MARKET RESEARCH AS A STARTER OF THE DEVELOPMENT OF REHABILITATION ENTERPRISES

Abstract

The word rehabilitation is of Latin origin (sanacio) and means treatment, from the point of view of the economy of the company, rehabilitation means economic and technical-organizational measures that should contribute to the recovery of the company, in the sense of making it liquid and profitable again. A company is considered sick if, in the long run, it is unable to meet its obligations and operates at a loss. The causes of the disease can be external and internal. Financial difficulties, manifested in illiquidity and unprofitability, cause the need for rehabilitation. Initiation of remediation presupposes remediation eligibility, which exists if permanent recovery of the company is possible. Determining the suitability of rehabilitation involves examination and selection of measures, the implementation of which ensures the permanent recovery of the company, in the sense of re-establishing the financial balance and returning to the profit zone. This paper explores the food industry business market as an example, highlighting the key role of market research in successful economic recovery. Through this example, market research becomes a fundamental framework for identifying the changes that a company needs to implement in its operations in order to become more competitive. The example will show the market research of companies from the food industry. There is no successful economic rehabilitation without market research. This example can serve as a framework for market research, which provides answers to the question of what the company needs to change in its business in order to be more successful than the competition. The research results have significant implications for managers, experts and political decision-makers, providing them with information necessary for effective management of financial crises and ensuring the stability of companies, as well as a faster understanding of the competitive business environment.

Keywords

• market research
• rehabilitation
• competition
• financial balance
• profitability
• business monitoring