THE ELEMENTS OF STRATEGIC AND MARKETING PLANNING APPLIED IN THE CASE OF AVITAL COMPANY

In the paper, the market and their variables are described, creating the environment in which companies interact. The methodology of market analysis is given as the way to penetrate into new market. It starts with analysis of macro and micro environment of the company, than analyse the competitors and consumers, define market segments and the strategies to run business. The global strategies of entering the market are described as well as getting into new markets.