20.500.12556/DKUM-21949 STRATEGIJA TRŽENJA ORTOPEDSKE OBUTVE MARKETING STRATEGY OF ORTHOPEDIC FOOTWEAR Diplomska naloga je osredotočena na trženje ortopedske obutve pri podjetju MIGI d.o.o.. V uvodnem delu so nazorno predstavljena teoretična izhodišča marketinga, proces in pomen poslovnega strateškega načrtovanja. V nadaljevanju je predstavljen trženjski splet, organiziranost podjetja in konkretni primer priprave strategije marketinga obravnavanega podjetja. Obširneje je prikazana vloga tržnega komuniciranja za uspešno trženje ortopedske obutve. Zadnji del zajema tržno raziskavo, s katero smo spoznali problematiko ozaveščenosti o ortopedski obutvi, prepoznavnost podjetja in mnenja potencialnih kupcev. S pomočjo teoretičnih in praktičnih spoznanj, rezultatov raziskave in ciljev podjetja smo odgovorili na hipoteze, s katerimi smo oblikovali ustrezno strategijo za prenovo. The diploma thesis concentrates on orthopedic footwear marketing in the company MIGI Ltd. In the introduction are clearly represented theoretical origins of marketing, process and meaning of strategic business planning. Further on, the marketing mix is presented, organization of the company and an actual example of marketing strategy preparation for the company. The importance of market communication is extensively demonstrated in regard to the successful othopedic footwear marketing. The last part of the diploma thesis consists of market survey with which we inquire the problem of awareness of orhopedic footwear, recognition of the company and opinions of potential customers. With the help of the theoretical and practical knowledge, results of the market survey and goals of the company we answered the set of hypothesis which was helpful when designing an appropriate strategy. marketinški splet strategija trženja ortopedska obutev tržno komuniciranje marketing mix marketing strategy orthopedic footwear market communication true true false Slovenski jezik Angleški jezik Diplomsko delo 2012-01-24 16:20:47 2012-05-29 10:20:44 2022-04-14 11:01:45 2023-12-27 03:17:05 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7018771 URN:SI:UM:DK:ALWPPDJQ UNI_Ster_Primoz_2012.pdf UNI_Ster_Primoz_2012.pdf 1 C1E41B16EB96AD48920537E866374E3F 621491e8cbacc82f51cd1be73a8383bd1cc527da73ba21328ee0f233cc3ed7be 5ed992b2-7c06-11eb-bb7a-00155d0001ca 20.500.12556/dkum/489c4695-e17b-45f3-97dd-a05d80fe6aaa https://dk.um.si/Dokument.php?lang=slv&id=28243 Fakulteta za organizacijske vede 0 0 0