20.500.12556/DKUM-94449 Analiza marketinškega spleta podjetja kev d. o. o. Analysis of the marketing mix of the company kev ltd. Diplomsko delo zajema analizo marketinškega spleta podjetja KEV d.o.o., ki se ukvarja s strojegradnjo in obdelavo ter predelavo kovin ter proizvaja komponente za številna večja podjetja, ki delujejo v avtomobilski industriji in industriji malih gospodinjskih aparatov. Podjetje v največji meri deluje na medorganizacijskih trgih. Primarni namen diplomskega dela vključuje analizo marketinškega spleta podjetja KEV d.o.o. ter podajo predlogov za izboljšanje aktivnosti na področju marketinškega spleta. Najprej smo opredelili relevantna teoretična izhodišča na področju marketinškega spleta in marketinga na medorganizacijskih trgih. Opredelili smo tudi posebnosti sestavin marketinškega spleta na medorganizacijskih trgih. V empiričnem delu smo na kratko predstavili samo podjetje KEV d.o.o., njegove dobavitelje in kupce in SWOT analizo. Z direktorjem podjetja smo izvedli intervju s katerim smo lažje analizirali posamezne elemente marketinškega spleta. Sledila je analiza cene, izdelka, distribucije in promocije v podjetju KEV d.o.o. Za vsak posamezni element marketinškega spleta smo po analizi podali predloge za izboljšanje obstoječega stanja. Pri izdelku smo analizirali prodajni program serijske proizvodnje podjetja in posamično proizvodnjo v podjetju KEV d.o.o.. Analizirali smo tudi ponudbe podjetja, nakupne pogodbe, specifikacijo, kakovost in razvoj novih izdelkov. Podjetju smo predlagali, da v svojem proizvodnem procesu uporabi boljše materiale, hitrejše postopke izdelave, zmanjša količino odpadkov pri samem proizvodnem procesu in pri embalaži ter uvede nove standarde kakovosti. V okviru cen smo analizirali določanje cen storitev in izdelkov v podjetju, cenovna pogajanja in plačilne pogoje. Podjetju smo v zvezi s pogajanji predlagali konkretne predloge, kar se tiče postavljanja cen pa smo podjetju predlagali, da analizira cene konkurentov in, da izračuna točko preloma. V sklopu analize marketinških poti smo analizirali distribucijske kanale, zaloge podjetja in samo upravljanje z njimi. Podjetju smo predlagali pripravo aplikacije za spletno spremljanje stanja naročila, digitalizacijo skladiščnih procesov, obveščanje strank o stanju naročil in o času dobave ter pripravo anket s katerimi lahko merijo zadovoljstvo svojih odjemalcev. Na področju marketinškega komuniciranja smo analizirali obstoječe stanje oglaševanja, osebne prodaje, pospeševanja prodaje in odnosov z javnostmi. Podjetje trenutno ne posveča veliko pozornosti marketinškemu komuniciranju, zato smo predlagali, da poveča svojo spletno prisotnost, posodobi promocijske materiale in uporabi digitalne kanale za oglaševanje. V sklopu tega poglavja smo izdelali spletno stran, izdelali promocijska gradiva, izdelali LinkedIn in Facebook profil ter v sodelovanju s podjetjem posneli video predstavitev podjetja. V prihodnje pa bo podjetje začelo uporabljati tudi optimizacijo za spletne brskalnike. The thesis encompasses an analysis of the marketing mix of the company KEV d.o.o., which is engaged in mechanical engineering, metal processing and reprocessing, and produces components for several larger companies operating in the automotive industry and the small household appliances industry. The company operates primarily in business-to-business markets. The primary purpose of the thesis is to analyze the marketing mix of KEV d.o.o. and to provide proposals for improving its marketing mix activities. First, we defined the relevant theoretical foundations in the field of the marketing mix and marketing in business-to-business markets. We also outlined the specifics of the marketing mix elements in business-to-business markets. In the empirical part, we briefly presented the company KEV d.o.o., its suppliers and customers, as well as a SWOT analysis. An interview with the company’s director was conducted, which facilitated the analysis of individual marketing mix elements. This was followed by an analysis of price, product, distribution, and promotion in KEV d.o.o. For each element of the marketing mix, we proposed improvements to the current state. Regarding the product, we analyzed the company’s serial production program as well as custom production at KEV d.o.o. We also analyzed the company’s offers, purchase contracts, specifications, quality, and new product development. We suggested that the company use better materials in its production process, employ faster manufacturing methods, reduce the amount of waste in both production and packaging, and introduce new quality standards. In terms of pricing, we analyzed the pricing of services and products in the company, price negotiations, and payment terms. We made concrete proposals regarding negotiations and suggested that the company analyze competitor prices and calculate the break-even point when setting prices. Within the scope of distribution channel analysis, we examined the company’s distribution channels, inventory, and inventory management. We recommended that the company develop an application for online order tracking, digitize warehouse processes, inform customers about order status and delivery times, and prepare surveys to measure customer satisfaction. In the field of marketing communication, we analyzed the current state of advertising, personal selling, sales promotion, and public relations. Since the company currently does not devote much attention to marketing communication, we proposed that it increase its online presence, update promotional materials, and use digital channels for advertising. As part of this chapter, we created a website, designed promotional materials, developed LinkedIn and Facebook profiles, and, in cooperation with the company, produced a video presentation of the company. In the future, the company will also begin using search engine optimization. Marketinški splet analiza KEV d. o. o. kovinsko-predelovalna industrija medorganizacijski trgi. Marketing mix analysis KEV d.o.o. metal processing industry business-to-business markets. true true false T. Voljč] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-08-18 14:58:18 2025-09-25 12:48:06 2025-09-26 03:13:48 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 250416899 VS_Voljc_Tina_2025.pdf VS_Voljc_Tina_2025.pdf 1 86B58280E0E87A2762808C5813A204A9 ca731d8b8c634d4c0e30ded520900dc3f65d715a470f3de47f413161451c1ae6 48fd532c-8d68-11f0-9299-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=198000 Ekonomsko-poslovna fakulteta 0 0 0