20.500.12556/DKUM-70735 Analiza prodajnih cen Analysis of sales prices Konkurenca na trgu je velika. Trg je zasičen z različnimi blagovnimi znamkami in izdelki. Vsi bi želeli vedeti, kaj so najpomembnejši faktorji, ki vplivajo na nakupno odločitev. Dejstvo je, da preprostega odgovora ni. Lahko pa z gotovostjo trdimo, da sta cena in preplet komunikacijskih aktivnosti dva izmed ključnih elementov. Čokolada Milka zavzema več kot 44 % trga s čokoladami, Gorenjka več kot 12 %, Dorina predstavlja okoli 11 %, trgovske blagovne znamke okoli 10 % in Lindt dobra 2 %. Če povzamemo analizo cen, ima Mercator najnižje cene pri čokoladah trgovske blagovne znamke. Vsekakor pa je glavni favorit na trgu čokolad Spar, saj ima široko paleto izdelkov in je cenovno konkurenčen glede na trg. Pri trgovski blagovni znamki je cenovna primerjava malce težja, saj je velik dejavnik, ki vpliva na ceno, sama sestava izdelka. Produkti blagovnih znamk naj bi zagotavljali isto kakovost pri različnih trgovcih, pri trgovskih blagovnih znamkah pa so lahko odstopanja precejšnja, v odvisnosti ali trgovec zasleduje kvaliteto ali zgolj ceno. Competition on the market is high. The market is flooded with various brand names in products. We would all want to know what are the most important factors that influence purchasing decisions. The fact is there is no simple answer. However, we can assert with certainty that the price and communication activities are two of the key elements. Milka takes over 44% of the chocolate market, Gorenjka over 12%, Dorina accounts for about 11%, own trade brands around 10% and Lindt a good 2%. As we summarize the price analysis, Mercator has the lowest prices of own trade brands chocolate. In any case, the main favorite on chocolate market is Spar, because it has a wide range of products and is comparably cheap. For a own trade brand a price comparison is somewhat more difficult because a major factor affecting the price is a product's composition. While brand chocolate quality is the same with different traders, there can be a large derogation in the case of own trade brands, depending on whether the trader pursues the quality or merely the price. analiza prodajnih cen konkurenca blagovna znamka kakovost trgovci politika cen slovenski trg prodajna cena popusti ugodnosti promocija življenjski cikel izdelka promocijske cene diferencirane cene analiza raziskave cenovna primerjava sales price analysis competition trademark quality traders price policy Slovenian market selling price discounts benefits promotion product life cycle promotional prices differentiated prices analysis of the survey price comparison true true false [N. Sivka] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2018-06-11 11:15:51 2019-09-19 09:06:27 2022-08-01 19:45:04 2019-09-20 03:12:02 2018 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.5 13397276 URN:SI:UM:DK:OTIEIMZW VS_Sivka_Nastja_2018.pdf VS_Sivka_Nastja_2018.pdf 1 8FFFA6ACF90C1430F0958A6BDC456985 a3043398e88f391bc0c6b5df860ba6549f62d9cd3fda3ada76181640238b8cb7 76e17a53-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/2086d978-0e41-4871-bb27-9084b914b5b3 https://dk.um.si/Dokument.php?lang=slv&id=130965 Ekonomsko-poslovna fakulteta 0 0 0