Strateško načrtovanje marketinga v potovalni organizaciji

magistrsko delo

Dejan Štruc (Author), Matjaž Iršič (Mentor)

Abstract

Storitveni sektor je v drugi polovici dvajsetega stoletja v gospodarstvu pričel prevzemati pobudo in tako danes predstavlja steber razvitih ekonomij. Skladno z rastjo pomena storitev se je razvijal tudi turizem. Z leti se je sorazmerno z razvojem turizma na trg pričelo vključevati vse več organizacij, kar je zaostrilo konkurenco. Še vedno smo priča primerom, ko se organizacije ne zavedajo pomena marketinga, kaj šele pomena strateškega načrtovanja marketinga. V teoretičnem delu so podrobneje predstavljena izhodišča strateškega marketinškega načrtovanja. V drugem delu je predstavljen strateški marketinški načrt v konkretni potovalni organizaciji. V sklepnem poglavju so podane ugotovitve v vezi s strateškim marketinškim načrtom potovalne organizacije X. Izpostavljene so pozitivne lastnosti in na drugi strani pomanjkljivosti. Na podlagi pomanjkljivosti so podani predlogi za odpravo le-teh oziroma so opredeljene priložnosti.

Keywords

marketing;strateški marketing;strateško planiranje;izvajanje;nadzor;potovalne agencije;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[D. Štruc]
UDC:	339.13:005.51(043.2)
COBISS:	12828188
Views:	815
Downloads:	132
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Strategic marketing planning in traveling organization
Secondary abstract:	In the second half of the 20th century, the service sector started to take the initiative in the economy and today it represents the fundament of developed economies. In line with the growing service sector, tourism has also developed. Over the years, more and more organizations began participating in tourism sector, what was consequence of tourism development. All this led to an increasing competition in tourist sector. We are still witnessing cases where organizations are not aware of the importance of marketing and the importance of strategic marketing planning. In the theoretical part are described the points of strategic marketing planning. The second part presents a strategic marketing plan in a specific travel organization. The concluding chapter provides conclusions regarding the strategic marketing plan of travel organization X. Exposed are positive features and, on the other hand, defects. Based on deficiencies are made suggestions to eliminate these defects and convert them to opportunities.
Secondary keywords:	Travel organization;strategic analysis and diagnosis;strategic marketing planning;implementation of strategic marketing;strategic marketing control.;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	III, 73 str.
ID:	10847889