globalna marketing strategija kompanije accion international
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8/12/2019 Globalna Marketing Strategija Kompanije ACCION International
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ACCION ()*+, +-,/0 *, * +)0*,* 0), -0 +--(0 , +--(* 9, 90.
ACCION I:0),:-,; * 9)-,*,)-0
9:+00; ,,:0; **@, *,(,,; *(-=-)0 9+,:0 ,),,.
1. Pojam mirofinansiranja
1.,-.-)(11.11.2"13.
Kotor, novembar 2013. god. 2
http://www.accion.org/http://www.accion.org/http://www.accion.org/http://www.accion.org/ -
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U000 ,0 +)-(,90 9* 2""5. (-* 0>*,)-- (-- )-$,9),,
-,=0 , 0 )-,9),0 0, - ,9(*)0? ,, , -9:=,)=,0 0*9?
),=-? 0=,. T0) H)-,9),0 - 0,=- 90 +-,=- * )0* ),=0?
0,,; , -=, -0+: 9=0 =
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,+-0 +-9,-. I,- * +-0:* 9*-0 9, 90+:-; ,, ACCION -)(,,, *)- 0
9,),>=,, 9, -, 9:,-=
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Slika 1. Primjer ACCION tampane reklame, 2002
Kotor, novembar 2013. god. 5
P-,@*; -, @0 =),::.N0- -9:-,9:=-; -, @0
9,*=,:.
O, 0 -/, 9)-,*0- ,0 +-9-=0 )0:0 --- 1"" , =)00 *0 ,- 9:- 0 -,. A :- 0 -/0- ,+),=: 0 =,
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Izvor: ACCION International (str. !"
3. Prva omer!ijalna "ana # svijet#
ACCION 0 +--(, 9:=,),* B,- S-,; +)=0 -0),0 ,0 , 9=0:* +-9=0@00
9*=- , +)0*0@,. O9-=,, * B-= 1!!2. (-0 B,- S- , 0 ,,
9)-,, 9,,, )-,. D-
2""2. B,- S- 0 +-*, 9=- 0:, 45.""" +)09=, )- ,99? 90)=9,
****@
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,0,)0. U -:-)* 2""2. (-0 ACCION 0 -- 9:),:0
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&.1. Nevladine or'ani(a!ije
N0=,0 -)(,,0 9* 90 :),9-)9,0 * ,0. O=- 0 - -,: -0 9, -9,
ACCION$-=? +,):0), - 9* +)-
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U -, 9*,, )0:-) ,0 =0@ , ,-= 9:-),: , )0:- +-0 0 =0@ - 9,0=0-
)-,99 09+0):,.
&.3. +elie "ane sa mirofinansijsim filijalama
O=- 0 - 0, - 9-),
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:0?--(* -(-=,),*@ 99:0. I,-= 0 +-),*0=,- ,9-=0 -*0 , )0:0
9*/00 +0: 90, * +-)0>0* 9, =0 -,:0 900 * )*( )/,=,, *
+)0=,,/0*
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+,):0)9 -0 * 0 0,, * -, 0 =- 9)-,
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U 2""2. (- +)-0*0 90 , 0 3 -, * /=0- 9, ,0 - =, -,), , , , - 4"$
6" -9-, -0 9* /=00 * 0,, * ),=-* - 0 9,- ,+-90-. !ACCION$= 0:
9* 9,- ,+-900 /00 *
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B,0 * A0); E--90 :0(),0 9, 90*0 ,(-9:0 9:)*0:0 , ,-=0 ACCION )0/0
+)09:,=, 0, : 9,9:,=0 - ACCION -9-,; -0 +),: +,):0)90 9::*0; :0/
-:)=,* 9)/; 9+)-=- ,,* +)-00; , * 09:, :- -/0 +-:),,: - =0 000.
ACCION CAMEL : +)*/, +)00:,* +-0:? ,,,; *9:,-=,, =
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-+0:0 ,,0 -(* +-9:,=: 00 )*(0 -(*@-9: -0 -< *=0 9* -)- 9:),/00.
