M. Poterio penkių konkurencinių jėgų, atliekant marketingo tyrimus, galimybės

Abstract

Marketing analyses often confront a problem what kind of marketing investigation method to use. Most authors who write about marketing competition offer different methods of analysis, M. Porter introduces a five forces method. The method deals with the external politics of company. This information, however, is not enough. In marketing analysis, all sides of the company must be analyzed: both external and internal policies. We have to collect all the information about the company, market, competitors, etc. Porter's five forces model is useful when collecting information about customers, but less beneficial when analyzing substitutes, competitors, and suppliers. R. Jucevičius adapts this method to the Lithuanian markei and offers lo add one more force of competition, i.e. state institutions.