Analiza stanja in priprava marketinškega načrta za Radio Tednik Ptuj d.o.o.

Toplak, Barbara

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Title:	Analiza stanja in priprava marketinškega načrta za Radio Tednik Ptuj d.o.o.
Authors:	ID Toplak, Barbara (Author) ID Milfelner, Borut (Mentor) More about this mentor...
Files:	VS_Toplak_Barbara_2026.pdf (1,18 MB) MD5: 280E62A4E2A7EA00BD7DAC137936C7C7
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Diplomsko delo obravnava analizo tržnega položaja in pripravo celovitega marketinškega načrta za podjetje Radio Tednik Ptuj d.o.o., ki na lokalnem trgu deluje kot ponudnik radijskih in tiskanih medijskih vsebin. V teoretičnem delu je predstavljen okvir za analizo ožjega in širšega marketinškega okolja ter za opredelitev ciljnih skupin in konkurence, kar je nato uporabljeno v empiričnem delu, kjer so analizirani značilnosti podjetja, njegovi ključni izzivi in priložnosti. Na podlagi izvedene SWOT-analize ter opredeljenih strateških in taktično-operativnih ciljev je pripravljen realen in izvedljiv marketinški načrt, ki vključuje predloge za izboljšanje digitalne prisotnosti, komunikacijskih kanalov, oglaševanja in organizacije dogodkov. Delo se zaključi z izvedbenim načrtom, ki vsebuje koledar aktivnosti, proračun in tveganja, s čimer naloga ponudi konkreten prispevek k strateškemu razvoju podjetja.
Keywords:	Radio Tednik Ptuj, marketinški načrt, ciljne skupine, SWOT-analiza, lokalni medij, konkurenca.
Place of publishing:	Maribor
Publisher:	B. Toplak]
Year of publishing:	2025
PID:	20.500.12556/DKUM-96220
UDC:	339.13
COBISS.SI-ID:	267482115
Publication date in DKUM:	05.02.2026
Views:	186
Downloads:	47
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:	10.12.2025

Secondary language

Language:	English
Title:	Market analysis and development of a marketing plan for radio tednik ptuj d. o. o.
Abstract:	The thesis analyses the market position and develops a comprehensive marketing plan for Radio Tednik Ptuj d.o.o., a local media provider offering both radio and print content. The theoretical part outlines the framework for analysing the micro- and macro-marketing environment, identifying target groups and key competitors. These theoretical foundations are then applied in the empirical section, which explores the company’s characteristics, its main challenges, and potential opportunities. Based on a detailed SWOT analysis and the definition of strategic and tactical-operational goals, a realistic and feasible marketing plan is proposed. The plan includes improvements in digital presence, communication channels, advertising, and event organisation. The thesis concludes with an implementation framework, including an activity calendar, a budget plan, and a risk assessment, thereby offering a concrete contribution to the strategic development of the company.
Keywords:	Radio Tednik Ptuj, marketing plan, target groups, SWOT analysis, local media, competition

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