Odločitveni proces pri razvoju lastne blagovne znamke

Cartl, Zala

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Title:	Odločitveni proces pri razvoju lastne blagovne znamke
Authors:	ID Cartl, Zala (Author) ID Crnogaj, Katja (Mentor) More about this mentor...
Files:	UN_Cartl_Zala_2019.pdf (1,18 MB) MD5: 05281CB2B95CC1341026C42E0364358C PID: 20.500.12556/dkum/c1991e3a-2447-46d4-969a-fcb53e519a51
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V diplomskem projektu obravnavamo pomen poslovnega odločanja s teoretičnega vidika kot tudi na primeru podjetja. Sprva smo obdelali pojavne oblike podjetništva, kjer smo se podrobneje osredotočili na družinsko podjetništvo, saj je tudi podjetje, ki ga obravnavamo v empiričnem delu, družinsko. Pojasnili smo prednosti in slabosti družinskih podjetij, kot tudi razlike med družinskim in nedružinskim podjetjem. Predstavili smo razloge, zakaj so družinska podjetja pomembna za gospodarski razvoj in kakšna je razvojna podpora družinskim podjetjem v Sloveniji. Ugotovili smo, da družinska podjetja pomembno sooblikujejo gospodarski razvoj v Sloveniji in tudi po svetu. V nadaljevanju diplomskega projekta smo opredelili proces poslovnega odločanja in pojasnili, da je skrbno načrtovanje odločitvenega procesa pomembno za izbor najustreznejše alternative za dosego zastavljenega cilja. Pri tem smo se osredotočili na odločitveni proces pri razvoju lastne blagovne znamke. Predstavili smo glavne komponente blagovne znamke in njihov pomen predstavili tudi iz marketinškega vidika. V empiričnem delu diplomskega projekta smo opredelili odločitveni proces prenove embalaže na primeru družinskega podjetja Terinda d.o.o. Po predstavitvi podjetja Terinda d.o.o. in blagovne znamke TERINDA smo opredelili celoten potek sprejemanja odločitev, povezanih s prenovo embalaže. Vsak korak v odločitvenem procesu smo podrobneje analizirali in predstavili prednosti ter slabosti izbire posamezne alternative. Ob tem smo med seboj primerjali staro in novo embalažo ter prikazali poslovne rezultate pred spremembo embalaže in po njej. Ugotovili smo, kako pomembno je, da pri pomembnih odločitvah v podjetju sledimo poteku odločitvenega procesa, da analiziramo alternative, ki jih imamo na voljo, jih medsebojno primerjamo ter na koncu izberemo najustreznejšo. Če je postopek sprejemanja odločitev opredeljen kot proces, nam to omogoča sprejem najbolj optimalne odločitve.
Keywords:	družinsko podjetništvo, poslovno odločanje, odločitveni procesi, prenova embalaže.
Place of publishing:	Maribor
Publisher:	[Z. Cartl]
Year of publishing:	2019
PID:	20.500.12556/DKUM-74631
UDC:	005.2
COBISS.SI-ID:	13486364
NUK URN:	URN:SI:UM:DK:QLBUDKLH
Publication date in DKUM:	09.12.2019
Views:	1113
Downloads:	111
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	03.09.2019

Secondary language

Language:	English
Title:	Decision Making Process of Developing One's Own Trademark
Abstract:	In the thesis project we are dealing with the importance of business decision-making from a theoretical point of view as well as in the case of a company. Initially we processed the emergent forms of entrepreneurship, where we focused more on the family-owned entrepreneurship, since the company we are dealing with in the empirical part is a family-owned company. We explained the advantages and disadvantages of family-owned companies as well as the differences between family and non-family company. We have presented the reasons why the family-owned companies are important for economic development and what is the development support for family-owned companies in Slovenia. We have found out that family-owned companies significantly co-design the economic development in Slovenia and around the world. In the continuation of the thesis project, we defined the process of business decision-making and explained that careful planning of the decision-making process is important for the selection of the most suitable alternative to achieve the set goal. In doing so, we focused on the decision-making process in developing of own brand. We introduced the main components of the brand and presented their importance from a marketing point of view. In the empirical part of the thesis project we defined the decision-making process of packaging renewal on the example of the family-owned company Terinda d.o.o. Following the presentation of Terinda d.o.o. and the TERINDA brand, we have defined the entire decision-making process related to the packaging renewal. We have analyzed each step in the decision-making process and presented the advantages and disadvantages of choosing an alternative. In this time, we have compared an old and new packaging and showed business results before and after packaging changes. We have discovered how important it is, that with important decision-making in a company we are following the course of decision-making process, that we are analyzing the alternatives we have available, comparing them with each other, and ultimately selecting the most appropriate one. If the decision-making process is defined as a process, it enables us to make the most optimal decision.
Keywords:	Family-owned entrepreneurship, business decision-making, decision-making process, packaging renewal.

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