STRATEŠKI KONCEPT TRŽENJA LASTNE BLAGOVNE ZNAMKE DRUŽBE MERKUR D.D. NA TUJIH TRGIH

Kolman, Jožef

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Title:	STRATEŠKI KONCEPT TRŽENJA LASTNE BLAGOVNE ZNAMKE DRUŽBE MERKUR D.D. NA TUJIH TRGIH
Authors:	ID Kolman, Jožef (Author) ID Jurše, Milan (Mentor) More about this mentor...
Files:	VS_Kolman_Jozef_2011.pdf (1,43 MB) MD5: D489BA5BF15D4E6CAED7166AB16B2EBC PID: 20.500.12556/dkum/f06c2c11-e936-4187-92c7-ea874b5e207a
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V Merkurju, ki je užival sloves največjega trgovca tehničnega blaga v regiji, so se konec leta 2005 odločili, da bodo uvedli lastno blagovno znamko. S to odločitvijo so kot prvo domače trgovinsko podjetje na neživilskem področju želeli slediti trendom iz mednarodnega okolja. Poleg zgleda globalnega okolja jih je v to odločitev pripeljalo tudi dejstvo, da z obstoječimi blagovnimi znamkami niso imeli možnosti večanja tržnega deleža. V očeh potrošnikom je veljal Merkur za ponudnika kakovostnih, a dražjih proizvodov. Na to so opozarjali tudi prodajni centri, ki so bili zasnovani po zgledu specializiranih prodajaln. Vse to ter več kot 110-letna tradicija Merkurja je vplivalo na končno odločitev vodstva o uvedbi prave lastne blagovne znamke z družinama BIVA in MTECH. Blagovno znamko so pozicionirali v višji srednji kakovostni segment. Z njo so hoteli privabiti nove, cenovno občutljivejše kupce, ki so želeli kupiti kakovostne in inovativne izdelke, vendar po dostopnejši ceni. Pravilnost odločitve se je pokazala predvsem z vidika dobičkonosnosti, saj so proizvodi lastne blagovne znamke ustvarjali višjo stopnjo razlike v ceni kot primerljivi izdelki tako na domačem kot tujih trgih.
Keywords:	boj blagovnih znamk, strateški koncept, lastna blagovna znamka, Merkur – prima kvaliteta, BIVA, MTECH, tržni potencial, kupna moč, tuji trgi
Place of publishing:	Maribor
Publisher:	[J. Kolman]
Year of publishing:	2011
PID:	20.500.12556/DKUM-18512
UDC:	339.138
COBISS.SI-ID:	10711068
NUK URN:	URN:SI:UM:DK:QXZTIQWW
Publication date in DKUM:	04.07.2011
Views:	2801
Downloads:	240
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	STRATEGIC CONCEPT OF MARKETING MERKUR PRIVATE LABELS IN FOREIGN MARKETS
Abstract:	Company Merkur was renowned as the biggest merchant with technical goods in a region, so at the end of a year 2005 they decided to introduce their private label. By that decision they wanted to follow trends from the international environment as the first national trade company on a non-food area. Besides the example of global environment it was also the fact that with the already existing trademarks they did not have possibilities to increase market share that contributed to that decision. In the eyes of consumers Merkur was seen as a provider of quality, but more expensive products. That was indicated also by shopping centers, which were designed like specialized stores. All of this, and more than 110-year-old tradition of Merkur had an impact on a final decision of the management to introduce private label with families BIVA and MTECH. They positioned the label in an upper middle quality segment. The purpose was to attract new, price-sensitive consumers, who wanted to buy quality and innovative products, but at more accessible price. That decision proved to be right also because those products made more profit than comparable products on domestic and international markets.
Keywords:	battle of brands, strategic concept, private labels, Merkur – prime quality, BIVA, MTECH, market potential, purchasing power, market share, foreign markets

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