UPORABNOST ZASNOVE UPRAVLJANJA BLAGOVNIH SKUPIN V MARKETINGU

Gosak, Tadej

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Title:	UPORABNOST ZASNOVE UPRAVLJANJA BLAGOVNIH SKUPIN V MARKETINGU
Authors:	ID Gosak, Tadej (Author) ID Radonjič, Dušan (Mentor) More about this mentor...
Files:	MAG_Gosak_Tadej_2015.pdf (3,69 MB) MD5: 781B3FE2C6E82A2714C8741EC2FF1C94
Language:	Slovenian
Work type:	Master's thesis
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Zaostrene gospodarske razmere v zadnjih letih občutijo v domala vseh gospodarskih panogah. Padec potrošnje in manjša kupna moč se v proizvodnih podjetjih kažeta v manjši prodaji, viških proizvodnih zmogljivosti in nižjih prodajnih cenah. Podjetja s težavo odplačujejo kredite za investicije iz časa konjunkture in imajo potrebe po dezinvestiranju. Soočajo se tudi s pomanjkanjem likvidnih sredstev za tekoče poslovanje. Z obstoječimi programi ustvarjajo premalo dodane vrednosti, njihov fiksni stroški so previsoki. S podobnimi težavami se soočajo tudi v trgovskih organizacijah. Manjša kupna moč se kaže v manjših izdatkih gospodinjstev in spremenjenih nakupnih navadah. Ob ekonomskih učinkih, ki so posledice recesije, pa je kriza primeren trenutek, da podjetja v svoje delovanje uvedejo nove prakse poslovanja, s katerimi želijo izboljšati poslovno učinkovitost in ta način delovanja prenesti v nenehno izboljševanje poslovnih procesov. Za učinkovitejše poslovanje ki se bolje osredotoča na potrošnika, je praksa razvila upravljavski koncept t.i. category managementa, ki temelji na načrtnem in sistematičnem upravljanju sortimenta. Category management v poslovanje uvaja model kooperacije in poudarja sodelovanje med trgovsko in proizvodno organizacijo. Obe sta v tem modelu zavezani k projektnemu sodelovanju, katerega cilj je povečanje prodaje in dobička. Magistrska naloga bo obravnavala teoretične vidike category managementa, ki jih bomo nadgradili z raziskavo njegovega vpliva na obseg prodaje, vključili pa bomo tudi nekatere primere iz prakse.
Keywords:	Category Management
Place of publishing:	Selnica ob Dravi
Publisher:	T. Gosak
Year of publishing:	2015
PID:	20.500.12556/DKUM-47467-6d314d66-360c-0c16-6d59-d4cfcecbfa3e
UDC:	658.8
COBISS.SI-ID:	12014108
NUK URN:	URN:SI:UM:DK:VVFUNG5N
Publication date in DKUM:	07.07.2015
Views:	1514
Downloads:	217
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Application of Category Management concept in marketing
Abstract:	The harsh economic conditions of recent years have been experienced by virtually all industries. For suppliers, the drop in consumption and reduced purchasing power resulted in lower sales, surplus production capacities, and lower selling prices. Businesses struggle to repay loans for investments taken under more favorable economic conditions and are under constant pressure to disinvest. Their liquid assets do not suffice to maintain even the most basic day-to-day operations, the existing programs do not generate enough added value, and fixed costs are simply too high to sustain. Retailers and distributors face similar problems; to them the recession has brought about, first and foremost, a change in business terms and conditions. The reduced purchasing power is reflected in lower household expenditures and changes in consumers’ shopping behavior. Faced with economic effects of the recession, however, businesses may view the crisis also as an opportunity to introduce new practices in order to increase their business efficiency and continuously improve their business processes. Category management, which is based on planned and systematic management of a company’s assortment, is an efficient, consumer-focused concept that provides an answer to these challenges. Category management introduces a collaborative model into a business’ operations, which alters the relationship between the retailer and the supplier. Instead of the traditional adversarial confrontational model, which is mostly used today, the relationship moves to one of collaboration, with the aim to increase their sales and profits. This Master's thesis addresses theoretical aspects of category management which are complemented by the results of an empirical study of its impact on sales volumes, followed by selected examples from the professional practice.
Keywords:	Category Management

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