Uvajanje nove avtomobilske blagovne znamke na tržišče hrvaške na primeru podjetja presečki grupa d.o.o.

Presečki, Rudolf

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Title:	Uvajanje nove avtomobilske blagovne znamke na tržišče hrvaške na primeru podjetja presečki grupa d.o.o.
Authors:	ID Presečki, Rudolf (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Presecki_Rudolf_2017.pdf (1,69 MB) MD5: BAE95C482D39573E7A2F01EC8330E702
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Namen magistrskega dela je preučiti in podrobneje predstaviti uvajanje nove japonske avtomobilske blagovne znamke na tržišče Hrvaške na primeru podjetja Presečki grupa d. o. o.. Naslednji namen dela je pridobiti mnenje oziroma intervjuvati dva zaposlena v podjetju Presečki grupa d. o. o., katera se ukvarjata z nabavo in prodajo japonskih vozil, konkretno znamke ISUZU. V teoretičnem delu magistrskega dela bomo razjasnili, kaj je blagovna znamka in kakšna sta vloga ter pomen avtomobilskih blagovnih znamk na tržišču. Hkrati bomo opredelili, kaj pomeni novi avtomobilski izdelek na nekem tržišču. Da ugotovimo, kaj to pomeni, bomo našteli razloge za uspeh kot tudi razloge za neuspeh na tržišču. Ko se uvaja nova blagovna znamka oziroma izdelek na tržišče določene države, se moramo zavedati pomembnosti marketinških aktivnosti in pomembnosti komunikacije z javnostjo oziroma potencialnimi kupci. Tu ima veliko vlogo samo prodajno osebje, ki mora prepričati kupca v pomembnost izdelka. Dotaknili se bomo soodvisnosti kvalitete in cene japonskih vozil. Pomembno je omeniti razvoj standardov v avtomobilski industriji in sistem kakovosti. V praktičnem delu magistrskega dela bomo izvedli dva intervjuja v podjetju Presečki grupa d. o. o.. Prvi intervju bomo izvedli z osebo, ki se ukvarja z nabavo avtomobilov v podjetju, in drugi intervju z osebo, ki se ukvarja s prodajo japonskih avtomobilov. Podjetje Presečki grupa d. o. o. je tipično podjetje, ki se ukvarja s prodajo japonskih vozil blagovne znamke ISUZU. Podjetje je pred kratkim sklenilo pogodbo z japonskim podjetjem ISUZU o generalnem zastopništvu na hrvaškem trgu za prodajo njihovih avtomobilov. Na podlagi tega dejstva bomo opravili dva intervjuja in s pomočjo ustrezne metodologije sprejeli ali zavrnili zastavljene hipoteze oziroma dejstva. V sklepu magistrskega dela bomo predstavili ključne ugotovitve in predlog ukrepov, do katerih smo prišli v raziskovalnem delu magistrskega dela.
Keywords:	japonska vozila, ISUZU blagovna znamka, ISUZU vozila, Presečki grupa d. o. o.
Place of publishing:	Maribor
Publisher:	[R. Presečki]
Year of publishing:	2017
PID:	20.500.12556/DKUM-65227
UDC:	658.6
COBISS.SI-ID:	12771612
NUK URN:	URN:SI:UM:DK:SDDUREUV
Publication date in DKUM:	12.07.2017
Views:	992
Downloads:	163
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Introducing of new automobile brand to croatian market in the example of
Abstract:	Introducing of New Automobile Brand to Croatian Market in The Example of "Presečki Grupa d.o.o."The purpose of the master thesis is to study and to introduce more details in the case of the introduction of a new Japanese car brand in the market of Croatia in the example of Presečki grupa d.o.o. The next objective is to obtain an opinion, or make the interview with two employees of the company Presečki grupa d.o.o. which are engaged in the purchase and sales of Japanese vehicles, specifically brand ISUZU. In the theoretical part of the master thesis we will clarify what is the brand, and what is the role and importance of the automotive brands on the market. At the same time, we will define what constitutes a new automotive product in a particular market. What this means, we will enumerate the reasons for the success and the reasons for the failure on the market. When a new brand or product is in the process of introduction on the market of some country we need to be aware of the importance of marketing activities, communication with the public and potential buyers. In this case very big role has sales staff who must convince potencial buyer in the importance of the product. We will also touch the interdependence of quality and prices of Japanese vehicles. Here it is important to mention the development of standards in the automotive industry and quality system. In the practical part of the master's work we'll make two interviews in the company Presečki grupa d.o.o. The first interview we'll make with the person which is engaged in purchasing cars in the company, a second interview we'll make with the person who is engaged in the sales of Japanese cars. Company Presečki grupa d.o.o is a typical company, which is engaged in the sales of Japanese brand vehicles ISUZU. The company has recently entered into an agreement with the Japanese company, Isuzu about general dealership in the Croatian market for the sale of their cars. And on the basis of this fact we will be conducted two interviews and by means of an appropriate methodology, we will accept or reject hypotheses or facts. In the conclusion of the master thesis we will present the key findings and proposed actions.,to which we have come in the research work of the master thesis.
Keywords:	Japanese vehicles ISUZU brand ISUZU vehicles Presečki Grupa d.o.o.

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