20.500.12556/DKUM-38171 MARKETINŠKI NAČRT KAMP LIPA MARKETING PLAN CAMP LIPA Marketinški načrt nas vodi skozi celotno poslovanje, je kot zemljevid, ki nam kaže pot kako doseči zastavljene cilje. Cilj marketinškega načrta kamp Lipa je uspešno in učinkovito trženje. Terme Lendava s tem marketinškim načrtom ni zaključilo. Vsako leto bodo dodajali nove vsebine, nadgrajevali dosedanjo ponudbo, ki bo zagotavljala dodano vrednost in dobiček. V začetnem delu diplomske naloge smo najprej predstavili samo podjetje Terme Lendava, analiziral njihove konkurente ter trg. V nadaljevanju smo predstavili njihove prednosti, slabosti, priložnosti in nevarnosti v primerjavi s konkurenco. Pri razvoju produkta kamp sem raziskal, kateri so razlogi, da se gosti tako pogosto vračajo v kamp Lipa ter s čim so zadovoljni oziroma nezadovoljni v kampu. Da bi dobil čim boljše ter kvalitetnejše podatke, sem sestavil anketni vprašalnik in opravil anketo med gosti kampa. Rezultate raziskave sem prikazal s pomočjo grafov ter naredil analizo pridobljenih rezultatov. Po raziskavi sem opisal vlogo trženja, opredelil tržne cilje in strategije, njihove ciljne skupine ter prodajne poti. V zaključku diplomskega dela sem opredelil kritična tveganja in probleme ter način kako so se lotili zmanjševanja vpliva tveganj in reševanja morebitnih problemov. A marketing plan guides us through the entire business operations; it is like a map showing us the way to attaining the set objectives. The objective of the marketing plan of Camp Lipa is successful and efficient marketing. The Terme Lendava spa resort has not finished this marketing plan. Every year it will add new content and update the existing offer, which will guarantee added value and profit. The first part of the diploma thesis presents the company Terme Lendava and analyses its competitors and the market. This is followed by a presentation of its advantages, weaknesses, opportunities and threats when compared with the competition. In relation to the development of the ‘camp product’, research was conducted to determine why guests return to Camp Lipa so often and what they are satisfied or dissatisfied with at the camp. A questionnaire was used in order to obtain valid and quality data. Results of the survey were demonstrated with graphs and an analysis of the obtained results was conducted. After research had been concluded, the role of marketing was described and the marketing objectives and strategies were defined, as well as their target groups and sales channels. The conclusion of the diploma thesis defines the critical risks and problems and how to go about reducing the risk impact and solving potential problems. marketinški načrt trg konkurenca SWOT analiza kamp Lipa trženje ciljne skupine tržišče marketing plan market competition SWOT Analysis Camp Lipa marketing target groups outlet true true false [M. Padar] Slovenski jezik Angleški jezik Diplomsko delo 2012-09-18 19:55:57 2012-11-15 12:53:37 2022-04-25 23:15:09 2021-04-18 03:20:33 2012 0 Žižki 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 11193628 URN:SI:UM:DK:CGXTKB8O VS_Padar_Marko_2012.pdf VS_Padar_Marko_2012.pdf 1 954210F01A420B692814B442AC54537C d59da7f29336863a9342c56b209a3cd412b753d01ad129d316da8b6c7d8a01b1 6f448828-7c08-11eb-bb7a-00155d0001ca 20.500.12556/dkum/3c25c419-698e-4fb1-afaa-876a965ea84b https://dk.um.si/Dokument.php?lang=slv&id=51462 Ekonomsko-poslovna fakulteta 0 0 0