O9:, +)-=- **0 9* * +)-(),0 -*0 , -9-0 +,):0)0 )-,99? 9::*,
, )0:, --=,,; 9:),/=,0 :)/
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$.4ond (a mala i miro red#(e6a
21 - -,), *-/0- 0 1!!4. * 9:=,),0 =09:--( -, , ,, )- +)0*0@,
,-,=, * L,:9- A0) , K,),. ACCION 0 - 0, - 0:) +)+,,
,9),,. T-- ,)0? -9, (-, , ),9+-,(,* 9* 90 ,
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:0=- +-9-=,0; -( -0( 0 0-(*@, +-9:-,-9: =0, *9:)0
*9+-9:,=,0 ),0, ,-0 +),90.
1:. Or'ani(a!iona str#t#ra i finansiranje
U 00)* 2""2. (-0 ; ACCION +)0*0 -=* -)(,,-* 9:)*:*)* 9, ACCION
I:0),:-,. ACCION I:0),:-, -9-0 +)09:,=, : )-,99? =09:-?
9:)*,, * SAD * - 90 ,,0 * B-9:-* V,** 9, -,
+,):0),. A, 0 * -*)0:90 9,(0 -, 0/ * =0- )-,99- 9*9:=*
0-( -9-,. T- -9-0 90 9,9:- -11
2" :0?? 9:)*,,
1! 9,=0:,
4 9:)*,, , :0?--(* MIS 9+0,9:,
3 9:)*,, , +-9-=* -**
4 9:)*,, , =09:0
A, +)09:,=, 9+-9--9: , ), -(-=-)-9: , :0)0*. T - =- -=* ,* *),- 0
+-:* ,,* -00,; ,- -00, , ,990 *9*(0 ,(0,- ,* , )0:0
=09:0. P)0- 5" +)?-, ACCION I:0),:-,$, * 2""1. (- -
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ti i administrativni fondU#noU#no f#n!ija tro>ova
Neto ove6anje sredstava i(oslovanja-aitala od neto ri=odaPromene # ra#novodstvenimrin!iima+al#ta5#"ita od #la'anja # filijaleU#no ove6anje # netoimoviniOd"or (a lividnost re(ervi
Neto imovina na oet# 'odineNeto imovine na dan 31.de!em"ra
1:331,,
:22$:3;123
173,
NBA,1221:$2;488
3:2$112;8!!
223NBANBA
:
223
2&
481
2$,312
1,$&71$$37;287
1$$
NBA3,$12,,13$3;426
,121:4;636
2,&1NBA1$1,
:
$:,
1$::
5;467
6;3"61;!"8
8"8!4!2;2461221
3;61!
6812;2"11;"621;"2"5!772,:
1;6412;54211:$
4136"NA
11633324
25"
1!;456
171
Izvor: ACCION International (str.89)
Kotor, novembar 2013. god. 17
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R- J,--=:; +-:+)090 )09*)9,; 9,:), , 90 -=, :)0 :0, ,9:,=: * **@-9:. A,
0 +)?- - 90 *=-9:)**0. U 9:- +0)-* 9,- 90 +)-0,: 9)09:=, ,=? =-), 9,
6" - 25; , =-) ,9),, +)=,:-( -),,, 9* +-),9 - 2" - 55 . S=0 =*,)-? ),=-? :)/*,)- -)(,,,, , +--@. J0, ,0:, 0 9+)-=00, 0 * SAD * -:-)* 1!!8.
