Strateško načrtovanje marketinga za izdelek x

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Title:	Strateško načrtovanje marketinga za izdelek x
Authors:	ID Lesjak, Žiga (Author) ID Iršič, Matjaž (Mentor) More about this mentor...
Files:	UN_Lesjak_Ziga_2019.pdf (993,66 KB) MD5: 9319D891E63954EB43FB058576B5414E PID: 20.500.12556/dkum/a6cd31d9-2cf4-46e0-b21d-b146879424bf UN_Lesjak_Ziga_2019.zip (1,26 MB) MD5: 9DB54CE091FEE547801C28AA83CAA445 PID: 20.500.12556/dkum/d10895e9-a34f-4158-bdc9-294151c77a60
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Na vse bolj konkurenčnem trgu podjetja ne morejo preživeti, če svoje delo opravljajo zgolj dobro. Iskati morajo poslovne priložnosti in težiti k cilju – biti boljši od neposrednega konkurenta. Prav zato je dobro poznavanje strateškega marketinga ključ do uspeha. V teoretičnem delu je obravnavan proces strateškega marketinga po posameznih fazah: strateška analiza in diagnoza, strateško načrtovanje marketinga ter izvajanje in nadzor strateškega marketinga. V praktičnem delu smo izdelali empirično raziskavo – marketinški načrt za zanimivo podjetje z inovativnim izdelkom. Podjetje Serena s svojo blagovno znamko Cocoa trži čokolado visoke kakovosti, ki se ji zaradi prihodnjih značilnosti trga obeta možnost uspeha. V sklepnem delu so predstavljene ugotovitve, ki lahko kasneje služijo kot izhodišče za izboljšave znotraj izbranega podjetja.
Keywords:	strateški marketing, strateško načrtovanje marketinga, izdelek, čokolada.
Place of publishing:	Maribor
Publisher:	[Ž. Lesjak]
Year of publishing:	2019
PID:	20.500.12556/DKUM-74756
UDC:	339.13
COBISS.SI-ID:	13519388
NUK URN:	URN:SI:UM:DK:JZDS28ZU
Publication date in DKUM:	18.12.2019
Views:	1721
Downloads:	229
Metadata:
Categories:	EPF
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Licences

License:	CC BY 4.0, Creative Commons Attribution 4.0 International

Link:	http://creativecommons.org/licenses/by/4.0/
Description:	This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:	05.09.2019

Secondary language

Language:	English
Title:	Strategic marketing planning for the product x
Abstract:	In an increasingly competitive market, companies cannot survive if they do their job well only. They need to look for business opportunities and strive for a goal – be better than a direct competitor. That is why a good knowledge of strategic marketing is the key to success. The theoretical part deals with the process of strategic marketing by individual stages: strategic analysis and diagnosis, strategic marketing planning, and implementation and control of strategic marketing. In the practical part, we created an empirical research – a marketing plan for an interesting company with an innovative product. With its Cocoa brand, the Serena Company trades high quality chocolate, which, due to its future market characteristics, promises to succeed. The final section presents findings that can later serve as a starting point for improvement within the chosen company.
Keywords:	strategic marketing, strategic marketing planning, product, chocolate.

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