CUSTOMER VALUE PROJECTING IN FUNCTION OF COMPANY'S COMPETITIVE POSITION ANALYSIS

Customer profitability analysis and the projection of the future customer value are the basis of  competitiveness and company market position improvement. Consequently, those inputs are crucial in order to provide useful information on profitability of domestic market and perspectives of future development to potential foreign partners. Targeting customers with the gratest value potential is of the highest importance for companies. Pareto’s rule shows that 20% of customers generate about 80% of profit. Furthermore, analyses indicate that in some companies, 1% of customers generate 50% of profits, 4% of customers generate 25%  of profits approximately, while more than half of customers are unprofitable. In line with that, customer profitability analysis can identify big clients who are unprofitable for the company. There is a great deal of measures that help marketing managers to identify profitable customers, such are: Past customer value, Share of wallet, RFM, CLV. It is necessary for companies to research a quality of relationships with business subjects who are the members of their business network. Concept „30 Rs“ indicates 30 types of relationship which exist in interaction of company’s stakeholders. Successful implementation of this concept is helpful for companies in their efforts to target strategic value stakeholders.

Key words: Relationship marketing, customer value measurement, foreign capital.

JEL Clasification: M31