20.500.12556/DKUM-10026 ANALIZA STRATEGIJE TRŽENJA DRUŽBE GORENJE D.D. NA TRGU SEVERNE AMERIKE THE ANALYSIS OF MARKETING STRATEGY OF COMPANY GORENJE D.D. ON THE MARKET OF NORTH AMERICA Podjetje Gorenje ima več kot pol stoletno tradicijo na področju proizvodnje gospodinjskih aparatov in je danes uspešna mednarodna korporacija z razvejano mrežo podjetij. Gorenje je eden izmed največjih slovenskih neto izvoznikov, saj znaša vrednost prodaje na tujih trgih skoraj 90 %. V diplomskem delu smo raziskali, kako deluje podjetje Gorenje na regionalnem trgu Severne Amerike. Jedro raziskave so predstavljali analiza dimenzije okolja, organiziranost Gorenja na tem trgu, strategija trženjskega spleta ter ne nazadnje smernice in predlogi za delovanje Gorenja v prihodnosti. The company Gorenje has more than a half of century tradition in the field of production of household appliances and it is a successful international corporation today. Gorenje is one of the largest Slovene net exporters, because the value of sales on the foreign markets is almost 90 %. In these diploma paper we investigated how a company Gorenje does business on regional market of North America. The core of the research represented analysis of dimension of environment, organization of Gorenje on this market and guideline and proposals for activity of Gorenje in the future. Gorenje trg v Severni Ameriki pogoji poslovanja okolje ZDA Kanada OEM-posli konkurenca strategije izdelek blagovna znamka cena distribucija komuniciranje Gorenje North American market conditions of business environment USA Canada OEM-business competition strategy product trademark price distribution communication true true false [T. Hlastec] Slovenski jezik Angleški jezik Diplomsko delo 2009-03-25 18:53:36 2009-07-16 14:01:45 2022-04-11 15:56:10 2022-04-15 03:34:14 2009 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 9918748 URN:SI:UM:DK:3KGFLTK3 UNI_Hlastec_Tea_2009.pdf UNI_Hlastec_Tea_2009.pdf 1 55574B4361E5FD51C8C17348E7CD497F 093d14650d02cd7bde1223104b7dfaa6b90a47ee1ac883cd8a0e925156f6097b b33538f8-7c02-11eb-bb7a-00155d0001ca 20.500.12556/dkum/aad3b4cd-fcf4-4b0f-a110-003f4acc7002 https://dk.um.si/Dokument.php?lang=slv&id=7909 Ekonomsko-poslovna fakulteta 0 0 0