PRODUCT-MARKET PROFILE OF THE MAIN COMPETITORS IN THE OUTSOURCING SECTOR IN BULGARIA AS A KEY STRATEGIC INSTRUMENT

Abstract

The main goal of the current publication is to represent a product-market profile as an essential strategic instrument in the companies from the outsourcing sector in Bulgaria. In this article, we use the product-market profile to identify competitors' profiles and to define the intensity of competition in the outsourcing sector in Bulgaria. There is a specific methodological framework that helps to complete this goal. It consists of three main steps. Firstly, thirty-five competitors fell within the sample of research. Secondly - based on the preliminary study, different categories` and subcategories BPO and ITO services were defined. After that, we determine the competitors' portfolios and the depth of BPO and ITO services they provide in Bulgaria. Thirdly - we identify aggregate service profiles for the outsourcing sector as a whole, which helps determine the intensity of competition for each service category. The intensity is a result of the number of companies offering one or another outsourcing service.

Keywords

• product – market profile
• bpo
• ito
• human resources
• sustainable capacity