Romanian paint market in times of crisis
Romanian paint market in times of crisis

Summary/Abstract: The purpose of this study is to examine how companies in the building materials industry of Romania are affected by the economic crises, to assess the effects of marketing strategies on company performance in the present conditions and to identify a pattern that can help companies to maintain successful performance despite the turbulences in the operational environment. Crisis come and go, it’s the decision to adapt the company’s strategy accordingly that makes a winner. A qualitative method was chosen for this research, and the empirical data was gathered from four companies in the Romania paint sector: Policolor, Fabryo, Deutek si Caparol. The findings show that the Romanian paint market as well the entire Romanian economy were affected by the present market conditions and have implemented several changes in their marketing strategies. This research can be useful for companies in the building materials industry, in order to help their management recognize the necessity of a proper business and marketing strategy that would support their activity along the development of the crisis and during the port-crisis situation. Conclusions and recommendations identify the strategic changes most likely to achieve that outcome, measured mainly in terms of sales, market share and profitability

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