20.500.12556/DKUM-12160 NAČRT TRŽENJA KOT ORODJE ZA USPEŠNO PLASIRANJE NOVEGA IZDELKA NA TRG V PODJETJU SITULA NOVA D.O.O. MARKETING PLAN AS A TOOL FOR SUCCESSFUL PLACEMENT OF NEW PRODUCT ON THE MARKET IN THE COMPANY SITULA NOVA LTD. V današnjem svetu se podjetja pogosto zaženejo na trg, ne da bi preverila ali za zamišljen produkt in storitev obstaja poslovna priložnost. V ta namen je potrebno najprej preveriti samo idejo, raziskati in analizirati trg, načrtovati, določiti cilje ter nenazadnje premisliti o pasteh. Le tista podjetja, ki se bodo hitro prilagodila novo nastalim tržnim razmeram in nove projekte uspešno načrtovala, ter se pri tem posluževala ustreznih raziskav in analiz trga, ki bodo pomagale določiti pravi pristop za nastop na trgu, bodo v prihodnosti uspešno poslovala. Najpomembnejši del vsakega poslovnega načrta je nedvomno načrt trženja, saj predstavlja osrednji instrument za vodenje in usklajevanje trženjskega napora. Prav tako je trženje ena izmed najpomembnejših funkcij v vsakem podjetju, saj je od uspešnosti le te v veliki meri odvisna tudi uspešnost celotnega podjetja. Podjetja morajo upoštevati dejstvo, da naj dobro trženje temelji na osredotočenju na kupca, razmišljanju na dolgi rok in ustreznih trženjskih informacijah, kajti kupec danes odloča o tem, ali ima podjetje odlično tržno strategijo ali pa je bilo slepo za priložnosti in spremembe. V sodobnem svetu vse bolj narašča pomen tržnega komuniciranja, katerega je potrebno uporabljati kot sredstvo za uspešno trženje ter za obojestransko izmenjavo informacij. Pomembno je, da podjetja uporabljajo nova tržna orodja in komunikacijske pristope, ki bodo posledično prinašali povečanje prodaje, prepoznavnost blagovne znamke ter določeno prednost pred konkurenco. V prihodnosti bodo podjetja uspešno poslovala le, če bodo osebno prodajo vključila v svoj tržno komunikacijski splet kot njegovo osrednjo in najpomembnejšo sestavino. Prav tako naj v podjetju predstavlja osebna prodaja osnovni in neizogibni instrument komuniciranja, kateri je podprt tudi s preostalimi komunikacijskimi orodji. Podjetja si naj obvezno prizadevajo za kakovostno osebno prodajo, katera zahteva veliko komunikacijskih in strokovnih znanj ter tehnik, saj je dejstvo, da bo v prihodnosti osebno prodajo obvladovalo vse manjše število dobro usposobljenih prodajnih strokovnjakov. Predlogi in praktični primer podjetja Situla Nova d.o.o. v diplomskem delu sta napisana iz lastnih izkušenj ter v sodelovanju s podjetjem. Na ta način smo izpolnili vse cilje, s katerimi smo dokazali izjemno vlogo in pomen načrta trženja kot orodje za uspešno plasiranje novega izdelka na trg. In today's world, companies which are starting new business on the market often do not explore all the business opportunities and possibilities for the product they intend to sale. For this purpose first it is necessary to examine the general idea, to explore and analyze the market, to plan, set goals and finally consider the traps. Therefore only these companies which will quickly adapt to evolve market conditions and successfully plan new projects, while making use of relevant researches and analysis of the market that will help determine the right approach for the performance on the market, will be successfully performed in the future. The most important part of every business plan is certainly the marketing plan, as a central method for the managing and coordinating marketing effort. Marketing itself is also one of the most important function in any company, since the success of marketing mostly depends on the success of the entire company. Companies must take the fact that good marketing is based on focusing on customers, considering the long term goals, and relevant marketing informations, because only the buyer decides either the company has a great marketing strategy or it is blind to the opportunities and changes. In the modern world we can see increasing of the importance for commercial communication, which should be used as a tool for the success of marketing and for the mutual exchange of informations. It is also important that companies use new marketing tools and communication approaches, which will consequently bring an increase in sale, brand visibility and, a certain advantage over competition. In the future company will operate successfully only if it is personally engaged in the sale of its marketing communication web as its central and most important ingredient. Also the personal sale in the company should represent the basic and indispensable tool of communication, which is supported by other communication tools. Companies are obliged to seek for high quality of personal selling, which requiers a great deal of communication, professional skills and techniques, as the fact that in the future marketing sale of well-trained sale's professionals will decrease. Proposals and the practical example of company Situla Nova Ltd. in the diploma work are written from my own experience and in cooperation with the company. In this way, we realized all the goals, with which we have demonstrated exellent role and importance of marketing plan as a toll for the successful placement of a new product on the market. Ključne besede: tržna raziskava in analiza načrt trženja trženjski splet tržno komuniciranje osebna prodaja. Keywords: market research and analysis marketing plan marketing web marketing communication personal sales. true true false [K. Vede] Slovenski jezik Angleški jezik Diplomsko delo 2009-10-10 10:41:53 2010-07-01 10:34:55 2022-04-12 07:15:47 2022-04-19 03:14:29 2009 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 10266140 URN:SI:UM:DK:CSON1KCE VS_Vede_Karmen_2009.pdf VS_Vede_Karmen_2009.pdf 1 F79C9556E1C11F7508CA099566BF04DB 3c4fcc6f29c186351c7904e0c53e7040293b620eef4454c86c048220c2d82f0d 54c5f9d1-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/a2c9c7bd-748c-4224-a5ee-939d7b11320b https://dk.um.si/Dokument.php?lang=slv&id=11343 Ekonomsko-poslovna fakulteta 0 0 0