20.500.12556/DKUM-18015 ANALIZA PRODAJE V PODJETJU PIVOVARNA LAŠKO D.D. SALES ANALYSIS IN THE COMPANY PIVOVARNA LAŠKO D.D. V diplomskem delu sem analizirala prodajo v podjetju Pivovarna Laško, d.d.. V teoretičnem delu diplomske naloge sem s pomočjo strokovne literature opredelila pojme trga in trženja ter prodaje, vključeno je načrtovanje prodaje ter proces pogajanj v prodaji. V praktičnem delu je predstavljena analiza prodaje v podjetju med leti 2005 in 2009. V praktičnem delu me je predvsem zanimalo, kako uspešna je prodaja njihovih izdelkov in s katerimi problemi se sooča podjetje. Pivovarna Laško ima na področju prodaje pijač v Sloveniji največji tržni delež že veliko let. Kljub slabšim prodajnim rezultatom v zadnjih letih, ta tržni delež uspešno ohranja. V podjetju se predvsem soočajo s prihodom konkurenčnih nizko cenovnih pijač iz uvoza, kar ima negativni vpliv na prodajo. Prav tako pada stopnja izvoza, kar je povezano z višjimi carinami ter z uvedbo zaščitnih cen. In my diploma I analyzed the sales of the company Pivovarna Laško, d.d.. In the theoretical part of my diploma with the help of the literature identified the concepts of market, marketing, sales, included the sales planning and process of negotiations for sale. The practical part presents analysis of sales in the company between 2005 and 2009. In practical part, I was mainly interested in how successfull the sales of their products and what problems faced by the company. Pivovarna Laško in the sale of beverages in Slovenia, the largest market share for many years. Despite weaker sales results in recent years, this market share successfully maintain. The company is primarily faced with arrival of competition from low cost of imported drinks, which have a negative impact on sale. It also decrease the level of expor, which is associated with higher tariffs and the introduction of protective prices. trg trženje prodaja načrtovanje prodaje pogajanja v prodaji podjetje Pivovarna Laško analiza prodaje market marketing sales sales planning negotiations for sale company Pivovarna Laško sales analysis true true false [S. Trstenjak] Slovenski jezik Angleški jezik Diplomsko delo 2011-04-06 14:45:13 2011-07-06 12:17:01 2022-04-13 10:21:16 2023-12-23 03:18:51 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10714652 URN:SI:UM:DK:6BYAZGUV UNI_Trstenjak_Sandra_2011.pdf UNI_Trstenjak_Sandra_2011.pdf 1 193FA6ADA8CB5ECD9FC945157A0C6830 9ea5e53722c4e923dd5448ae96330ece252d338cec31ab18cb21840a6ee7a4c0 071fbd42-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/10492b4c-dc75-4827-83fe-49845d1194ec https://dk.um.si/Dokument.php?lang=slv&id=21303 Ekonomsko-poslovna fakulteta 0 0 0