20.500.12556/DKUM-14330 TRŽENJSKI NAČRT TURISTIČNE AGENCIJE SONČEK V ČASU GOSPODARSKE RECESIJE MARKETING PLAN FOR TRAVEL AGENCY SONČEK DURING THE ECONOMIC DOWNTURN Prvi del diplomskega dela predstavlja sestavne dele trženjskega načrtovanja. Opredelimo faze v pripravi načrta trženja: analiza zunanjih in notranjih dejavnikov, določimo cilje, ki morajo biti merljivi, dosegljivi, spodbudni in usklajeni. Izberemo primerno strategijo, ki bo pripomogla k konkurenčni prednosti podjetja, sledi izvedba načrta, ugotavljanje rezultatov in seveda nadzor samega procesa. Opredelimo gospodarsko krizo, vzroke in posledice krize ter kakšne so napovedi za prihodnje. Naloga se osredotoča na strateško trženjsko načrtovanje v času gospodarske recesije. V drugem delu predstavimo Turistično agencijo Sonček, ki je na turističnem trgu prisotna že od leta 1993 in predstavlja eno od vodilnih turističnih agencij v Sloveniji. Kako gospodarska kriza vpliva na njen trženjski nastop in na kak način ohranja konkurenčno prednost. The first part of the thesis represents the main components of marketing planning. Firstly we define the phases at preparing the marketing plan: analysis of the external and internal factors. After that, we set the goals which have to be measurable, reachable, stimulative and harmonized. Then, we choose the appropriate strategy which will contribute to the competitive advantage of a company, followed by plan implementation, assessment of results and control of the process itself. We define the economic crisis, the reasons and consequences of the crisis as well as future outlooks. The thesis at hand concentrates on strategic marketing planning in the time of economic downturn. In the second part, we present the tourist agency Sonček, which has been present in the tourist market since 1993 and represents one of the leading tourist agencies in Slovenia. How the economic downturn influences its marketing appearance and how it manages to keep its competitive advantage. trženjski načrt strateško načrtovanje gospodarska recesija kriza turistična agencija marketing plan strategic planning economic downturn crises travel agency true true false [M. Šemrl] Slovenski jezik Angleški jezik Diplomsko delo 2010-06-07 22:09:54 2010-10-15 11:19:14 2022-04-12 21:56:26 2023-12-17 03:25:54 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 10376220 URN:SI:UM:DK:DZR5F3UY VS_Semrl_Mateja_2010.pdf VS_Semrl_Mateja_2010.pdf 1 61C71AC1BDCED34B145EE9098E140BA1 0fd99a449945d345c62b044516fcee26212012a254f8f02ca6f2f39433750773 2155bf0b-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/78ee6150-fd06-4266-85a9-b14ae0462477 https://dk.um.si/Dokument.php?lang=slv&id=15642 Ekonomsko-poslovna fakulteta 0 0 0