VPLIVI SVETOVNE GOSPODARSKE KRIZE NA MEDNARODNO TRŽENJE

Lakutkina, Yuliya

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Title:	VPLIVI SVETOVNE GOSPODARSKE KRIZE NA MEDNARODNO TRŽENJE
Authors:	ID Lakutkina, Yuliya (Author) ID Jurše, Milan (Mentor) More about this mentor...
Files:	UNI_Lakutkina_Yuliya_2014.pdf (835,06 KB) MD5: 14FCCFDAA8A0CF6E2B05AF70B42A55EE
Language:	Slovenian
Work type:	Final seminar paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Sodoben ekonomski, politični, finančni, poslovni in kulturni svet se vedno bolj povezuje in prepleta pod vplivom procesa globalizacije. Kot slabost tega procesa lahko navedemo globalno finančno in gospodarsko krizo, ki se je zaradi soodvisnosti trgov razširila na globalno raven. Ob prihodu krize v eno gospodarstvo se ta preko mednarodne menjave in trženja širi tudi drugod. Poleg tega globalizacija prinaša globalno konkurenco in potrošnike, kar sodobne kapitalistične ekonomske subjekte sili v povečevanje svoje konkurenčnosti, večji učinkovitosti poslovanja in k spreminjanju strategij z namenom prilagajanja kriznim razmeram. Politično, ekonomsko in finančno povezovanje držav prav tako omogoča, da se kriza razširi na številnih področjih, kar otežuje reševanje katerekoli panoge ali posameznega področja. V diplomskem seminarju bomo primerno pozornost namenili opisu krize, njenemu izvoru in njeni širitvi na mednarodne trge. Nato pa za lažje razumevanje sledeče vsebine opredelili tudi mednarodno trženje in vlogo okolja v trženju. Kriza je imela velik vpliv na številne trge, kar je imelo takojšen učinek na zaposlovanje, zadolževanje, padec kupne moči ipd. V diplomskem seminarju bomo opisali tovrstne posledice krize na 10 izbranih držav (Kitajska, Indija, Rusija, ZDA, Nemčija, Francija, Italija, Avstrija, Hrvaška, Slovenija) ki smo jih izbirali glede na velikost trga in obseg menjave s Slovenijo in poskusili predstaviti priložnosti oziroma rešitve. Osredotočili se bomo na mednarodno trženje v izbranih državah. Za vsako državo posebej bomo analizirali spremembe v okolju in izpostavili najizrazitejše spremembe v času krize. Kot vsaka stvar pa ima tudi kriza poleg slabosti in nevarnosti svoje prednosti in priložnosti, ki jih bomo prav tako navedli v diplomskem seminarju kot zgolj teoretične, nato pa še predstavili nekaj primerov kako so podjetja s spremembo svojih strategij poskušala izboljšati svojo konkurenčnost in se izogniti padcu produktivnosti in učinkovitosti poslovanja. Trenutne gospodarske razmere imajo svoj vpliv tudi na farmacevtsko industrijo, čeprav ta vpliv ni tako obsežen, smo za opis vpliva krize na slovensko podjetje, ki posluje na mednarodni ravni, izbrali skupino Krka d.d.. V Sloveniji sta prisotni dve veliki farmacevtski družbi, ki sta Lek d.d. in Krka d.d., ker pa podjetje Lek d.d. od leta 2002 več ni v Slovenski lasti, smo za analizo izbrali Krka d.d..
Keywords:	Mednarodno trženje, gospodarska kriza, vpliv krize na trženje, vpliv krize na trge.
Place of publishing:	Maribor
Publisher:	[Y. Lakutkina]
Year of publishing:	2014
PID:	20.500.12556/DKUM-45468
UDC:	339.5
COBISS.SI-ID:	11859996
NUK URN:	URN:SI:UM:DK:PAXRA0MQ
Publication date in DKUM:	19.11.2014
Views:	2089
Downloads:	205
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	THE IMPACT OF THE GLOBAL ECONOMIC CRISIS ON INTERNATIONAL MARKETING
Abstract:	Modern economic, political, financial, business and cultural world is becoming increasingly connected under the influence of the globalization process. We can state that the global financial and economic crisis is a weakness of this process, as it has spread on a global level because of the interdependence of markets. When it gets to financial problems in one economy, the crisis is gaining ground through international trade and marketing also elsewhere. In addition, globalization brings global competition and consumers, which force modern capitalist economic entities to increase their competitiveness and efficiency and to change strategies in order to adapt to current situations. Political, economic and financial integration also allow crisis spreading in many areas, therefore making it difficult to deal with any industry or individual area. In this seminar one section will be devoted to the description of the crisis, its origins and expansion into international markets. Afterwards, we will define international marketing and the role of environment in marketing for better understanding of the following content. The crisis has had a profound impact on many markets, which had an immediate impact on employment, debt, drop in purchasing power, etc.. In the seminar, we will describe the consequences of the crisis in 10 selected countries (China, India, Russia, USA, Germany, France, Italy, Austria, Croatia and Slovenia) which have been selected according to the size of the market and the extent of trade with Slovenia and try to present opportunities and solutions. We will focus on international marketing in selected countries. For each country, we will analyze the changes in the environment and highlight the most significant changes in times of crisis. In addition to its weaknesses and threats, crisis also has its strengths and opportunities, which will also be stated in the thesis as strictly theoretical. After, we will present few examples of how companies improved their competitiveness, avoid the fall in productivity and efficiency of the business with adaptation of new strategies. The current economic conditions have their impact on the pharmaceutical industry; although this effect is not so extensive we selected Krka Group in order to describe the impact of the crisis on the Slovenian company operating on an international level. In Slovenia, there are two large pharmaceutical companies: Lek and Krka Group. Because company Lek is no longer in Slovenian ownership, we have selected Krka Group for the analyze model.
Keywords:	International marketing, economic crisis, the impact of the crisis on marketing, the impact of the crisis on the markets.

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