Analiza potencialnih odjemalcev posebnih tekstilnih izdelkov

delo diplomskega projekta

Aljoša Perišič (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Živimo v času, ko morajo podjetja nujno in temeljito razmisliti o svoji viziji, poslanstvu in marketinški strategiji. Podjetja ne delujejo na trgu, na katerem se pojavljajo stalni konkurenti in kupci, ki ne iščejo substitutov, ampak poslujejo tako, kot bi bila na vojnem območju s hitro menjajočimi se konkurenti, zakoni, tehnologijo in vse manj zvestimi odjemalci. Podjetja se merijo v tekmi, kjer se nenehno spreminjajo pravila igre in kjer ni končnega cilja in zmage. Včasih so bila podjetja lahko uspešna, če so svoje izdelke podkrepila z učinkovito prodajo in močnim oglaševanjem, danes pa so zaradi stalno spreminjajočih se razmer na trgu in vse bolj zahtevnih odjemalcev prisiljena temeljito proučiti tržišče, potrebe odjemalcev in konkurenco. Glavna tema diplomskega projekta je tržna segmentacija, zato diplomski projekt predstavi njen osnovni pomen, pogoje za uspešno segmentacijo, ravni tržne segmentacija in osnovne pojme, povezane s segmentacijo. Predstavljena je tudi temeljna ciljna skupina posebnih tekstilnih izdelkov.

Keywords

marketing;segmentiranje;tržno segmentiranje;odjemalci;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[A. Perišič]
UDC:	339.13
COBISS:	13189660
Views:	609
Downloads:	59
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Analysis of potential buyers of special textile products
Secondary abstract:	We live in the time when the companies have to reconsider their vision, mission, and marketing strategy urgently and thoroughly. The companies do not operate in the market where standing competitors and the customers who do not look for substitutes appear. They conduct business as if they were in a war zone with rapidly changing competitors, laws, technology, and less and less faithful customers. The companies are engaged in the match where the rules of the game shift constantly and where there is no ultimate goal and victory. Sometimes, the companies could be successful if they supported their products by an efficient sales and strong advertising. Today, they are forced to thoroughly study the market, the needs of the customers, and the competition because of the conditions in the market which shift all the time and because of the customers who are more and more demanding. The main topic of the bachelor’s project is market segmentation. Therefore, the bachelor’s thesis presents its basic significance, the conditions for a successful segmentation, the levels of marketing segmentation, and the basic concepts connected with the segmentation. The basic target group of special textile products is also presented.
Secondary keywords:	marketing;market segmentation;customers;
URN:	URN:SI:UM:
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 30 str., 3 str. pril.
ID:	10961774