20.500.12556/DKUM-89087 Analiza perspektivnih segmentov - gostov podjetja Podzemlje Pece, d. o. o. Analysis of perspective segments - guests of the company Podzemlje Pece, d. o. o. Marketinške dejavnosti se ves čas spreminjajo. Danes je zelo pomembno, da podjetja poznajo svoje odjemalce in jih znajo razvrstiti v različne skupine, temu rečemo segmentacija. V diplomskem delu smo analizirali, kaj je segmentiranje. Spoznali smo, kakšen je postopek segmentiranja ter kakšni so pogoji za uspešno segmentiranje. Opredelili smo, kako lahko podjetja segmentacijo uporabljajo v procesu pozicioniranja ter opisali, kaj to je in kako poteka. Za praktični primer smo izbrali podjetje Podzemlje Pece, d. o. o., turistični rudnik in muzej, zato smo v diplomskem delu predstavili, kaj je turistični trg, kako poteka monitoring le-tega in kako ga lahko segmentiramo. Raziskovali smo, kakšno je segmentiranje v izbranem podjetju, pred izvedbo raziskave pa smo izbrano podjetje in njegovo ponudbo tudi opisali. Da smo spoznali, katere segmente ima podjetje, smo opravili intervju z direktorico ter anketo z gosti Podzemlja Pece. Ker pa je to turistični muzej, kjer opravljajo vodene oglede skupin, smo raziskavi dodali tudi intervju vodnika, s katerim smo izvedeli, kako se vodenje spreminja glede na določene segmente. Odgovore intervjuja in ankete smo analizirali in na podlagi pridobljenih informacij napisali predloge za izboljšanje segmentacije v podjetju. Marketing activities are constantly changing. Today, it is very important for companies to know their customers and to classify them into different groups – a process known as segmentation. In our thesis, we analysed what segmentation is. We learned about the segmentation process, the fundamentals that can be used, and the predispositions for a successful segmentation. We defined how companies can use segmentation in the positioning process, described what positioning is and what its process entails. As a case study we selected the company Podzemlje Pece, d. o. o., a tourist mine, and a museum. Therefore, in our thesis, we also presented what tourism market is, how its monitoring occurs, and the process of segmentation. We explored the segmentation in the selected company by first describing the company and its products. To understand the segments the company caters to, we interviewed the company's director and conducted a survey among the visitors of Podzemlje Pece. Since it is a museum that offers guided tours for groups, we also included an interview with a guide to understand how the guiding varies based on certain segments. We analysed the responses from the interviews and surveys and, based on the obtained information, proposed suggestions for segmentation improvement within the company. Podzemlje Pece segmentiranje prilagajanje programa intervju anketiranje Peca Underground segmentation programme adaptation interview survey true true false T. Štruc Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-06-12 14:15:46 2024-08-20 14:25:56 2024-08-21 03:41:09 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.487 204735491 VS_Struc_Tea_2024.pdf VS_Struc_Tea_2024.pdf 1 1758E034CFA489F3A8FDFB036EAECD69 e177e7d12a63ffb3266dbaa72801218efc6fcf0df119b184a16fdf3d90d4595b 71144b28-3e25-11ef-9361-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=181322 Ekonomsko-poslovna fakulteta 0 0 0