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Title:OBLIKOVANJE STRATEGIJE KOMUNICIRANJA V MARKETINGU PODJETJA TERME 3000
Authors:ID Bunderla, Edita (Author)
ID Završnik, Bruno (Mentor) More about this mentor... New window
Files:.pdf VS_Bunderla_Edita_2010.pdf (999,67 KB)
MD5: 4F1BC57A9208E7D207400DB25CAC5287
PID: 20.500.12556/dkum/3d3b48b8-072a-4a2f-9287-ebd47dd50177
 
Language:Slovenian
Work type:Undergraduate thesis
Organization:EPF - Faculty of Business and Economics
Abstract:V sodobnem turizmu zgolj atraktivna in kakovostna ponudba podjetju še ne zagotavlja uspeha. Ob vse večji konkurenci med ponudniki turističnih storitev in zahtevnosti turistov je vse bolj pomembna ustrezna marketinška usmerjenost in organiziranost podjetja. Dober tržni položaj in prepoznavnost v evropskem merilu bodo podjetja lahko dosegla le s sodobno zasnovanim komuniciranjem s številnimi ciljnimi skupinami. Osnova za uspešno izvajanje tržnih aktivnosti je dobro zasnovana strategija nastopa na trgu. Strategija marketinškega komuniciranja mora biti skrbno načrtovana; podjetje mora na podlagi vseh zbranih podatkov v skladu z zastavljenimi cilji komuniciranja izbrati ustrezne komunikacijske aktivnosti in zagotoviti ustrezna sredstva za njihovo izvedbo. Terme 3000 so eno vodilnih slovenskih turističnih podjetij, ki je uspešno in uveljavljeno tudi na evropskem turističnem trgu. V skladu s sodobnimi turističnimi trendi so v podjetju razvili ključne turistične produkte, na katerih so zasnovali svoj nadaljnji razvoj. Bogato dediščino Panonskega morja, tradicijo, znanje in vrhunske turistične storitve so v Termah 3000 združili s strokovnostjo zaposlenih, prijaznostjo tamkajšnjih ljudi in urejenim okoljem ter tako ustvarili priljubljeno turistično destinacijo zdravja, lepote in bogatih doživetij. Vendar pa glede na poznavanje razmer v podjetju in ugotovitve raziskave menimo, da bi z učinkovitejšim komuniciranjem svojo uspešnost lahko še povečalo. Tako bodo morali še več naporov usmeriti predvsem v pridobivanje aktualnih informacij s tržišča in prilagajanje sodobnim turističnim trendom. Kljub nekaterim pomanjkljivostim lahko glede na uspešnost podjetja in njegove poslovne rezultate zaključimo, da je komuniciranje v marketingu Term 3000 dovolj uspešno in da je podjetje na dobri poti; ob nekaterih manjših spremembah in posodobitvah ter ob upoštevanju rezultatov tržnih raziskav bo podjetje tudi v prihodnje, na velikem evropskem trgu, lahko ohranjalo in še krepilo svoj tržni položaj. V diplomski nalogi smo preučili komuniciranje v turističnem marketingu in izpostavili pomen oblikovanja ustrezne strategije, ki je v današnjih tržnih razmerah ključnega pomena za doseganje ciljev marketinga in zagotavljanje ustreznega tržnega položaja ter uspešnosti turističnega podjetja. Pri tem smo analizirali dejavnike, ki v največji meri vplivajo na oblikovanje strategije in predstavili to dejavnost v podjetju Terme 3000. Ob primerjavi s teoretičnimi izhodišči in ugotovitvami analize smo želeli ugotoviti pomen in vlogo komuniciranja v marketingu omenjenega podjetja ter način uporabe posameznih elementov promocijskega spleta v okviru izbrane strategije komuniciranja. Z uporabo analitičnih raziskovalnih metod smo dosegli cilj, ki smo so ga zastavili in hkrati potrdili osnovno hipotezo o pomanjkljivostih na področju komuniciranja, ki bi jih ob upoštevanju danih predlogov lahko odpravili in tako še povečali poslovno uspešnost.
Keywords:turizem, marketing, zdraviliški turizem, wellness, marketinško komuniciranje, strategija komuniciranja, promocijski splet, oglaševanje, pospeševanje prodaje, odnosi z javnostmi, osebna prodaja, neposredno trženje, elektronsko trženje.
Place of publishing:Maribor
Publisher:[E. Bunderla]
Year of publishing:2010
PID:20.500.12556/DKUM-15503 New window
UDC:659.3
COBISS.SI-ID:10412828 New window
NUK URN:URN:SI:UM:DK:Q3H5PMKC
Publication date in DKUM:12.11.2010
Views:3705
Downloads:597
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:CREATING A MARKETING COMMUNICATIONS STRATEGY IN THE COMPANY TERME 3000
Abstract:In a modern tourist market it's not enough for a company just to have an attractive and qulitative product to succeed. Considering a growing competiton and a very high level of tourists demands, an adequate marketing orientation and organization of the company are getting more and more important. The companies that want to build a good market position and create its global identity will have to develop and perform a modern communication with their target markets. A well planned marketing strategy is a groundwork for successful marketing activities. Therefore the marketing communication strategy has to be very carefully planned; based on all the information from the market and in accordance to the objectives set, the company must choose the appropriate communication activities and provide the necessary funds. Terme 3000 is one of the Slovenia's leading tourist companies; it is widely successful and established also in European tourist market. According to the modern trends in tourism, the company developed some key tourist products to build upon. In Terme 3000, a rich heritage of the Panonian sea and tradition, knowledge and a top-level tourist service is combined with a professional staff, kindness of the local people and a well settled environment to create a popular tourist destination of health, beauty and a rich experience. However, knowing the circumstances in the company and according to the results of our research, we believe that the company could even increase it's success just by communicating efficiently with it's target groups. The company should put more efforts into market research to get the curent information, and adapt to the latest trends in tourism. Despite some weeknesses, considering the company's success and it's business results, we can conclude that marketing communications in Terme 3000 is efficient enough and the company is on the right path; by introducing some minor changes and updates and giving more consideration to results of marketing research, we believe that the company will be able to hold and even strenghten its market position in the european market also in future. Our work was focused in researching the marketing communications in tourism and exposing the importance of creating a suitable strategy, which is a key in today's business to achieve the marketing objectives and to ensure an adequate market position and success of a tourist company. Therefore we analized the factors, that influence creating the marketing communications strategy in general and researched how they perform these activities in company Terme 3000. Comparing the results of this research with a theory, we tried to figure out the role and importance of communications in the company's marketing and to expose in which way the particular promotion tools are used within the communication strategy. Using the analytic research methods we reached our purpose and at the same time we confirmed the hypothesis about some weeknesses in communication strategy of the company, that could be cancelled by considering some of our suggestions; In this way the company could even improve its business success.
Keywords:Tourism, Marketing, Health resort tourism, Wellness, Marketing communications, Communication strategy, Promotion mix, Advertising, Sales promotion, Public relations, Personal selling, Direct marketing, Electronic marketing.


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