20.500.12556/DKUM-90548 Strategija modrega oceana kot sodobni podjetniški pristop k inovacijam na primeru hospitality programa nogometnega kluba Maribor Blue ocean strategy as a modern entrepreneurial approach to innovation on the example of the hospitality program of Maribor football club Strategija modrega oceana se osredotoča na ustvarjanje novih tržnih priložnost in diferenciacijo, s katero podjetja presegajo obstoječo konkurenco. Ta strategija temelji na vrednostni inovaciji, pri kateri podjetja ustvarjajo dodatno vrednost za stranke, hkrati pa zmanjšuje stroške. Teorija modrega oceana spodbuja podjetja, da premikajo meje industrije in ustvarjajo nove tržne prostore, v katerih konkurenca postane nepomembna. Dober primer za implementacijo te strategije je hospitality industrija, ki se osredotoča na zagotavljanje vrhunske izkušnje za stranke, s čimer se krepi zvestoba, dolgoročni odnosi s strankami ter zadovoljstvo. Hospitality industrija je tesno povezana z ustvarjanjem edinstvenih doživetij, ki presežejo osnovno ponudbo in prispevajo k večji vrednosti storitve ali proizvoda. V diplomskem delu bomo na primeru hospitality programa Nogometnega kluba Maribor analizirali ključne elemente programa, kot so finančni učinki, obiskovalci ter zadovoljstvo strank, in preučili, kako ta program vpliva na konkurenčno prednost kluba. Prav tako bomo raziskali, kako je strategija modrega oceana prispevala k razvoju programa, ter naredili SWOT-analizo. Na podlagi podatkov in analize bomo podali priporočila za nadaljnji razvoj hospitality programa, s ciljem povečati njegovo uspešnost in trajnost. The Blue Ocean Strategy fovuses on creating new market opportunities and differentioaton, allowing companie to surpass existing competition. This strategy is based on value innovation, where companies generate additional value for customers while simultaneously reducing costs. The theoryy encourages businesses to push the boundaries of their industry and create new market spaces where competition becomes irrelevant. A prime example of this strategy's implementation is in the hospitality industry, which emphasizes providing exceptional customer experiences, thereby strenghtening customer loyalty, long-term relationships and satisfaction. The hospitality industry is closely linked to creating unique experiences that go beyond the basic offering and contribute to the added value of service or product. In this thesis, the case of the hospitality program at NK Maribor will be analyzed to examine key elements such as financial impacts, visitor attendance and customer satisfaction and how this program influences the club's comptetitive advantage. Additionally, the thesis will explore how the Blue Ocean Strategy contributed to the program's development and will include a SWOT analysis. Based on the collected data and analysis, recommendations will be made for the further development of the hospitality program to enhance its success and sustainability. strategija modrega oceana vrednostna inovacija hospitality industrija diferenciacija konkurenčna prednost blue ocean strategy value innovation hospitality industry differentiation competitive advantage true true false J. Šimundža Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-09-08 21:51:03 2024-11-21 13:25:37 2024-11-22 03:11:22 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.21 215953411 UN_Simundza_Jure_2024.pdf UN_Simundza_Jure_2024.pdf 1 402CC807C3FE662BBB8698D532BC6A0B ab682e993adf91a0d2cda0208e2aaaa1d38984951c3f974cd9b9d600d94f91f7 a6aded4e-87d7-11ef-ad42-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=186431 Ekonomsko-poslovna fakulteta 0 0 0