20.500.12556/DKUM-17001 STRATEGIJA VSTOPA PODJETJA MEŽA D.O.O. Z MATERIALI THERMOSHIELD NA HRVAŠKI TRG MARKET ENTRY STRATEGY OF COMPANY MEŽA D.O.O. WITH THERMOSHIELD PRODUCTS TO CROATIA Diplomsko delo obravnava vstopno strategijo podjetja Meža d.o.o. z materiali Thermoshield na hrvaški trg. V prvem delu je predstavitev materialov Thermoshield, saj je poznavanje le-teh bistvenega pomena za nadaljnji razvoj strategije vstopa. V nadaljevanju sem preučil hrvaški trg s pomočjo PEST analize, ki zajema Hrvaško demografsko, pravno-politično, ekonomsko in socio-kulturno okolje, preučili pa sem tudi mikro-okolje z analizo konkurence. Ko se podjetje odloča za vstop na tuj trg, ima več možnosti izbire vstopne strategije. Po opravljenih analizah sem prišel do zaključka, da je najboljši način za podjetje Meža neposredni izvoz, saj omogoča izvajanje lastne strategije, omogoča nadzor nad odjemalci in ni stroškovno preveč obremenjujoč. Po izbiri strategije vstopa, mora podjetje oblikovati strategijo nastopa na novem trgu. Zato smo izdelali načrt pozicioniranja materialov Thermoshield na Hrvaškem in tržni splet, ki vsebuje elemente izdelka, cene, prodajnih poti in tržnega komuniciranja. This Diploma paper covers the entrance strategy for the sale of the Thermoshield materials in the Croatian market for the 'Meža d. o. o.' company. In the first part Thermoshield materials are presented, which is very significant for developing a correct entrance strategy. In the following part a PEST analysis is presented which was made in the Croatian market. With it Croatian demographic, political, economical and socio-cultural environment has been covered. I have also looked through micro-environmental factors by analyzing our competitors. When a company is deciding about entering a foreign market it has many entrance strategies to choose among. On the basis of my analysis, I think that for the 'Meža d. o. o' company the best way to enter the Croatian market is direct exporting. The strategy mentioned above would allow the company to execute its own strategy, have control over its buyers and at the same time it is not too expensive. After choosing an entrance strategy a company has to develop a strategy for a presentation in a new market. This is why I have made a plan for positioning Thermoshield materials in Croatia as well as a market concept, which shows the planned prices, sales paths and market communications for the product in this market. izvoz neposredni izvoz trženjski splet PEST analiza Thermoshield strategija vstopa export direct export market concept PEST analysis Thermoshield entrance strategy true true false R. Berložnik Slovenski jezik Angleški jezik Diplomsko delo 2010-12-10 09:59:37 2011-01-21 14:13:13 2022-04-13 09:06:17 2023-12-21 03:08:59 2010 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 10531612 URN:SI:UM:DK:WFCUGRD9 VS_Berloznik_Rok_2010.pdf VS_Berloznik_Rok_2010.pdf 1 5488BEBF78678E9308778D23494981F2 61228b6481925bdbe310d55b9e08c300c90d8a5ce85b87e825b9f98a5a70b3f0 ca91e689-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/a2b7387d-ae21-4d32-978e-44056a2226df https://dk.um.si/Dokument.php?lang=slv&id=19625 Ekonomsko-poslovna fakulteta 0 0 0