20.500.12556/DKUM-17123 MARKETINŠKA STRATEGIJA PODJETJA BUSINESS MARKETING STRATEGY Diplomska naloga obravnava marketinško strategijo podjetja, na primeru podjetja De-Long d.o.o. Pri marketinški strategiji je pomembno, da jo podjetje ima ter, da je narejena na podlagi analize. Predpostavka, da veliko malih Slovenskih podjetij nima marketinške strategije, je bila velik motivator za izdelavo diplomske naloge. V začetnem delu je predstavljeno podjetje in problem s katerim se ukvarja. Kasneje pa je povzet teoretični del marketinške strategije z vsemi elementi, ki so pomembni za uspeh podjetja. Preko analize anketnega vprašalnika so bili pridobljeni odgovori na hipoteze. Skozi hipoteze pa smo lahko ugotovili, kje so težave in jih v ciljih skušali odpraviti. Analiza je predstavljena v tretjem poglavju, kjer je skozi tabele razvidno prepoznavanje izdelkov Yankee candle na Slovenskem trgu ter poznavanju konkurenčnih znamk. Na koncu pa so predstavljeni zaključki ter predlogi za izdelavo marketinškega načrta za malo podjetje. The treatise deals with the business marketing strategy, specifically with a case study of De-Long Ltd. Every company should have a marketing strategy and it should be founded on the basis of an analysis. The motivation for the research was based on the thesis that many small companies in Slovenia do not have a marketing strategy. In the introductory part the company itself and its economic engagement are presented. Later on follows a summary of the theoretical part of the marketing strategy with all the elements relevant for the success of the company. The answers to the made hypotheses were acquired through an analysis of a questionnaire. The hypotheses were used to ascertain the problems that would later be remedied through relevant strategy goals. The analysis is presented in the third chapter where the comparison between the recognition of Yankee candles and rival trade marks is also shown in a table. The treatise is concluded by the findings of the study and proposals for elaborating a marketing plan for a small company prodaja na drobno prodaja ne debelo marketinški splet marketinška strategija marketinški načrt retail sale wholesale marketing network marketing strategy marketing plan. true true false Slovenski jezik Angleški jezik Diplomsko delo 2010-12-21 18:50:39 2011-03-08 10:49:48 2022-04-13 09:13:26 2023-12-21 03:34:55 2010 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6821395 URN:SI:UM:DK:5ILGDYSE UNI_Babic_Simon_2010.pdf UNI_Babic_Simon_2010.pdf 1 8B592D05FE8567813C24883A5C696825 a77ae735d8d0239cb9ca01a2701562352430f293327bfa75db3e11c3fab349d0 d050da8d-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/03df05ce-b68e-47a8-9869-44ad5ee80812 https://dk.um.si/Dokument.php?lang=slv&id=19792 Fakulteta za organizacijske vede 0 0 0