MARKETING RESEARCH AND ANALYSIS COMPETITION AS THE SOURCE FOR CAPABILITY ADVANCEMENT

The dynamic environment of today's global market impose the need for continuing research with aim to lead a organization to knowledge applicable on efective marketing strategies. Such environment emplasizes the importance of building and maintaining good relationships with customers and with other participants in the value supply. In fact, attracting new customers and maintaining good long-term relationships with them is one of the very few areas in which is possible to create a competitive advantage. Modern business and its environment indicates the necessity of applying modern technologies, which provide direct and indirect benefits in the context of creating opportunities for business development. The process of marketing research should be focused on the analysis of competition, in order to provide more comprehensive analysis of the major influential force in modern markets and thereby outline the improvement possibilities. Research in marketing with a focus on competition analysis should provide answers about the possibilities of development, and market position maintenance that is characterized by frequent and unexpected changes in business environment.