20.500.12556/DKUM-57860 VPLIV PRODUKTNIH ŠOLANJ NA OBSEG PRODAJE V TRGOVINAH KOMPAS SHOP IMPACT OF PRODUCT TRAINING TO SALES IN KOMPAS SHOP Nekdanje prostocarinske trgovine Kompas shop so nekaj posebnega na slovenskem tržišču – njihova posebnost je že sama geografska lega, saj vse trgovine, z izjemo ene, ležijo na samem obrobju Slovenije, na nekdanjih mejnih prehodih. Preteklost prostocarinskih trgovin še vedno oblikuje nekoliko neobičajno ponudbo, kar pa je zagotovo še vedno eden izmed razlogov za obisk trgovin Kompas shop. Ravno zaradi preoblikovanja prostocarinskih prodajaln pred več kot desetimi leti, zaradi vstopa Slovenije v EU in vseh sprememb v mejnem režimu, zaradi nenehnega povečevanja davščin na trošarinske izdelke in nenazadnje zaradi vsesplošne gospodarske krize, so bili v podjetju Kompas shop d.o.o. primorani poseči po različnih trženjskih strategijah. Zaradi stalnega upada prihodkov v prodajnem segmentu tobaka in tobačnih izdelkov je bil cilj podjetja, da bi dosegali boljše prodajne rezultate pri prodaji drugih artiklov, zato so v podjetju Kompas shop d.o.o. namenili velik poudarek osebni prodaji ter drugim aktivnostim za pospeševanje prodaje. Pri doseganju tega cilja pa je ena izmed najpomembnejših metod t.i. produktno šolanje prodajalcev. V nalogi smo predpostavili, da sta spremenljivki »produktno šolanje« in »poslovna uspešnost« med seboj pozitivno povezani. Z analizo posameznih produktnih šolanj in analizo poslovanja smo želeli ugotoviti, kako in v kakšnem obsegu produktna šolanja vplivajo na rezultate prodaje. Ugotovili smo, da izvedena produktna šolanja za določene izdelke pozitivno vplivajo na obseg prodaje teh izdelkov ter da je investicija v izvedbo produktnih šolanj zaradi povečanja prodaje ter večjega zaslužka, povrnjena v relativno kratkem času. Ugotovili smo, da se tudi zaradi izvedenih produktnih šolanj, stranke v trgovine vračajo in opravijo ponovne nakupe enakih in drugih izdelkov. The former duty free shops "Kompas shop" are unique stores on the Slovenian market - their speciality is the geographical location of the stores, since all shops except one, are located on the very edge of Slovenia, at former border crossings with neighbor states. The past of duty free stores still forms an unusual offer of products, which is certainly still one of the reasons to visit this stores. Because of the transformation of duty free shops due to the changes in the border regime when Slovenia joined the EU, steady increase of taxes and widespread economic crisis Kompas shop was forced to create and foster various inovative marketing strategies. Due to the continuous decline of revenues and the downstream of tobacco segment and tobacco products the aim of the company was to achieve better sales results of other products. Kompas Shop d.o.o. placed great emphasis on personal sales and other activities to promote sales. To achieve this goal the so called »product training« method was used to educate product resellers. In this paper we have assumed that the variable "product training" and variable "business performance" are positively related. By analyzing the individual product training and business analysis we have determinated how and to what extent the product training influences the outcome of the sales. We found out that the implementation of product training has a positive impact on the total increase of sales for certain products on the sales volume of these products, and that investment in product training paied off in a relatively short time. We have found that due to product training, we are forming returnning costumers that carry out re-purchase of the same product and other products. - produktno šolanje - prodaja - razlika v ceni – RVC - izdelek - product training - sales - diference in price - DIP - product true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2016-03-22 20:35:31 2016-05-13 11:03:07 2022-06-15 03:09:19 2019-07-11 14:54:18 2016 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7575059 URN:SI:UM:DK:AMWIEMZV UN_Jarc_Andrej_2016.pdf UN_Jarc_Andrej_2016.pdf 1 C4EB5E7AE505A0B0FF49C77150CF145D 6357cb869cf57a5a70f0a3904da5b45cb945a3f2b49e7529fdf2f8a0d286df1a fe173b62-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=87485 Fakulteta za organizacijske vede 0 0 0