20.500.12556/DKUM-22439 VIDIKI SEGMENTIRANJA TRGA ASPECTS OF MARKET SEGMENTATION Potrebe potrošnikov so dandanes zelo raznolike in se iz dneva v dan zelo spreminjajo, kar je posledica številne ponudbe na trgu, zato si podjetja zelo težko zagotovijo želen tržni delež in težko ohranjajo konkurenčno prednost. Eden izmed uspešnih načinov poslovanja podjetja je tudi ta, da podjetja opravijo segmentacijo trga, ki mora temeljiti na izbranih ciljnih trgih oziroma ciljnih skupinah. V prvem delu, oziroma teoretičnem delu diplomskega seminarja, sem predstavila sodobno obliko menjave, to je marketing in v okviru tega procesa predstavila kaj je in kako pomembna je segmentacija trga za podjetja. Za razvoj uspešnega podjetja je potrebno razviti dober marketing in uspešno segmentacijo z vsemi vmesnimi členi, kot je raziskava trga, izbira ciljnih trgov in ciljnih skupin, pozicioniranje ter tržno komuniciranje. V zadnjem delu diplomskega seminarja sem predstavila podjetje Mobitel, d. d. Na primeru podjetja sem prikazala, kako si lahko podjetje z uspešno segmentacijo trga in z izborom ciljnih skupin ter pravim načinom tržnega komuniciranja zagotovi največji tržni delež v okviru svoje panoge, saj predstavlja podjetje Mobitel, d. d. na trgu mobilne telefonije največjo konkurenco ostalim podjetjem v enaki panogi. Nowadays the needs of consumers are very diverse and are changing day to day,which is result of a number of offers on the market. It is very difficult for the companies to provide the desired share of market and to maintain a competitive advantage. One of the most successful ways of business is that the company conducts market segmentation which must be based on the selected target markets and target groups. In the first/theoretical part of the graduate seminar I presented a modern form of exchange, that is marketing, and in this process I presented what is and how is segmentation of the market important for the companies. For development of successful company it is necessary to develop good marketing and a successful segmentation with all the intermediate elements such as market research, selection of target markets, target groups, positioning and marketing communications. In the last part of the graduate seminar I presented Mobitel, d. d., company. Based on this company, I showed how a company with successful market segmentation, selection of target groups and the right way of marketing communication ensures the highest market's share within their sector. On the mobile phone market Mobitel, d. d., represents the main competition for other companies in the same sector. MARKETING CILJNI TRG POZICIONIRANJE RAZISKAVA TRGA SEGMENTIRANJE MARKETING TARGET MARKET POSITIONING MARKET RESEARCH SEGMENTATTION. true true false [D. Mencinger] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2012-03-23 10:25:41 2012-12-04 14:19:37 2022-04-14 11:48:39 2023-12-30 03:19:38 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 11235356 URN:SI:UM:DK:BIBXGOQQ UNI_Mencinger_Damjana_2012.pdf UNI_Mencinger_Damjana_2012.pdf 1 39D26B49AB5D1A2DF4AF04779D436A1B 9a218b286c3cab952b06be888beb80179f3f7c32a6adf135c5a0a0dd19bb3a21 7c3ab6ef-7c06-11eb-bb7a-00155d0001ca 20.500.12556/dkum/571ff4bd-d09f-4c1a-82e1-a809f2f6195b https://dk.um.si/Dokument.php?lang=slv&id=29334 Ekonomsko-poslovna fakulteta 0 0 0