20.500.12556/DKUM-40414 MARKETINŠKI NAČRT MIKRO PODJETJA A MARKETING PLAN OF A SMALL COMPANY Odkar je svet pretresla finančna kriza, se je treba podjetjem še veliko bolj truditi za svoj obstoj. Predvsem mala podjetja morajo veliko več vlagati v marketinško komuniciranje, ki pa predstavlja velik del njihovih stroškov. Za storitvene organizacije je zelo pomembno, da vlagajo svoj trud in denar v kadre; v njihovo znanje in izobraževanje. Prav tako jih je potrebno za njihov trud tudi primerno nagrajevati. V svojem magistrskem delu sem predstavila majhno storitveno podjetje, ki se ukvarja s strežbo pijač. Pripravila marketinški načrt podjetja in analizirala njihov splet marketinškega komuniciranja. Ugotovila sem predvsem, kako pomembno je, da ima podjetje pripravljen marketinški načrt, da si izbere svojo ciljno skupino, h kateri usmerja svojo marketinško pozornost. S tem prihrani veliko nepotrebnega truda in vlaganj v neprave odločitve. V magistrskem delu sem si zastavila štiri hipoteze, od tega sem tri ovrgla in samo eno potrdila. Predvsem me je presenetilo zavrnitev hipoteze, ki pravi, da so na začetku poslovanja najbolj potrebni prijatelji in znanci, sploh v podjetju, ki se ukvarja s strežbo pijač. Pomagala sem si z izvedbo anketnega vprašalnika, ki sem ga opravila v Mariboru, v analiziranem lokalu. Tako sem dobila vpogled, kaj je anketiranim ljudem pomembno, da sploh zahajajo v lokal in kaj je tisto, kar jih je prvič pritegnilo, da so se odločili obiskati lokal. Menim, da si bo podjetje Atlantis bar lahko pomagalo z mojim magistrskim delom. Predvsem sem jim veliko svetovala; zelo pomemben pa je tudi marketinški načrt, s katerim sem podjetju pomagala poiskati pravo pot do uspeha. Since the world was shaken by the financial crisis it is much harder for the companies to struggle for their existence. In particular small businesses have to invest more in marketing communication and that on the other side represents a large part of their costs. For service organizations is very important to invest his efforts and money in personnel, their knowledge and education. Also, they should be rewarded properly for their efforts. In my thesis I presented a small service company, which is deals in serving drinks. I have prepared a marketing plan and analyzed their marketing communication mix. I concluded especially how important it is that the company has prepared a marketing plan, to choose his target group in which to target its marketing attention. This saves a lot of unnecessary efforts and investments into the wrong decisions. In this master’s thesis I have set four hypotheses, three of which I discard and only one I confirm. Above all, I was surprised in the rejection of the hypotheses, which says that at the launch are the most needed friends and acquaintances, even in the company, which is engaged in serving drinks. I helped myself with the realization of a questionnaire, which I have made in Maribor in the analyzed bar. So I got a glimpse of what is important to the people surveyed and what attracted them in the first place, when they decided to visit the place or is important to them to visit it more often. I believe that the company Atlantis bar can help itself with my thesis. In particular I gave a lot of advice and very important is also the marketing plan, with which I helped the company to find the right path to success. Storitve marketinško komuniciranje pozicioniranje marketinški načrt SWOT analiza Services marketing communication positioning marketing plan SWOT analysis true true false [M. Rojko] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2013-05-16 10:40:04 2013-08-23 14:17:13 2022-05-12 23:39:38 2021-04-23 03:26:43 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 11475996 URN:SI:UM:DK:UPTMGNVY MAG_Rojko_Mojca_2013.pdf MAG_Rojko_Mojca_2013.pdf 1 EE90094274379108BE743A2AD0859414 3cedcfe1a66a6702aa673c6ab8243ea6f56930138ea91aaa9df9b0386760d300 0c79db8a-7c0a-11eb-bb7a-00155d0001ca 20.500.12556/dkum/7512545b-fd81-48a4-a83d-da1052574913 https://dk.um.si/Dokument.php?lang=slv&id=56142 Ekonomsko-poslovna fakulteta 0 0 0