20.500.12556/DKUM-92898 Analiza uspešnosti digitalne prodaje izdelka Iphone 15 na ameriškem trgu Analysis of effectiveness of online sales of product Iphone 15 in the USA market V diplomskem delu smo proučili področje spletne prodaje z vidika analize uspešnosti podjetja Apple, s poudarkom na prodaji izdelka iPhone 15. Namen naloge je bil predstaviti teoretične osnove prodajnega procesa in analize prodaje, opredeliti značilnosti spletne prodaje, predstaviti podjetje Apple ter analizirati uspešnost spletne prodaje modela iPhone 15. V diplomskem delu smo uporabili deskriptivno metodo, metodo analize in sinteze ter metodo interpretacije podatkov, zbranih iz javno dostopnih poročil, tržnih analiz in statističnih virov. Na osnovi podatkov smo preverjali tri hipoteze, ki so se nanašale na rast prodaje modela iPhone 15, vpliv cenovne politike na konverzijo spletne prodaje in cenovno občutljivost spletnih kupcev. Rezultati raziskave kažejo, da skupna prodaja modela iPhone 15 ni presegla prodaje prejšnjih generacij, saj se je v primerjavi z letom prej delež prodaje nekoliko znižal. Kljub temu ostaja iPhone ključni vir prihodkov za podjetje Apple. Ugotovljeno je bilo, da visoka cena negativno vpliva na stopnjo konverzije, še posebej v digitalnem okolju, kjer so potrošniki bolj občutljivi na cenovne razlike. Spletna prodaja ostaja pomemben prodajni kanal, ki pa zahteva prilagoditev strategije glede na vedenje sodobnih uporabnikov. Naloga tako prinaša vpogled v povezavo med ceno, uspešnostjo prodaje in vedenjem potrošnikov v digitalnem prostoru. This thesis examines the field of online sales through a performance analysis of the company Apple, with a focus on the sales of the iPhone 15. The purpose of the thesis was to present the theoretical foundations of the sales process and sales analysis, define the characteristics of online commerce, introduce the Apple company, and analyze the performance of the iPhone 15 in the context of digital sales. The research employed descriptive, analytical, and synthetic methods, as well as interpretation of data gathered from publicly available reports, market analyses, and statistical sources. Based on this data, three hypotheses were examined, related to the growth of iPhone 15 sales, the impact of pricing strategy on online conversion, and the price sensitivity of digital consumers. The findings indicate that overall iPhone 15 sales did not surpass those of previous generations, as its share in total iPhone sales slightly declined compared to the previous year. Nevertheless, the iPhone remains a crucial revenue source for Apple. It was found that the high pricing negatively affects the conversion rate, especially in the digital environment, where consumers are more sensitive to price differences. Online sales remain a vital channel for Apple, but require strategic adjustments based on modern consumer behavior. The thesis offers insight into the relationship between pricing, sales performance, and customer behavior in digital commerce. Apple iPhone spletna prodaja analiza uspešnosti cilji. Apple iPhone online sales analysis of effectivness goals. true true false B. Pušnik Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-05-23 09:51:19 2025-08-14 12:11:56 2025-08-15 03:22:31 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8:004.738.5 245664003 Bine_Pušnik_1_pdfA.pdf Bine_Pušnik_1_pdfA.pdf 1 3B4BD5B948C4991D4A7B7F345FA26169 13516f2a16f8fbb84089f7f9ea4c8c70f67f78ad9082dfefa36978ee37858453 e671ecc5-777c-11f0-a28d-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=195162 Ekonomsko-poslovna fakulteta 0 0 0