Izdelava strateškega marketinškega načrta za izdelek DJI Mavic

delo diplomskega projekta

Maja Camlek (Author), Matjaž Iršič (Mentor)

Abstract

Strateško načrtovanje se ukvarja predvsem s priložnostmi, ki bi lahko organizaciji prine-slo daljše obdobje uspešnosti. Marketinški načrt je formalni pisni dokument, ki ga obi-čajne organizacije sprejemajo letno, uspešnejše pa ga prilagodijo daljšim ciklusom. Sestavljen je iz niza analiz in njihovih strateško opredeljenih ugotovitev, taktičnih ter operativnih opcij in izbir. Bistvo strateškega marketinga organizacije je doseganje kon-kurenčne prednosti. Stopnje strateškega marketinškega načrtovanja so tržno segmenti-ranje in določanje ciljnih trgov, oblikovanje strateških ciljev marketinga, oblikovanje temeljnih strategij marketinga, strateško pozicioniranje in oblikovanje osnov marketin-škega spleta. Podjetje DJI ima sedež v Shenzhenu, ki se pogosto šteje za kitajsko Silikonsko dolino in ima neposreden dostop do dobaviteljev, surovin in mladega ustvarjalnega talenta, ki je potreben za trajnostni uspeh. Na podlagi teh virov so leta 2006 zrasli iz ene majhne pisarne v mednarodno podjetje. DJI Mavic Pro je majhen, a močan dron in z njim se lahko delajo zelo dobri posnetki iz zraka. Dron je eden izmed najbolj sofisticiranih letal-nih kamer, ki jih ponuja to podjetje.

Keywords

strateški marketing;strateško načrtovanje;načrti;izdelki;dron;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[M. Camlek]
UDC:	658.8:005.21
COBISS:	12932892
Views:	1006
Downloads:	119
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Developing a strategic marketing plan for the product DJI Mavic
Secondary abstract:	Strategic marketing mainly deals with opportunities that could bring an organization a longer period of success. Marketing plan is a formally written document which is ac-cepted on a yearly basis by an average organization but successful ones make sure to adjust it so it would fit them for longer periods of time. It consists of a string of analysis and their findings about defined strategic, tactical and operational options and/or choices. The point of strategic marketing of an organization is to obtain a competitive advantage. Levels of strategic marketing’s planning are: market segmentation and de-termining target markets, designing strategic marketing objectives, designing basic marketing strategies, strategically positioning and creating the basics of the marketing web. Company DJI’s headquarters are in Shenzen, which is often referred to as Chinese Si-licon Valley. It has a direct access to suppliers, raw materials and young creative talent, which is necessary for a long term success. In 2006, because of the aforementioned resources, they managed to grew from a small office into an international company. DJI Mavic Pro is a small but strong drone with which you can make high quality record-ings in the air. In mid-flight Drone is one of the most sophisticated flying cameras that the company is offering.
Secondary keywords:	Product;marketing;strategic marketing planning;plan;DJI Mavic;drone;
URN:	URN:SI:UM:
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	36 f.
ID:	10863169