategies. In fact, changes in size and structure of trade companies in Bosnia and Herzegovina caused restricting of their management, and initiated the implementation of modern forms of marketing strategies in the business of commercial enterprises in our country. In theory and practice of commercial marketing, numerous of marketing strategies have been developed numerous of marketing strategies, but there are three basic: segmenting, differentiating and positioning. Therefore, successful commercial companies in Bosnia and Herzegovina are accepting target marketing in which they recognized the main market segments, selecting one or more of these segments by developing the offers of marketing mixes and programs customized for each of segment separately. In particular, this is the opportunity for companies with narrow assortment, aiming especially at the lower of market, so they can build their competitive advantage through the strategy mentioned above (for example , Bosnian company "Mega-M" is the exclusive distributor of white cement from Slovakia to Bosnia, supplying targeted groups of consumers: producers of building facades and warehouses and it successfully builds its competitive advantage). Then, commercial companies in Bosnia and Herzegovina, which are engaged in wholesale and retail trade in oil, oil derivates, mean of transportation (“Petrol”, “Hold the INA”, “OMV”, “Hifa”, car showrooms…),build their segmentation strategy and their competitive advantage, since they have clearly defined characteristics of the target segment. Even though, general commercial companies, including local commercial companies in Bosnia and Herzegovina, seek to build competitive advantage with differentiation strategy and defend themselves from upcoming competition of foreign commercial companies in our market. Relying on the knowledge of the peculiarities of the domestic market and knowing the pulse of the Bosnian buyer, they try to build their competitive advantage. And while the domestic commercial companies on the Bosnian market are trying to differentiate the package offer, relying on the knowledge of the average domestic consumers ,their habits and capabilities, at the same time foreign trade chains with already built regional reputation and position, have an advantage because potential customers in Bosnia and Herzegovina already know for them and had already formed perception about them as a reliable supplier of a wide range of quality goods, regardless of whether they are retailers ( Merkator , Konzum Tuš ) or commercial enterprises of selected range ( “Petrol”, “OBI”, “Merkur”, “Hold INA”).

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