Poslovna izvrsnost, Vol. 7 No. 2, 2013.
Prethodno priopćenje
MARKETING STRATEGY OF CROATIAN RAILWAY FREIGHT TRANSPORT UNDER CONDITIONS OF LIBERALISATION
Jadranka Bendeković
; Ekonomski fakultet, Sveučilište u Zagrebu
Zlatko Marić
; Hrvatske željeznice, HŽ Cargo d.o.o.
Dora Vuletić
; Ekonomski fakultet, Sveučilište u Zagrebu
Sažetak
This paper describes the Croatian railway freight transport market and its adjustment to the oncoming process of liberalisation. Primary and secondary research has been carried out for the purpose of shaping a marketing strategy for rail freight transport in the process of liberalising the railway industry. The hypothesis that Porter’s model of five competitive forces can be successfully implemented in the Croatian transportation market has been confi rmed. The Croatian railway transport market is not saturated, and there is space for its dynamic development in the near future when railway liberalisation process
starts in Croatia. In the proposed model, the Croatian Railways Cargo should take a central position as coordinator of cooperation between buyers and suppliers at the place of multimodal transport operator in the provision of services “ from door to door” as a common product.
The goal of Croatian Railways Cargo would be to maintain a minimum of fixed costs and to achieve greater business fl exibility in a dynamic environment. Research results have confirmed that a commercial market orientation of Croatian Railways Cargo and its collaboration
with ports, suppliers and sub-suppliers, can place them at the leading position on the Croatian and Central and Southeast European freight transport markets. It is reasonable to expect that rail freight transport will play a more significant role on the liberalised transportation market than today. It can also be expected that foreign railway operators will take up a certain amount of the Croatian transport market (via X and V Pan-European corridors) and that they will try to impose themselves as competitive rail freight transport operators.
Ključne riječi
liberalisation; railway transport market; operator; competitive advantage; strategy; Croatia; European Union
Hrčak ID:
112690
URI
Datum izdavanja:
20.12.2013.
Posjeta: 4.614 *