Strategiczne planowanie marketingowe w przedsiębiorstwach elektroenergetycznych

Krajowe przedsiębiorstwa elektroenergetyczne muszą w najbliższym czasie przygotować się do podjęcia efektywnej "gry" rynkowej z zagranicznymi koncernami działającymi na rynku energii elektrycznej Unii Europejskiej. Przedsiębiorstwa bodące uczestnikami krajowego rynku energii elektrycznej a od maja europejskiego,aby sprawnie na nich konkurować powinny wdrażać strategiczne planowanie marketingowe. W artykule zostaną, omówione podstawowe zasady strategicznego planowania działalności marketingowej .

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National electrical power supply companies; should soon be prepared for starting the effective market "game" with foreign syndicates operating in the electric power market of the European Union. This means that the bask strength of any company, as a result of electric power marketization, shall become its ability of implementing innovations, efficient functioning - based on cooperation of all its organisational entities, development of the socioeconomic environment, compatible with dynamics of external processes. The electric power market in Poland shows a number of weak points, among others, absence of a comprehensive strategy in developing the power-generating industry, unequal rights of the companies in the branch, high risk of possible and necessary changes in their activities. This resulted in slowing down the privatisation processes and difficulties in acquiring financial means for the necessary investment projects. The companies which participate in the domestic electric power market and, from May, in the European market, should implement strategic marketing planning for efficient competing. This planning includes not only the choice of markets on which the company would be able to compete but also defines the method of reaching permanent predominance on these markets. The article would also discuss the bask principles of strategic planning in marketing activities and in determining marketing strategies in power-generating companies.