(-0 ; -0 0 -:)=0- 900@0 - 0 *- , ACCION 0>*,)-* -)(,,*
- 0 ,- *:; ,, 0 :, 9:, ()*+, -(0,,),@ =0- -9,; , ),* 0 -(-=-) , ACCION 9* - *0:- +-:=,. K-)0:-;
0--, ,+0 9:*0 9*,, * -, 9, ACCION$ -=- ,- +),(,:, 0
+)9:*+ *,/,=,, 9)-,
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+-)-0 - (),0 , -,- =-* - -)/=? )-,99? 9::*, -0 9* ,0-
9+-9-0 , +--(* -, *. &,-= ACCION$, * 90:-)* -*,,; ,0- 9,
+)-$-- ),-, - ,)0:(, =)
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=--:0), - 9* +-*
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FINCA 0 *9*/=,, 18!;587 0,:, ,, 0 0+-=*0 ,, - 4" -, -,),; )0:0
9* *+),=, )- 2" +,):0)9? +)-(),, * L,:9- A0); A) =
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2 6pravljanje projektima: IPC 0 ,- *(-)-* 9,),* 9, -0), ,,, *
+)0:, )-$)0:),, ****@ R*9*; U),*; K,,?9:,; A)0* P,),(=,.
3 ankarski mena)7ment servis O 2""2 (-0; IPC , *+),=, 90)=9 9,(,9, 9, 15
,),? )-,99? 9::*, -)0:9,? * 9:-- *(-9:-- E=)-+;
S0=0)- A0); A) A. U -= 9:*,,; IPC ), 09:- ,*,* (,=,
09:, -,9: ,9,; ,- +). (00), 0,0); ,99 0,0) :. IPC *
=0@ 9*,0=, , 9=- *- =09:, * : 9::*,, , 0,0: 90)=9.
Tabela 1.2. regle! ACCION"a i n#egovi$ %on%&renata za 2''2. go!in&
ACCION G),00 O++-):*: FINCA F)00-
I:0),:-, B, I:0),:-, )-*(0)
S-(, V
-
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N0+-=*0,, -
),, 2""2. (.44" -,-,),
263 -,
-,),64 -, -,), 4" -,
-,),18 -, -,),
U*+-)0:),0 *2""2. ( .
82" -,-,),
2!2 -,-,),
127 -, -,), !8 -,-,),
P)-90,+-,, 575 -,), 11" -,), 237 -,), 518 -,), 75 -,),
P,, ),:0$+-=),:, ),:, !7.5 !8 !8 !7
Izvor: ACCION International (str.12)
13. )#d#6i i(a(ovi i mo'#6nosti
%enjanje "a(e lijenata i dinamie ind#strije
N0-- )-,99? :)/
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1$. Re'#lative
K,- 90 )- 0),? 9::*, , )-,9),0 +-=0@,=,-; =,0 ,(00; 9=0 =
-
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0,:,. N,+-+*,) -0 0 - 0
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+-:=, *:, , +),(-,=,0 ,,:? 9:-+,; 0) ?-= =- 0 0- *:0 ,
:),/0 , )0:, 0 0-9:,0.
Crno*orske mikro%inansiske instit/$ije( #I-9:=,)0 9* +)-
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O-:; )-,99, 9::*, MFI * C)- G-) +-9*0 - ,):, 2""6. (-0. D-
,,9 -9:=,), 0 0:- +)-: - 123 ?,0 0*),;
-
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*(*: , =
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0iterat#ra
1 B)- M.; HM)-,0 -) B,0)9 , I=09:-)9 ; MG),$; 2""!.
2 , V.; HM)-0--,; E--9 ,*:0:; B0-(),; 2"12.
3 *0?J.; L,0)N.; HACCION I:0),:-, ; ,)=,) B*9099 S?--; 2""3.
4 R?0 E.; HM,9:)0,( M)-,0 - 0( :- :?0 +--) 0(,; ()0 , ,0
- ,(0 B-=,; K*,), P)099; 2""1.
5 R?0 E.;HT?0 N0 -) - M)-0:0)+)90 F,0; K*,),; 1!!4.
6 .,-.-)( 12.11.2"13.
7 .,,).0 11.11.2"13.
http://hbr.org/search/John%20A.%20Quelch/0http://hbr.org/search/Nathalie%20Laidler/0http://www.accion.org/http://www.bankar.me/http://hbr.org/search/John%20A.%20Quelch/0http://hbr.org/search/Nathalie%20Laidler/0http://www.accion.org/http://www.bankar.me/
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