Analiza in kritična ocena marketinškega spleta v organizaciji Steklarna Rogaška d.d.

delo diplomskega seminarja

Nuša Artič (Author), Borut Milfelner (Mentor)

Abstract

V diplomskem seminarju je bil predstavljen marketinški splet (4P), ki ga sestavljajo izdelek, cena, marketinške poti in marketinško komuniciranje. Najprej sem te prvine marketinškega spleta podrobneje predstavila teoretično, nato na primeru podjetja Steklarna Rogaška d. d. tudi praktično. Kot zaključek diplomskega seminarja sem analizirala stanje, ki je odraz trenutnega poslovanja podjetja, marketinga in prodaje. Podala sem tudi smernice in zastavljene cilje, ki jih želi podjetje v prihodnosti uresničiti ter napotke, kako in s kakšnim vedenjem to doseči. Položaj podjetja Steklarna Rogaška d. d. je podoben ostalim podjetjem na trgu, ki se spopadajo s trenutnim slabim finančnim položajem, vplivu nizkih konkurenčnih cen ter recesije. Ravno zaradi teh negativnih obetov so podjetja zaradi strahu pred izgubo; vse manj sredstev namenjajo za raziskavo trga. Zaslužek potrebujejo za sprotno delovanje in pokrivanje stroškov. Vendar je to dejanje zmotno, saj podjetja le z ustrezno izdelanim spletom marketinških aktivnosti lahko prodrejo, uspejo in obdržijo tržni položaj in so tako korak pred konkurenco. Steklarna Rogaška d. d. je s svojo dolgoletno tradicijo, visoko kakovostno proizvodnjo kristalnih izdelkov cenjena tako doma kot po svetu. Kupci teh umetnin dajejo pomen in vrednost kvalitetnemu izdelku, prav tako pa je cena primerna vrhunskemu dizajnu. Svojo prepoznavnost pa podjetje ohranja in širi s številnimi komunikacijskimi aktivnostmi, kot so sejmi (doma in v tujini), oglaševalnimi kampanjami v raznih medijih ter številnimi sponzorstvi in donatorstvi znotraj Slovenije.

Keywords

marketing;marketing mix;marketinški splet;tržne poti;tržno komuniciranje;izdelki;cene;analiza;

Data

Language:	Slovenian
Year of publishing:	2013
Source:	Maribor
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[N. Artič]
UDC:	339.13
COBISS:	11370524
Views:	1285
Downloads:	211
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing mix performance in Steklarna Rogaška d.d.
Secondary abstract:	In diploma seminar I presented marketing mix (4P); product, price, place and promotion. First I detail the elements of marketing mix, presented in theory, and then practical on case of company Steklarna Rogaška d.d. To conclude my seminar I analyzed the situation, which reflects current business operations, marketing and sales. I also made the guidelines and goals that a company wants to implement in the future, and how will achieve this. Position of company Steklarna Rogaška d. d. is similar to other companies in the market, which face with the current difficult financial situation, the impact of competitive low prices and the recession. Precisely because of these negative prospects, company for fear of loss, less resource allocated for market research, but rather for continuous operation and cost recovery. However, this act is wrong, because the company only with the appropriate marketing mix, can enter, manage and maintain market position, and they are a step ahead of the competition. Steklarna Rogaška d. d. with its longstanding tradition of producing high quality crystal products, valued at home and around the world. Customers of these artworks, give meaning and value to quality product, as well the price is reasonable world class design. Company keeps and expands visibility with numbers of promotion activities, such as fairs (home and abroad), advertising campaigns in various media and numerous sponsorships and donations in Slovenia.
Secondary keywords:	Steklarna Rogaška d. d.;marketing mix;product;price;place;promotion;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	40 str.
Keywords (UDC):	social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;trade;commerce;international economic relations;world economy;trgovina;tržišče;marketing;general questions of trade and commerce;market;splošna vprašanja o trgovanju in trgovini;
ID:	1027146