20.500.12556/DKUM-12261 KOMUNICIRANJE PRI PRODAJI PRODUKTA V PODJETJU LESNINA D.D COMMUNICATION OF THE SALE'S PRODUCT IN LESNINA D.D. Namen diplomske naloge je proučiti komunikacijo podjetja pri prodaji produkta ter opredeliti in raziskati, kako nekateri dejavniki vplivajo na komunikacijo s kupci in na obseg prodaje v proučevanem podjetju. Opredelili bomo dobre in slabe strani, ki vladajo na tem področju, ter predlagali nekatere izboljšave. Raziskava je bila izvedena v podjetju Lesnina, ki se že od leta 1949 ukvarja s prodajo pohištva. Diplomska naloga obsega teoretični in praktični del. V prvem delu so opisane teoretične osnove komuniciranja, marketinga in prodaje. V praktičnem delu pa je predstavljeno proučevano podjetje ter zastavljena vprašanja, s katerimi smo raziskali obstoječe stanje v podjetju: katerih vrst promocij se podjetje poslužuje, kako izbira asortimenta vpliva na prodajo, ali izbira dobaviteljev in aktivnosti konkurence vpliva na proces prodaje ter kakšen vpliv ima kakovost komuniciranja med kupcem in prodajalcem na odločitev kupca za nakup. Raziskava je bila izvedena z metodo opazovanja in spraševanja zaposlenih v podjetju, izvedli pa smo tudi anketo med kupci. Med raziskovanjem podjetja smo pri iskanju odgovorov na vprašanja ugotovili, da je podjetje uspešno pri komuniciranju s kupci, na drugi strani pa obstajajo tudi stvari, ki bi jih podjetje moralo izboljšati. Za slabše ocenjene lastnosti podjetja smo podali predloge za rešitve. Najpomembnejši predlogi so: • Potrebna je izdelava smiselne spletne strani podjetja, s katero bi podjetje izkoristilo ugodno orodje oglaševanja. • Podjetje naj poveča ponudbo, s katero lahko skrajšuje dobavne roke do končnega kupca. • Treba je uvesti strožje ukrepe pri preverjanju nastanka reklamacij in jih odpraviti. • Obstoječi prodajni kader reorganizirati tako, da bo lahko vsak prodajalec uspešno opravljal svoje delo na katerem koli oddelku v trgovini. V primeru realizacije omenjenih predlogov bi podjetje po našem mnenju doseglo boljše ime oziroma ugled in še večjo prednost pred konkurenco na trgu. The purpose of degree is to examine the communication of the company at the product sale, to define and research how certain factors affect on communication with customers and on sales volume in studied company. We are going to define good and bad sides that are present in this area and suggest some improvements. The research was done in Lesnina company, which sells furniture since 1949. The degree contains theoretical and practical part. The first part presents the theoretical basis of communication, marketing and sales. The practical part presents the studied company and questionnaire which helped us to identify the existing situation in the company: what types of promotions does the company apply, how does the range of product effect on sale, does the selection of suppliers and competition activities affect the sales process and the impact of communication between customer and seller on customer decision. The research was done by the observation method, talking with employees of the company and questionnaire survey. During the company research and finding answers on the questions we found out that the company is very successful in communication with customers, but from the other hand there are certain things that the company should improve. We gave suggestions for solutions of lower rated company characteristics. The most important suggestions are following: • the company needs to create the website which could help them to use the favorable advertising tools, • the company should increase an offer with shorter delivery time to the final customer, • the company should impose stringent measures for complaints and eliminate them, • reorganize the existing sales personnel in the way that each seller will be able to perform their work successfully in any department. In case of realization of above mentioned suggestions we think that the company would achieve better reputation and even greater competitive advantages in the market. • prodaja • komuniciranje • dobavitelj • oglaševanje • prodajalec • Sales • Communication • Supplier • Advertising • Salesman true true false Slovenski jezik Angleški jezik Diplomsko delo 2009-10-24 13:37:14 2009-12-03 12:11:41 2022-04-12 07:20:56 2022-04-19 03:18:54 2009 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6553107 URN:SI:UM:DK:MPS1XPKG UNI_Skrjanc_Katja_2009.pdf UNI_Skrjanc_Katja_2009.pdf 1 3B914CD08C2FD293FFAFBFC2703B8E70 f38eab17f87c35956b5d718ba1a18ef3c2b30dddf7c721d7426f651d33e9de60 5ca00c48-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/f9df9093-cf75-4a52-9381-2f0eac17eaa7 https://dk.um.si/Dokument.php?lang=slv&id=11537 Fakulteta za organizacijske vede 0 0 0