20.500.12556/DKUM-94714 ANALIZA STANJA IN PRIPRAVA MARKETINŠKEGA NAČRTA V PODJETJU X ANALYSIS OF THE SITUATION AND PREPARATION OF MARKETING PLAN FOR COMPANY X Marketinško načrtovanje je pomembno v velikih in majhnih podjetjih, kot je podjetje X. V tovrstnih podjetjih večino nalog opravlja lastnik sam, tako od vodstvenih in marketinških do finančnih. Prav zato je priprava ustreznega marketinškega načrta ključna, saj lastniku prihrani čas in denar, hkrati pa zagotovi jasno zastavljene cilje, strategije, opredeljene ciljne skupine in temu prilagojene marketinške aktivnosti. V diplomskem delu smo obravnavali pomen marketinškega načrta v podjetjih ter predstavili proces marketinškega načrtovanja z njegovimi glavnimi sestavinami, kar smo prikazali tudi na praktičnem primeru. Podjetje smo analizirali na podlagi intervjuja z lastnikom ter pripravili SWOT analizo, opredelili strateške cilje ter podali predlog marketinške strategije in taktike. Poleg tega smo oblikovali predlog marketinškega načrta z natančno določenimi aktivnostmi, časovnim načrtom in okvirnim finančnim načrtom. Na podlagi anketnega vprašalnika smo ugotovili, da na poslovanje podjetja pomembno vplivajo priporočila strank, pri čemer te bolj kot na ceno dajejo poudarek na kakovost opravljenih storitev. V zaključku naloge smo oblikovali priporočila za podjetje z namenom izboljšanja prepoznavnosti in nadaljnje rasti. Marketing planning is important in large and small companies, such as Company X. In such companies, the owner handles most tasks, from management and marketing to financial ones. Therefore, preparing an appropriate marketing plan is crucial, as it saves the owner time and money, while ensuring clearly defined goals, strategies, target groups, and marketing activities tailored to them. In this thesis, we discussed the importance of a marketing plan in companies and presented the process of marketing planning with its main components, which we also illustrated with a practical example. We analyzed the company based on an interview with the owner, prepared a SWOT analysis, defined strategic goals, and proposed a marketing strategy and tactics. We have also developed a marketing plan proposal with precisely defined activities, a timeline, and a rough financial plan. Based on the survey questionnaire, we found that customer recommendations have a significant impact on the company's operations, with customers placing more emphasis on the quality of services provided than on price. In the conclusion of the assignment, we formulated recommendations for the company with the aim of improving its recognition and further growth. Analiza stanja marketinški načrt marketinške aktivnosti marketinški splet analiza okolja urejanje okolice. situation analysis marketing plan marketing activities marketing mix environmental analysis landscaping. true true false D. Plohl] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-08-26 08:36:13 2025-10-28 11:16:23 2025-10-29 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 0000-00-00 339.13 255044611 VS_Plohl_Doroteja_2025.pdf VS_Plohl_Doroteja_2025.pdf 1 CF8389CB24997C526B3E2A0DDF74A6F5 75bd1151451d7a4f53cfb4055b5f3cc9f116cc57666f9ac4a2262f922a4e5742 30bf9906-987b-11f0-8a3e-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199056 Ekonomsko-poslovna fakulteta 0 0 0