GAP ANALIZA Z Repač rujan 2010 SADRŽAJ

GAP ANALIZA Z. Repač, rujan 2010.

SADRŽAJ MARKETINŠKOG PLANA GAP analiza Trenutačna situacija Analiza prilika i prijetnji Postavljanje ciljeva Marketing strategija Plan aktivnosti Proračun Evaluacija i unaprjeđenje

EVALUACIJA USPJEŠNOSTI 1. Da li se ulazak stranog kapitala povećao od uvođenja ICPR-a? 2. Da li se broj ulagača povećao? 3. Da li je BDP zbog ino-ulaganja rastao? 4. Da li je izvoz rastao? 5. Da li se naš ugled i broj klijenata zahvaljujući ICPR-u povećao?

ANALIZA UPITNIKA

1. UNAPRJEĐENJE MARKETING STANDARDA - Nikakve aktivnosti 3 županije - Neke aktivnosti 4 županije • Web site updating • County promotion on conferences • Updating business zone data • Additional staff education • Promo materials and events • Promo missions

2. ZADOVOLJSTVO ICPR MARKETING STRATEGIJOM 1. Very satisfied II 2. Fairly satisfied II 3. Fairly unsatisfied III 4. Very unsatisfied Koliko će se moći koristiti u daljnjem radu?

3. ZADOVOLJSTVO REZULTATIMA NAKON CERTIFIKACIJE Ko nk rez ret ult ni ati ? Major marketing activities which have taken place • National and intl. fairs • Organizing visits to the county for intl. representatives • Web Page • Brochure, CDs and DVDs • Developing slogan • Investors guide in English, German, Italian • Web site for investment promotion • Taking part in investors conferences (Investor Café, Brussels) • Direct contacts with investors

4. OBNAVLJANJE INFORMACIJA ZA INO-INVESTITORE 1. Very satisfied II 2. Fairly satisfied III 3. Fairly unsatisfied I 4. Very unsatisfied I

4. PROCES UNAPREĐENJA INFORMACIJA ZA INO-ULAGAČE • Permanent contact with diff. institutions and municipalities • Monthly updating base • Obligation of the county depts • General information updated through ROP • No information on SME was updated • One person should be assigned for info. updating

5. KOMUNIKACIJA S POSTOJEĆIM I POTENCIJALNIM ULAGAČIMA 1. Very satisfied II 2. Fairly satisfied II 3. Fairly unsatisfied III 4. Very unsatisfied

KAKO SE KOMUNICIRA • Regular contacts with the most important investors • Phone calls, Mail • Visits • Only answering incoming inquires • No communication strategy • No tracking system • No responsible person assigned to the job

HOW THE PROCESS MIGHT BE IMPROVED? • Introducing lobbying • strengthen our network of specialized experts (financial and tax consulting) • Involving banks, funds, institutional investors • A zašto ne sami!?

6. DODATNO OBRAZOVANJE - TRENINZI • Different workshops • FIAS certificate • Marketing planning for business zones (organized by USAID) • Managing relations with investors (APIU) • Exchange of experience with other regions • Koliko relevantno za privlačenje FDI?

7. TRI NAJVAŽNIJA CILJA MARKETING PLANA Objective 1 Objective 2 Objective 3 Objective 4 Objective 5 6 7 8 9 10 11 12 13 Economic development Investment attraction Employment Increase manufacturing Income increase Competitive economy Transport and public infrastructure Human resources and quality of life Increase destination awareness Promotion of the region Communication of the region as investment destination Direct visits to potential investors Restructuring work intensive industries Stimulating technological dvlpmnt. Improving conditions for higher added-value goods production

8. NAJVAŽNIJI SEKTORI ZA FDI Sector 1 Food processing IIII Sector 2 Wood processing IIII Sector 3 Metal processing IIIII Sector 4 Logistic, warehousing IIII Sector 5 Tourism III Energy IIII ICT IIII Business services II Automotive industry I Recycling

9. ZADOVOLJSTVO KRITERIJIMA EVALUACIJE I ODABIRA SEKTORA ZA FDI U ŽUPANIJI 1. Very satisfied 2. Fairly satisfied 3. Fairly unsatisfied 4. Very unsatisfied II IIII I I

10. ZADOVOLJSTVO RAZINOM PRORAČUNA ZA FDI 1. Very satisfied I 2. Fairly satisfied I 3. Fairly unsatisfied II 4. Very unsatisfied II

PRIJEDLOZI ZA UNAPRJEĐENJE ICPR-a • Improving communication, cooperation and coordination with APIU • The possibility of presenting marketing activities in office of Croatian Chamber of Economy in Russia or Brussels

ZAKLJUČCI • Identificirane su potrebe za dodatnim unaprjeđenjima • Metoda rada će se temeljiti na interaktivnosti – S prilagodbama po potrebi • Potrebno je jačanje svijesti o važnosti FDI – Na svim razinama

H VALA