20.500.12556/DKUM-86149 MERJENJE POZICIJE BLAGOVNE ZNAMKE UNISTARPRO PODJETJA UNISTAR LC D. O. O., LJUBLJANA MEASURING THE POSITION OF THE UNISTARPRO BRAND, UNISTAR LC D.O.O., LJUBLJANA Informacijska tehnologija je v vsakem podjetju postala ena izmed ključnih strategij podjetja, brez nje podjetje na trgu ni konkurenčno in ne more kakovostno ter učinkovito delovati. V današnjem času že zelo težko ločimo informacijsko tehnologijo in poslovanje samega podjetja. Informacije so postale največja konkurenčna prednost podjetja. Pričakovanja odjemalcev so vedno večja in bolj zahtevna, ker se informacijska tehnologija hitro razvija. Podjetja v IT panogi se morajo usmerjati v svojo konkurenčno prednost pred ostalimi ponudniki na trgu, kar je kakovost, storitve, cena in odzivni čas. V magistrski nalogi smo ugotavljali, kako blagovna znamka UnistarPRO podjetja Unistar LC d. o. o., Ljubljana pozicionira na slovenskem B2B trgu. Podjetje Unistar LC d. o. o., Ljubljana in podjetja X, Y, Z smo primerjali po različnih kriterijih; primerjali smo kakovost, ceno, odzivne čase in izkušnjo odjemalca. Anketiranci ocenjujejo, da ima UNISTAR LC d. o. o. v primerjavi z ostalimi tremi podjetji najvišjo kakovost storitve, najvišjo ceno, skoraj najvišjo hitrost odziva, z njimi imajo anketiranci najboljšo izkušnjo, prav tako pa menijo, da je ugled znamke najvišji. Ker se IT razvija zelo hitro, se morajo podjetja v IT panogi hitro prilagajati tem spremembam, da obdržijo svojo konkurenčnost na trgu. Te prednosti se kažejo v kakovosti storitev, ceni in odzivnem času. Information technology has become one of the company's key strategies in every company, without information technology which the company is no longer competitive in the market and cannot exist. Nowadays, it is very difficult to separate information technology and the business of the company itself. Information has become the company’s biggest competitive advantage. Customer expectations are always higher and more demanding as information technology evolves at the speed of light. Therefore, companies in the IT industry need to focus on their competitive advantage over other providers in the market, which is quality of service, price and response time. In this Masters Thesis we determined how the UnistarPRO brand of Unistar LC d.o.o., Ljubljana is positioned on the Slovenian B2B market. We compared the company with competing companies X, Y, Z according to a set of different criteria: perceived quality, price, reponse times and customer experience. Respondents estimate that UNISTAR LC d.o.o. compared to the other three companies, they have the highest quality of service, the highest price, almost the highest response speed, they have the best experience with them, and they also think that the reputation of the brand is the highest. Blagovna znamka pozicioniranje marketing informacijska tehnologija odjemalec. Brand positioning marketing information technology consumer. true true false M. Zidanšek Slovenski jezik Angleški jezik Magistrsko delo/naloga 2023-10-13 11:58:40 2024-02-16 12:49:30 2024-02-17 03:18:07 0000-00-00 00:00:00 2023 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.626:004 185804803 MAG_Zidansek_Masa_2024.pdf MAG_Zidansek_Masa_2024.pdf 1 C0E452A72B21411244C589B24ACBCE51 c48c2e8bc858a132a2fb079329755315542a1c5d33d2c266d27c8efb7bc0751d 75865f71-bbbf-11ee-8ab8-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=175655 Ekonomsko-poslovna fakulteta 0 0 0