MARKETING STORITVE LISBON SURF EXPERIENCE V COSTA CAPARICI NA PORTUGALSKEM

Barbo Gruden, Tin

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Title:	MARKETING STORITVE LISBON SURF EXPERIENCE V COSTA CAPARICI NA PORTUGALSKEM
Authors:	ID Barbo Gruden, Tin (Author) ID Vukovič, Goran (Mentor) More about this mentor...
Files:	UNI_Barbo_Gruden_Tin_2014.pdf (1,51 MB) MD5: F76FCA9ECD739CBD6B50166FA3273F4B
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	V 21. stoletju se podjetja za svoj prodor ali obstoj na trgu opirajo na inovativne marketinške pristope. S pravilno marketinško strategijo si skušajo zagotoviti čim večji delež segmenta trga. Zato morajo mlada podjetja, kakršno je tudi Surfgasm Lisbon Surf Club, izvesti analize trga, da lahko ustvarijo profil potencialnih strank in ugotovijo, kakšen del trga lahko prevzamejo s svojo storitvijo ali produktom. Raziskali bomo nove pristope na tržišče lizbonskih Erasmus študentov, preučili bomo možnosti povečanja sezonskih strank v klubu in izboljšanje mesečnega donosa. Diplomska naloga ima v prvem delu opisane cilje in hipoteze, ki se navezujejo na športno društvo. V drugem delu je predstavljena teorija o marketinški strategji in načrtu, ki je temelj nadaljnim raziskavam v naslednjih poglavjih. Za tem sledi predstavitev športnega društva in marketinška analiza, s katero bomo v zadnjih poglavljih odgovarjali na zastavljene hipoteze. S pomočjo ankete smo raziskali tržišče Erasmus študentov v Costa Caparici (Lisboni), ki so željni izkušnje deskanja na valovih. Ugotovili smo, da za večino anketirancev velja, da so v starostnem razponu med 21 in 26 leti starosti in da ima surfanje veliko kompetenčno prednost pred ostalimi športi v Lizboni. Prav tako smo prikazali slabo informiranost študentov o surf storitvah v Lizboni in da je najbolj učinkoviti marketinški kanal ustno priporočilo. V zaključnem delu smo predstavili možnosti aplikacije v praksi znotraj Surfgasm Lisbon Surf Cluba.
Keywords:	marketing, storitev, deskanje, Lizbona, Erasmus
Place of publishing:	Maribor
Year of publishing:	2014
PID:	20.500.12556/DKUM-45066
COBISS.SI-ID:	7326739
NUK URN:	URN:SI:UM:DK:ZDCCYRJT
Publication date in DKUM:	03.09.2014
Views:	1554
Downloads:	142
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Categories:	FOV
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Secondary language

Language:	English
Title:	MARKETING OF LISBON SURF EXPERIENCE SERVICES IN COSTA CAPARICA, PORTUGAL
Abstract:	In the 21st Century, companies use innovative marketing approaches to penetrate the market or to keep a competitive position in an existing segment. With a proper marketing strategy, they seek to ensure a greater share of the market. Therefore, start-up companies, including Surfgasm Lisbon Surf Club, have to conduct a market analysis in order to create a profile of potential customer and identify the degree of the market penetration they can achieve with the delivered service or product. We are going to explore new approaches to the market of Erasmus Students living in Lisbon. Further examination is going to take place to find possibilities of how to increase the number of sessional customers enrolled in the Club and to find new channels to increase the monthly income. First part of the thesis describes objectives and hypothesis that are directly connected with the sport association. In the second part, the theory of marketing strategy and plan is going to be presented. Following chapters, that are presenting the sport association Surfgasm Lisbon Surf Club, are based on the theoretical background from the second part. The last chapters marketing analysis is covering, approving or denying the testable hypothesis. With the conducted survey, we are going to explore the potential market of Erasmus students of Costa Caparica (Lisbon), who are eager to experience wave surfing. Research has shown that majority of respondents are considered to be in the age range between 21–26, furthermore we proved that surfing it’s one of the most desired sports to experience between Lisbon’s Erasmus students. Also the final thesis demonstrates, that Erasmus students are poorely informed when it comes to surfing services. Lastly we have presented the results, which show that the most effective marketing channel is word to word practice. In the final stage of thesis, put-to-practice and demonstration of potential applications of Surfgasm Lisbon Surf Club is going to be explained.
Keywords:	marketing, service, surfing, Lisbon, Erasmus

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