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Title:RAZISKOVANJE TRŽNEGA POTENCIALA PODJETJA STEKLARNA ROGAŠKA D.D.
Authors:ID Smole, Mitja (Author)
ID Radonjič, Dušan (Mentor) More about this mentor... New window
Files:.pdf VS_Smole_Mitja_2011.pdf (718,23 KB)
MD5: FB1F65CD84112D2B492E821EF3ECB25F
PID: 20.500.12556/dkum/a2e546c3-c9aa-4214-af81-a9d455dc1b29
 
Language:Slovenian
Work type:Undergraduate thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Marketing si lahko razlagamo kot načrtovanje in usklajevanje investicij, proizvodnje, prodaje ter propagande, glede na potrebe in možnosti trga. Obsega prepoznavanje, zadovoljevanje in predvidevanje potreb ter želja kupcev, lahko pa ga razumemo tudi kot poslovno filozofijo, ki v središče postavlja zadovoljnega kupca. Marketing zajema vse aktivnosti, ki prispevajo k boljši in uspešnejši prodaji izdelkov, prisoten pa je tudi v vseh ostalih poslovnih aktivnostih podjetja. Pred plasiranjem novega izdelka na trg, moramo ugotoviti trenutno stanje, kakšne so potrebe in želje odjemalcev, kakšna mora biti ponudba, da si na trgu zagotovimo ustrezen položaj in kakšen odziv lahko pričakujemo od potencialnih odjemalcev ter konkurentov. Te ugotovitve lahko pridobimo z ustrezno raziskavo trga, kjer je pa posebej pomembna natančnost raziskave, saj je okolje zelo dinamično, spremenljivo in nasičeno z konkurenco. Za učinkovito izvajanje trženja uporabljano marketinški informacijski sistem (MIS) in sicer z namenom servisiranja informacij za vsa področja marketinga. Raziskava trga je jedro tega sistema in zagotavlja podatke o tržnih dogajanjih in stanju na trgih. Z raziskavo trga povezujemo odjemalce s tržniki skozi informacije, katere uporabimo za ugotovitev in določanje marketinških priložnosti in problemov. Ko tržniki postavljajo cilje se vedno poslužujejo teh informacij. Tržno raziskavo izvajamo z namenom da spoznamo potencialne odjemalce in njihovo vedenje. Na vedenje odjemalcev vplivajo trženjske spodbude kot so izdelek, cena, tržno komuniciranje, prodajne poti in metode ter druge spodbude ki so posledica osebnih, družbenih, kulturnih in psiholoških dejavnikov. Tržni raziskovalci morajo dobro poznati in skrbno spremljati proces nakupnega vedenja saj lahko le na tak način ugotovijo načine sprejemanja nakupnih odločitev proučevanega kupca. V delu diplomskega seminarja smo na začetku predstavili teoretične osnove raziskave trga. Za navajanje različnih definicij o raziskavi trga smo uporabili metodo deskripcije, ko pa smo primerjali ugotovitve različnih avtorjev pa smo uporabili metodo komparacije. V praktičnem delu smo izvedlo raziskavo trga s pomočjo spraševanja, da bi ugotovili tržni potencial za tehnične izdelke v kombinaciji z dekorativnimi elementi podjetja Steklarna Rogaška. Raziskavo smo izvedli z anketnim vprašalnikom v štirih večjih slovenskih mestih, opravili pa smo tudi štiri telefonske intervjuje s podjetji, ki proizvajajo gospodinjske aparate, zabavno elektroniko in druge izdelke za dom in prosti čas. Pridobljene rezultate smo prikazali v preglednicah in grafikonih in na podlagi le-teh uporabili induktivno sklepanje. S tržno raziskavo smo ugotovili, da med slovenskimi potrošniki ni veliko odjemalcev za izdelke podjetja Steklarna Rogaška saj se jim večinoma zdijo ti izdelki predragi, oziroma jim predstavljajo luksuzno dobrino, po katerih pa v času krize ni veliko povpraševanja. Na osnovi raziskave smo ugotovili, da bi lahko podjetje Steklarna Rogaška prodajo svojih izdelkov posredno povečala s povezovanjem s podjetji, ki proizvajajo gospodinjske aparate, zabavno elektroniko in druge izdelke za dom in prosti čas ter oblikovala skupne proizvode, ki bi vsebovali dekorativne kristalne elemente. S tem bi podjetje ustvarilo prodajo dekorativnih elementov za nadaljnjo vgradnjo, prav tako pa bi na osnovi raziskave, povečalo prodajo ostalih proizvodov.
Keywords:marketing, raziskava trga, marketinški informacijski sistem, trg, tržni potencial, uvajanje novega izdelka, prodajni potencial, podjetje Steklarna Rogaška
Place of publishing:Maribor
Year of publishing:2011
PID:20.500.12556/DKUM-19840 New window
UDC:339.13
COBISS.SI-ID:10888476 New window
NUK URN:URN:SI:UM:DK:QZXKLGBB
Publication date in DKUM:13.12.2011
Views:2992
Downloads:391
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:EXPLORING THE MARKET POTENTIAL OF COMPANY STEKLARNA ROGAŠKA D.D.
Abstract:Marketing can be interpreted as planning and coordination of investment, production, sales and propaganda, based on needs and market opportunities. It covers identifying, meeting and anticipating customers needs and desires. It can also be understood as a business philosophy that puts the center of a satisfied customer. Marketing includes all activities that contribute to better and more successful sellsment of products, and it is present in all other business activities of enterprises. Before the placement of a new product on the market, we must determine the current status, what are the needs and desires of customers, what should be our offer to provide an adequate position and what respons can we expect from potential customers and competitors. These findings can be obtained by appropriate market research, where accuracy is particularly important research becaus of very dynamic, volatile and saturated environment with competition For effective implementation of marketing, we use marketing information system (MIS) to service the information for all areas of marketing. Market Research is the core of this system and provides information on market developments and states of markets. The market research clients connect with marketers through information, which is used to identify and determine marketing opportunities and problems. When marketers are setting targets, they always use thise information. The market research is performed in order to get knowledge of potential customers and their behavior. On customer behavior affects marketing incentives such as product, price, marketing communication, sales channels and methods and other incentives as a result of personal, social, cultural and psychological factors. Market researchers have a responsibility to know and to carefully monitor the process of purchase behavior because only in such manner, the means of receipt of customer purchase decisions studied. At the beginning of this diploma paper seminar we intuducet the theoretical baisis of the market resarch. To indicate the different definitions of market research, we used the method of desription, and when we compared the findings of various authors, we used the method comparison. In practical part we have carried out market research by asking to see the market potential for technical products in combination with decorative elements of company Steklarna Rogaska. The research was conducted with a questionnaire in four major Slovenian cities, we also conducted four telephone interviews with companies that produce household appliances, consumer electronics and other products for home and leisure. We presented the gaind results tables and charts and use them as the basis of inductive inference. With the market research we found that among Slovenian consumers are not many customers for products of company Steklarna Rogaska becaouse they mostly seem these products are too expensive, or they represent them as a luxury item, according to which, in times of crisis there is not much demand. Based on the research we found that the company Steklarna Rogaška could increase sell their products indirectly by linking with companies that produce household appliances, consumer electronics and other products for home and leisure and develop joint products, which include decorative crystal elements. With this could the company create sales of decorative items for the future installation and on the basis of the study, it would as well increased sales of other products.
Keywords:marketing, market research, marketing information system, market, market potential, introduction of a new product, sale potential, company Steklarna Rogaška


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