TRGOVSKE IN DISKONTNE ZNAMKE KOT NOVA TRŽNA STVARNOST ZA DOBAVITELJE IN PORABNIKE

Kocuvan, Anita

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Title:	TRGOVSKE IN DISKONTNE ZNAMKE KOT NOVA TRŽNA STVARNOST ZA DOBAVITELJE IN PORABNIKE
Authors:	ID Kocuvan, Anita (Author) ID Jurše, Milan (Mentor) More about this mentor...
Files:	UNI_Kocuvan_Anita_2011.pdf (1,14 MB) MD5: 55ECE6995B7A5F55A5881DF0FD54D30F PID: 20.500.12556/dkum/dbb56e9d-5b6a-4bfd-b7e5-7bdb6bf3fbc9
Language:	Slovenian
Work type:	Final seminar paper
Organization:	EPF - Faculty of Business and Economics
Abstract:	V diplomskem seminarju smo opredelili blagovno znamko, trgovska in diskontna podjetja ter njihove blagovne znamke. Blagovne znamke lahko opravljajo zelo različne funkcije, vendar so najpomembnejše tiste funkcije, ki jih znamke opravljajo za ponudnika in povpraševalca. Z blagovno znamko prepoznamo proizvajalca ali trgovca. Trgovska blagovna znamka je tista znamka, ki jo uvede trgovska hiša oz. prodajalec. Izdelki z blagovno znamko v diskontnih trgovinah imajo nižjo ceno kot izdelki z blagovno znamko v trgovskih podjetjih. V diplomskem seminarju smo ugotovili, da se dobavitelji (proizvajalci) srečujejo tudi s slabostmi. Med proizvajalci prehrambnih izdelkov nastopajo skoraj vsa velika slovenska podjetja. Največja trgovca v Sloveniji, Mercator in Spar, imata največja deleža slovenskih proizvajalcev izdelkov lastne trgovske blagovne znamke (TBZ). Ugotovili smo tudi, da se je prodaja v diskontih v zadnjih letih povečala (k temu pripisujemo rast diskontov kot so Aldi in Lidl). Diskontni trgovci so v preteklih 12 letih trgovine odpirali z veliko hitrostjo. Aldi je v Evropi odpiral v povprečju pet trgovin tedensko, medtem, ko je bil Lidl še uspešnejši s povprečno šestimi novimi trgovinami na teden.
Keywords:	blagovna znamka, trgovska blagovna znamka, diskontna blagovna znamka, trgovsko podjetje, diskont, dobavitelji (proizvajalci)
Place of publishing:	Maribor
Publisher:	[A. Kocuvan]
Year of publishing:	2011
PID:	20.500.12556/DKUM-17473
UDC:	658.6
COBISS.SI-ID:	10841372
NUK URN:	URN:SI:UM:DK:IBSTHALZ
Publication date in DKUM:	21.11.2011
Views:	2136
Downloads:	308
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	COMMERCIAL AND DISCOUNT BRAND AS A NEW MARKET REALITY FOR SUPPLIERS AND CUSTOMERS
Abstract:	In the dissertation seminar, we defined brands, commercial and discount houses and there brands. Brands can do very different tasks, however the most important functions are those that the brands are doing for the bidder or the consumer. The brand helps us to recognize the manufacturer or the merchant. Commercial brand name is introduced by a firm or a seller. In discounts the products with brand name have lower prices as products with brand names in commercial companies. In the dissertation seminar, we learned that the suppliers (manufacturers) are confronted with disadvantages. Almost all large Slovene companies are appearing among producers of nutritive products. The largest merchants in Slovenia, Mercator and Spar, have the largest shares of Slovene manufacturers with products of their own commercial brand names. We learned that the sales in discounts increased in the last years (mainly because of the growth of Aldi and Lidl). In the last 12 years the discount merchants have opened there stores with high speed. In Europe, Aldi opened five stores per week, meanwhile was Lidl more successful, with an average of six new stores per week.
Keywords:	brand name, commercial brand, discount brand, commercial company, discount store, suppliers (manufacturers, producers)

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