20.500.12556/DKUM-14148 KONKURENČNI POLOŽAJ IZBRANIH PARFUMERIJ NA SLOVENSKEM TRGU COMPETITIVE SITUATION OF SELECTED PARFUMERIES IN THE SLOVENIAN MARKET Diplomsko delo se ukvarja z oceno konkurenčnega položaja izbranih parfumerij na slovenskem trgu. V teoretičnem delu smo s pomočjo domače in tuje literature predstavili zgodovino kozmetične industrije in njen razvoj, opisali smo, kako je kozmetična industrija povezana s trženjem, s tržnimi potmi in kako je konkurenca v tej panogi določena z obstoječo tržno strukturo. Opisali smo tudi pomen oglaševanja v kozmetični industriji in vpliv le-tega na končne potrošnike in izpostavili pomen pospeševanja prodaje v kozmetični industriji, posebej za izdelke višjega cenovnega razreda. V praktičnem delu smo proučili konkurenčni položaj parfumerij Douglas, Limoni, Müller in Beautique v obdobju 2005—2008. Iz analize tržnih deležev na segmentu izdelkov višjega cenovnega razreda izhaja, da je tržna moč med analiziranimi parfumerijami v Sloveniji sorazmerno neenakomerno porazdeljena, vendar so razlike v cenah referenčnih izdelkov med posameznimi parfumerijami majhne. Očitno je za ohranjanje konkurenčnega položaja parfumerij v ponudbi izdelkov višjega cenovnega razreda predvsem pomembno dvoje: kakovostno svetovanje potrošnikom in uspešna osebna prodaja. This diploma represents the evaluation of competitive situation of chosen perfumeries on Slovene market. In the theoretical part we presented history of cosmetics industry and its development. We described how cosmetics industry is connected with marketing, marketing channels and how competition in this branch is connected with the existent market structure. We described the meaning of advertising in cosmetics industry and its influence on final consumers. We exposed the meaning of sale accelerating in cosmetics industry, especially for products of higher price class. In the practical part we studied competitive situation of perfumeries Douglas, Limoni, Müller and Beautique in the period 2005-2008. From the analysis of market share of products from higher price class we concluded that the market power among analyzed perfumeries in Slovenia is distributed proportional uneven, but differences between prices of reference products among individual perfumeries are small. It is obvious that for the maintaining of competitive situation for products of higher price class two things are important: qualitative advising and successful personal sale. kozmetična industrija tržne poti pospeševanje prodaje konkurenčni položaj cosmetics industry marketing channels competitive situation sale promotions. true true false [Ž. Borjanović] Slovenski jezik Angleški jezik Diplomsko delo 2010-05-28 09:39:16 2026-08-11 09:43:11 2026-08-12 03:15:55 2026-08-13 03:07:14 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 10225692 URN:SI:UM:DK:CULSHGU8 Ekonomsko-poslovna fakulteta 0 1 0