20.500.12556/DKUM-21916 IZDELAVA PREDLOGA MARKETINŠKEGA KONCEPTA ZA INOVATIVNE IZDELKE V PODJETJU SORTIMO D.O.O. MAKING PROPOSAL MARKETING CONCEPT FOR INNOVATION PRODUCT IN THE COMPANY SORTIMO D.O.O. V diplomskem delu smo prikazali predlog marketinškega koncepta za inovativne izdelke, ki se prodajajo v podjetju Sortimo, d. o. o. V današnjem tržnem gospodarstvu morajo podjetja imeti zelo dobro izdelano marketinško strategijo, če želijo, da so njihovi izdelki na trgu prepoznavni. Diplomsko delo je sestavljeno iz dveh delov, teoretičnega in raziskovalnega. Najprej smo predstavili problem, predpostavke in omejitve, metode dela in hipoteze. Nato smo v teoretičnem delu opisali osnovne značilnosti marketinga in značilnosti izdelka. Za uspešno delovanje podjetja je zelo pomembno, da podjetja pravilno razumejo marketinški splet, marketinško strategijo, segmentiranje in pozicioniranje trga in življenjski cikel izdelka. Zelo pomembno pri marketingu je tudi, da podjetja razumejo razvojno politiko izdelka. Vse to smo v teoretičnem delu povzeli iz sekundarnih virov. V praktičnem delu smo najprej predstavili podjetje ter položaj podjetja na slovenskem trgu, nato smo predstavili nov izdelek za vgradnjo v gospodarska vozila (Sortimo Globelyst 2.0 M). V nadaljevanju smo predstavili raziskavo, ki smo jo izvedli na obstoječih kupcih Sortimo opreme. Raziskavo smo statistično obdelali, analizirali in razložili predlagane hipoteze. V zaključku pa smo poizkušali povzeti prednosti in slabosti predloga ter predlagati boljše rešitve. The diploma presents a marketing concept suggestion for innovative products which are available at Sortimo d.o.o. In current market economy, companies must have a good marketing strategy if they want their products to be known. The diploma is made of two parts, theoretical and research part. First we presented the problem, presumptions and limits, work methods and hypotheses. Then we described the basic marketing characteristics and product characteristics in the theoretical part. It is important for successful management of the company that companies understand marketing mix, marketing strategy, market segmenting and positioning, and life cycle of the product. It is also very important in marketing that companies understand the development policy of the product. This was all summarized in the theoretical part from secondary literature. The practical part presents the company and its position in Slovene market. Then we presented the new product for instalment in commercial vehicles (Sortimo Globelyst 2.0 M). Next, we presented a research that was conducted with existing buyers of Sortimo equipment. Research was statistically processed and analyzed; suggested hypotheses were explained. The conclusion tries to summarize advantages and weaknesses of the suggestion and attempts to suggest better solutions. Marketing Marketinški splet Raziskava trga Izdelek Globelyst 2.0 M Marketing Marketing network Marketing research Product Globelyst 2.0 M true true false Slovenski jezik Angleški jezik Diplomsko delo 2012-01-19 22:27:15 2012-05-29 11:40:24 2022-04-14 11:00:14 2023-12-28 03:23:41 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7019539 URN:SI:UM:DK:HL8OUSUL UNI_Silc_Rok_2012.pdf UNI_Silc_Rok_2012.pdf 1 74F7CE4FE7F2D9221C598E328DDC2003 bd07203f19468a796b24989736bec672002188ec24c1f3880c65e057d2b65a39 f8b0d5e5-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/0ac9c76f-2cc2-437d-b66c-26b2d15a77aa https://dk.um.si/Dokument.php?lang=slv&id=28119 Fakulteta za organizacijske vede 0 0 0