Market-oriented Logistics in Bulgarian Trade and Manufacturing Enterprises

Abstract

Logistics activities are important for the success of a business organization. They are a continuation of many marketing processes, including analysis of markets, product development, communication and sales. Logistics must ensure that material flows in an efficient way across the supply chain, conforming to customer requirements at reduced costs. To this effect, it is essential that enterprises should have a high level of market-oriented logistics because this is the main way to achieve business goals. The article explores the level of market orientation of logistics in Bulgarian trade anmanufacturing enterprises and reveals the main tendency in the country. To achieve this goal, the research is focused on three main research categories - the relationship of the companies with their suppliers and customers, applied supply chain management practices, and packaging activities. All of the categories are explored in depth. The results and discussion are based on a theoretical overview and the analysis of quantitative data collected by a survey conducted in the 2014–2015 period. The main conclusions reveal that the market orientation of the logistics in Bulgarian enterprises as a whole is comparatively weak, and some differences between the sizes of enterprises could be found, notwithstanding that customer focus is put at the centre and considerable progress has been achieved.