20.500.12556/DKUM-13547 BENCHMARKING TRŽENJSKEGA SPLETA V TRGOVINI NA DROBNO S PRIMEROM DVEH PODJETIJ BANCHMARKING OF MAKETING MIX OF RETAIL TRADE, CASES OF TWO COMPANIES Podjetja morajo za rast poslovanja neprestano izboljševati ponudbo in storitve ter povečevati zadovoljstvo čedalje bolj zahtevnih kupcev. Podjetja stremijo k temu, da so najboljša. Zato se mora podjetje neprestano učiti in v poslovanje vnašati nova znanja, poslovne prakse in iskati nove poslovne priložnosti. Le-to jim omogoča dokaj mlada managerska metoda benchmarking. Z njo podjetje primerja poslovanje lastnega podjetja s poslovanjem boljše oz. najboljše prakse ter s tem odkriva zaostanke v poslovanju. Namen benchmarkinga ni le izvedba analize, temveč prilagajanje poslovanja svoje organizacije s prisvajanjem najučinkovitejših praks s ciljem biti boljši in uspešnejši od svojih konkurentov. Predmet primerjave v diplomskem delu je trženjski splet v trgovini na drobno. Trženjski splet je kombinacija spremenljivk, ki jih podjetje oblikuje, da bi doseglo želeno povpraševanje oziroma reakcijo na strani potrošnikov. S primerjavo spremenljivk trženjskega spleta podjetja Krisma, d.o.o. in Granit commerce d.o.o. smo ugotovili, da ima podjetje Krisma, d.o.o. določene pomanjkljivosti na vsakem izmed področij trženjskega spleta, ki bi jih z minimalnimi stroški in spremembami v poslovanju lahko odpravili. Enterprises need to continuously improve their offer and service and increase satisfaction of demanding customers. They strive in order to be the best. Therefore, an enterprise is constantly learning and entering new business skills, business practices and new business opportunities. All that enables them a relatively young managerial method, called benchmarking. It is a method by which enterprise compares its own business activity with better or the best practice, helping them realize which processes need to be improved. The purpose of benchmarking is not only to carry out an analysis, but adoption of the most effective practices with goal to be better and more successful than competitors. Object of comparison of the thesis is marketing mix in the retail trade. By marketing mix we understand a combination of variables that an enterprise creates in order to achieve the desired demand or consumer reaction. By comparing of marketing mix variables of Krisma and Granit commerce we found that Krisma had some weaknesses in each area of marketing mix, which could be resolved at minimum cost and changes in business operations. Benchmarking odnosi z javnostjo oglaševanje pospeševanje prodaje prodajno okolje storitve trgovina na drobno tržno komuniciranje trženjski splet učenje Benchmarking learning marketing communications marketing mix promotion public relations sales promotion service true true false [B. Bercko] Slovenski jezik Angleški jezik Diplomsko delo 2010-03-30 10:33:37 2010-08-25 12:25:05 2022-04-12 11:17:00 2023-12-16 03:19:20 2010 0 Velenje 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.5 10339868 URN:SI:UM:DK:LWTLNNW5 UNI_Bercko_Barbara_2010.pdf UNI_Bercko_Barbara_2010.pdf 1 D411EF12FD768882F599EFA16B6A8EC9 f77ab3d02d45491ca41eb5be7eaf4a8e6f72a42fa2076358eb31a8ab59ed4665 ee8ffca1-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/8234fa45-2003-4e90-8db0-b4bff3e20e88 https://dk.um.si/Dokument.php?lang=slv&id=13784 Ekonomsko-poslovna fakulteta 0 0 0