20.500.12556/DKUM-58817 VPLIV STRATEŠKEGA NABAVNEGA MARKETINGA NA POSLOVNO USPEŠNOST ORGANIZACIJE EFFECT OF STRATEGIC MARKETING IN PURCHASING ON BUSINESS SUCCESS OF ORGANIZATION Strateški nabavni marketing pomeni, da morajo podjetja začeti dojemati nabavno funkcijo kot tisto funkcijo, ki je ključnega pomena za uspeh ali nazadovanje podjetja, saj izdatki za nabavo v podjetjih predstavljajo več kot 50% vrednosti izdelka. Svet je s sodobnimi komunikacijami, hitrim transportom in dobro logistiko postal na dosegu vsakomur in kdor temu dejstvu ne prilagodi svojega razmišljanja je obsojen na propad. Trgi se soočajo s presežki ponudbe in kupec je tisti, ki določa cene produktov, ne prodajni oddelki. Zato bodo lahko uspešna samo podjetja, ki bodo nabavo preobrazila tako, da bo le-ta skrbela za nabavo primernih izdelkov za primerno ceno ter tako ustvarjala dobiček. To pomeni, da mora biti nabava vključena v vse procese v podjetju in prevzemati nekatere odgovornosti, ki so bile doslej v pristojnosti drugih. Nabava je tista funkcija oziroma oddelek podjetja, ki more razpolagati z največ informacijami, saj se dandanes nabavni procesi vršijo po vsem svetu. Nabavniki morajo poznati dogajanja na vseh nabavnih trgih. Če jih ne, jih bo konkurenca prehitela in ko bodo enkrat zamudili ta korak ga bo težko uloviti. Sodobni nabavnik se mora danes ukvarjati z vprašanjem kje lahko za svoj denar dobi največ produkta in kje bo ustvaril tisto razliko med prodajno in nabavno ceno, ki bo pomenila dobiček podjetja? Odgovor na to je lahko v sosednji vasi ali osamljenem kraju na drugem koncu sveta. Kako bo nabava to odkrila in izpeljala uspešno nabavo, pa je vprašanje pravilnih nabavnih strategij. Strategic marketing oriented purchasing means that companies need to start perceiving purchasing as the function, which is crucial to the success or decline of business, because in many companies expenses for purchasing represent more than 50% of the value of the product. With modern communications, fast shipping and good logistics the world has become within reach of everyone and anyone that does not adjust his thinking to this fact is doomed to failure. Markets are faced with a surplus of supply and the customer is the one who determines the prices of products, not sales departments. Therefore, only companies that transform purchasing can be successful. Purchasing departments must be in charge of purchasing suitable products for a reasonable price and so profit can be generated. This means that purchasing must be included in all processes in the company and assume certain responsibilities that were previously in the other jurisdiction. Purchasing is the one function or department of a company, which must have most information, as today purchasing is done worldwide. Purchasers must be aware of all developments in the purchasing markets. If they are not, they will be overtaken by competition and once they miss this step it will be difficult to catch up. Modern purchasing manager must deal with the question of where they can get most products for their money and where they will create that difference between the selling price and the purchase price, which will generate companies profit? The answer to this may be in a neighbouring village or in an isolated area on the other side of the world. How will purchasing identify this and successfully make the purchase is a question of appropriate purchasing strategies. Nabava strateški nabavni marketing strategije nabave stroški nabave strategic marketing oriented purchasing purchasing strategies purchasing cost true true false [L. Zorko] Slovenski jezik Angleški jezik Diplomsko delo 2016-04-27 17:51:51 2016-06-21 14:19:17 2022-06-19 03:05:21 2019-07-11 10:52:50 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.7 12343836 URN:SI:UM:DK:NBHIPM9W UN_Zorko_Luka_2016.pdf UN_Zorko_Luka_2016.pdf 1 E001DF16D69F19E3FC1BEDF8D2EF22A7 9aa62e1aa408305993008c4e36c168beb222164f4c271c529cfb142ea90e4f5d 217db876-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=90268 Ekonomsko-poslovna fakulteta 0 0 0