20.500.12556/DKUM-40510 POSPEŠEVANJE PRODAJE V MALOPRODAJI MARKET PROGRAMA MERCATOR D.D. SALES PROMOTION IN RETAIL MARKET PROGRAM IN MERCATOR D.D. Uspešnost poslovanja v trgovini na drobno je odvisna od več dejavnikov. Obdobje recesije vpliva na nakupne navade potrošnikov, katerim se skušajo trgovska podjetja čim bolj prilagajati. Podjetje Mercator d.d., katerega primarna dejavnost je trgovina na drobno, se trudi za uspešno poslovanje in opravičiti slogan »Mercator najboljši sosed!«. Pospeševanje prodaje, s katerim želimo, da pospešimo cikel prodaje in povečamo prodane količine blaga izvajamo z različnimi načini, ki pa so usmerjeni na ciljne skupine kupcev. Poslovanje v trgovini na drobno mora potekati skladno z zakonodajo, ISO standardi in etičnimi načeli, kar podjetje upošteva tudi pri izvajanju pospeševalno prodanih akcij. Podjetje se trudi, da z optimalnimi planiranjem zalog blaga zagotavlja primerno založenost z blagom. Kupci so, predvsem v obdobju recesije, postali zelo cenovno občutljivi, kar potrjujejo tudi izsledki raziskave. Izpostavitve artiklov na posebnih mestih v poslovalnici imajo v primerjavi na druge dejavnike kot so spol kupcev, finančno stanje kupcev in posedovanje Pika kartice na nakup akcijskih izdelkov še največji vpliv. Še več truda je potrebno vložiti v izboljšave za pridobivanje novih kupcev in aktivnosti za pridobivanje ter zagotavljanje lojalnosti kupcev.Možnosti za izboljšave vidim predvsem v izboljšanju kakovosti izvedbe trgovske storitve v smislu boljšega prilagajanja kupcem z izdelki, načini pospeševanja prodaje, večjemu prilagajanju izvajanja trgovske storitve kupcem ter krepitvijo lojalnosti kupcev in zaposlenih v podjetju Mercator d.d.. The company Mercator, d.d., whose primary activity is retail trade, is striving for a successful business and is well known by the slogan "Mercator, the best neighbour!". Sales promotions with which we want to accelerate the sales cycle and increase sales volume of goods are carried out by different methods which are directed to the target group of customers. Business in retail trade must be carried out in accordance to legislation, ISO standards and ethical principles which the company takes into account in the implementation of sales promotion campaigns. The company is endeavouring to achieve an adequate supply of the products which can be attained through the optimal planning. Customers have become very price sensitive, particularly during a recession. Exposure of items at specific locations in the store in comparison to other factors - such as sex of the buyers, financial state and owning the Pika card - on the purchases of promotional products have the strongest impact. More effort must be put into improvements to attract new customers and activities to acquire, ensure and enhance customers’ loyalty.There are a lot of possibilities to improve the quality of the execution of trade services in terms of offering the products that are more appealing to the target costumers, merchandising, increased implementation of adaptation merchant services to customers and enhancing customer loyalty and employee in the company Mercator, dd. trgovina na drobno pospeševanje prodaje uspešnost poslovanja poslovanje planiranje skrivnostni kupec zadovoljstvo zaposlenih zadovoljstvo kupcev optimiranje zalog blaga založenost akcija kupci izpostavljenost optimiranje stroškov lojalnost. retail shop sales promotion operational performance managing planning mystery shopper employee satisfaction buyers satisfaction stocks optimization choice of needs special offer buyers exposure cost optimization loyalty true true false [T. Pokovec] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2013-05-26 23:55:15 2013-08-23 14:29:37 2022-05-12 23:43:59 2021-04-23 03:10:28 2013 0 Ljubljana 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 11476252 URN:SI:UM:DK:V9C7WJC6 MAG_Pokovec_Tadeja_2013.pdf MAG_Pokovec_Tadeja_2013.pdf 1 78A31DABA9DF8D2F00FA347306A43A19 6fdf1482358215a535bf60c3a7f4851fe1717a73da5b93aeb1802977d6ad906b f7d67f6e-7c09-11eb-bb7a-00155d0001ca 20.500.12556/dkum/be7c034e-8be8-4721-a56e-9618b3ebcce5 https://dk.um.si/Dokument.php?lang=slv&id=55467 Ekonomsko-poslovna fakulteta 0 0 0