20.500.12556/DKUM-10906 SEGMENTACIJA TRGA UPORABNIKOV MOBILNIH TELEFONOV ZNAMKE MOTOROLA SEGMENTATION OF THE MOTOROLA USERS ON THE MARKET Segmentiranje trga uporabnikov mobilnih aparatov znamke Motorola je delo, ki je nastajalo v daljšem časovnem obdobju in sicer med septembrom 2007 in majem 2008. Prineslo je kar nekaj zanimivih ugotovitev iz področja mobilne telefonije, o katerih do sedaj nisem razmišljal, saj sem gledal na trg skozi oči prodajalca in se nisem postavljal v kožo uporabnika. Vedeti je potrebno, kaj potrebuje povprečni uporabnik mobitela. Moje gledanje na mobilne aparate je pristransko saj sem tehničen človek, ki išče popolnoma druge stvari pri mobilnih aparatih. Z omenjeno raziskavo trga pa sem pridobil podatke, ki bodo meni in našemu podjetju v pomoč pri nadaljnjem delu. Najbolj me je razveselilo dejstvo, da obstaja trg mogočih uporabnikov kateri ni zanemarljiv. Če ga primerjam z trgom rednih uporabnikov je le ta večji za več kot 3 krat. Predvsem je tu prostor pri ženski populaciji, medtem, ko moški niso toliko navdušeni nad mobilnimi aparati Motorola in potrebujejo več osebnega prepričevanja. Motorola je dobro zapisana v regijah in mestih ob meji z Italijo in Avstrijo, medtem, ko smo izredno šibki v osrednji Sloveniji in dolenjski regiji. Ker živi tu največji del prebivalstva, bo potrebno vložiti veliko moči (sredstev in dela). Osredotočiti se je potrebno na najmlajšo skupino od 15 do 25 let, saj bo ta skupina v prihodnosti tvorila jedro naših kupcev. Ta skupina je zelo zahtevna, saj ima tehnično znanje in poznavanje tujih jezikov (nima jezikovnih ovir), hkrati pa se je pokazala kot najmanj pripadna blagovnim znamkam. Smer razvoja mobilnih aparatov gre v tako imenovane »multifunkcijske« naprave, katere morajo nuditi veliko storitev (kvalitetni fotoaparat, kvalitetni zaslon na dotik). Uporaba storitev, katere ponujajo operaterji, počasi a vztrajno rastejo. Do sedaj je namreč polno izkoriščena le funkcija govora. Od omenjenih ostalih storitev pa so priljubljene storitve vezane na zabavo. Zaradi omenjenih funkcij je postala baterija najšibkejši člen mobilnih aparatov. Zato se bo v prihodnosti potrebno osredotočiti na vzdržljivost baterije, le ta bo namreč pokazatelj kvalitete mobilnih aparatov. Za dosego teh zahtev pa je potrebna nova tehnologija in novi materiali. Proizvajalci pospešeno vlagajo denar v rešitev tega problema in tisti, ki bo prvi uspel, si bo zopet ustvaril prednost na trgu. Mobilni aparat je redek izdelek, ki spremlja človeka od rojstva pa do smrti, zato se je potrebno posvetiti tudi skupini starejših ljudi in pa najmlajših. To je možno z malimi popravki, kot so velike črke in številke dohodnih klicev, ter svetlobnimi efekti in barvnimi kombinacijami mobilnih aparatov. The segmentation of the Motorola mobile phones users market is a study, that has been taking shape in a longer period of time, between September 2007 and May 2008. It has brought quite a few interesting findings from the field of the mobile telephony, of which up until now I haven't really thought about, since I was looking at the market through the eyes of a salesman and didn't put myself in the skin of a user. One must know what are the needs of an average mobile phone user. I have a one-sided view on mobile phones, since I am a technical man, who sees mobile phones in a completely different way. With the above mentioned study I have acquired information, that will help me and our company a lot with the further work. I was most pleased with the fact that there is a market of potential users, which isn't negligible. It's three times bigger, if I compare it with the market of regular users. I see a market potential mostly with the women population, while men are not so enthusiastic about Motorola mobile phones and need more personal persuasion. Motorola is a well known brand in regions and cities at the borders of Italy and Austria, while it's considerably weak in the regions of central Slovenia and Dolenjska. Since most of the population lives here, we will have to invest a lot of effort and funds into those regions. We have to focus on the youngest age group, from 15 to 25 years, because in the future this will be the main group of our customers. This group is very demanding, since it has technical knowledge, the knowledge of foreign languages (no language barriers) and at the same time has shown as the least loyal to market brands. The direction of the mobile phones development goes into the so called »multifunction« devices, which have to offer a lot of functions (quality photo, quality touch-display). The usage of functions, offered by operators, is rising slowly, but steadily. Until now only the speech function has been used to the fullest. Among other functions, the most popular ones are the ones associated with entertainment and fun. Because of the mentioned functions, the battery has become the weakest link of the mobile phones. Therefore in the future we will have to focus on the life of the battery, because it will be the demonstrator of the mobile phone quality. In order to achieve these demands, new technologies and materials are needed. The manufacturers are investing money in the solution of this problem in the one who succeeds will have an advantage on the market. Mobile phone is one of the few products that accompanies man the whole life, therefore also the groups of elderly and youngest people have to be focused on. This is possible with small adjustments, as bigger letters nad numbers of incoming calls, light effects and colour combinations of mabile phones. segmentacija množično trženje mikrotrženje primarni podatki sekundarni podatki interni podatki eksterni podatki operater mobilni aparat intervju raziskava trga trg mobilnih aparatov segmentacijska osnova segmentation mass marketing micro marketing primary data secondary data internal data external data operator mobile phone interview market research mobile phones market segmentation basis true true false [R. Dežman] Slovenski jezik Angleški jezik Diplomsko delo 2009-06-14 23:04:30 2009-11-17 16:36:39 2022-04-11 16:39:55 2022-04-17 03:18:47 2009 0 Ljubljana 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10031900 URN:SI:UM:DK:C3GB9PEH VS_Dezman_Robert_2009.pdf VS_Dezman_Robert_2009.pdf 1 841D64753F2FFBE4A216E25CAC838146 df7142b4a4c2925d2a7fbac0290afd727312ad3a98c4995eff68c15d8b2124cc f6427f83-7c02-11eb-bb7a-00155d0001ca 20.500.12556/dkum/fdba8ee0-e426-4dbc-8065-1f60b3bdb421 https://dk.um.si/Dokument.php?lang=slv&id=9301 Ekonomsko-poslovna fakulteta 0 0 0