Analiza perspektivnih segmentov - gostov podjetja Podzemlje Pece, d. o. o.

Štruc, Tea

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Title:	Analiza perspektivnih segmentov - gostov podjetja Podzemlje Pece, d. o. o.
Authors:	ID Štruc, Tea (Author) ID Lebe, Sonja Sibila (Mentor) More about this mentor...
Files:	VS_Struc_Tea_2024.pdf (2,29 MB) MD5: 1758E034CFA489F3A8FDFB036EAECD69
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Marketinške dejavnosti se ves čas spreminjajo. Danes je zelo pomembno, da podjetja poznajo svoje odjemalce in jih znajo razvrstiti v različne skupine, temu rečemo segmentacija. V diplomskem delu smo analizirali, kaj je segmentiranje. Spoznali smo, kakšen je postopek segmentiranja ter kakšni so pogoji za uspešno segmentiranje. Opredelili smo, kako lahko podjetja segmentacijo uporabljajo v procesu pozicioniranja ter opisali, kaj to je in kako poteka. Za praktični primer smo izbrali podjetje Podzemlje Pece, d. o. o., turistični rudnik in muzej, zato smo v diplomskem delu predstavili, kaj je turistični trg, kako poteka monitoring le-tega in kako ga lahko segmentiramo. Raziskovali smo, kakšno je segmentiranje v izbranem podjetju, pred izvedbo raziskave pa smo izbrano podjetje in njegovo ponudbo tudi opisali. Da smo spoznali, katere segmente ima podjetje, smo opravili intervju z direktorico ter anketo z gosti Podzemlja Pece. Ker pa je to turistični muzej, kjer opravljajo vodene oglede skupin, smo raziskavi dodali tudi intervju vodnika, s katerim smo izvedeli, kako se vodenje spreminja glede na določene segmente. Odgovore intervjuja in ankete smo analizirali in na podlagi pridobljenih informacij napisali predloge za izboljšanje segmentacije v podjetju.
Keywords:	Podzemlje Pece, segmentiranje, prilagajanje programa, intervju, anketiranje
Place of publishing:	Maribor
Publisher:	T. Štruc
Year of publishing:	2024
PID:	20.500.12556/DKUM-89087
UDC:	338.487
COBISS.SI-ID:	204735491
Publication date in DKUM:	20.08.2024
Views:	245
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:	12.06.2024

Secondary language

Language:	English
Title:	Analysis of perspective segments - guests of the company Podzemlje Pece, d. o. o.
Abstract:	Marketing activities are constantly changing. Today, it is very important for companies to know their customers and to classify them into different groups – a process known as segmentation. In our thesis, we analysed what segmentation is. We learned about the segmentation process, the fundamentals that can be used, and the predispositions for a successful segmentation. We defined how companies can use segmentation in the positioning process, described what positioning is and what its process entails. As a case study we selected the company Podzemlje Pece, d. o. o., a tourist mine, and a museum. Therefore, in our thesis, we also presented what tourism market is, how its monitoring occurs, and the process of segmentation. We explored the segmentation in the selected company by first describing the company and its products. To understand the segments the company caters to, we interviewed the company's director and conducted a survey among the visitors of Podzemlje Pece. Since it is a museum that offers guided tours for groups, we also included an interview with a guide to understand how the guiding varies based on certain segments. We analysed the responses from the interviews and surveys and, based on the obtained information, proposed suggestions for segmentation improvement within the company.
Keywords:	Peca Underground, segmentation, programme adaptation, interview, survey

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