Valuation of the parameters important for the appearance of Serbian enterprises in new markets

Abstract

The subject matter of the research study conducted in this paper is reduced to the valuation of the parameters important for the appearance of Serbian enterprises in markets new to them, market niches or target foreign markets. The study is focused on the observation of the business plan of an enterprise, i.e. on the assessment of the justification for the implementation of an appropriate business idea, with the task to ensure that the enterprise will conquer additional markets, which can ensure the expected business result in interaction with tracking consumer demand, creating a quality marketing plan, innovations in doing business and with appropriate government support. The paper has the purpose to determine an adequate framework of the appearance platform and demonstrate the results of the forecast for conquering new business niches by national enterprises, also including business internationalization, and give an interpretation of the outcome in the context of the ruling business policy. The imperative of correlational analysis is to illustrate the strength and direction of the connection between the variables – the enterprise size, the level of business operations, the length of business operations and the business activity with the factors – the product quality and the after-sales service, the product price with which it appears in a new market, financial investment, the education of the management/employees, the government support level and the image of the country of origin of the enterprise when penetrating foreign markets, important for them to conquer those markets. The methods used in this research study are the hypothetical-deductive, analytical-deductive, and comparative methods, the historical and statistical-descriptive methods, and the comparative statistics methods (the ch2 test, ANOVA).