Analiza procesa prodaje prodajalca Unior strojegradnja na B2B trgih

delo diplomskega projekta

Ken Patrik Žnidarko (Author), Matjaž Iršič (Mentor)

Abstract

Prodajo razumemo kot spretnost, saj vsebuje odnose med ljudmi v menjalnih procesih. Prodaja v modernem času vse bolj pridobiva pomen, zaradi povečanega števila udeležencev na trgih in vse bolj intenzivni menjavi. Proces prodaje obsega aktivnosti komuniciranja s strankami, optimiranja izkušenj obeh strani ob nakupu omogoča doseganje ciljev podjetja. Funkcija prodaje ima dominanten vpliv na druge poslovne funkcije, zaradi tega moramo upoštevati različne dimenzije prodaje, da lažje razumemo položaj prodaje v marketingu in v samem poslovanju. Management prodaje je proces razvoja prodajne sile, usklajevanje prodajnih operacij in izvajanje prodajnih tehnik, ki podjetju omogočajo, da stalno dosega in celo preseže svoje prodajne cilje. Managerji prodaje imajo eno od najpomembnejših vlog v vsaki organizaciji. Dober manager organizira in usmerja svojo prodajno ekipo k doseganju svojih ciljev povečanja prihodkov in produktivnosti. Ton in kultura prodajnih ekip, ki jih ustvarja vodstvo prodaje, lahko pomagata ustvarjati strast in spodbujati moralo med posameznimi zaposlenimi. Proces uspešnega prodajanja vključuje sedem glavnih aktivnosti. Ključ do uspeha prodajalcev v procesu prodajanja so znanja in informacije, ki jim dajejo prednost in pogajalsko moč. K njim štejemo realno samopodobo, poznavanje področja, dejavnosti in izdelkov, poznavanje konkurentov, strank in njihovih potreb ter poznavanje širšega okolja podjetja. Pomemben za prodajno osebje je tudi sistem s katerim pridobivajo informacije za odločanje v prodaji. V spekter poznavanj, ki so ključna za uspeh prodaje, sodi tudi poznavanje vedenja strank in dejavnikov, ki nanj vplivajo. Posebej na B2B trgih je pomembno, da prodajno osebje uspešno izvaja vse faze prodajnega procesa, saj so ključne za dolgoročni obstoj podjetja na trgu. Unior Strojegradnja je majhno podjetje, čigar dejavnost se ukvarja z gradnjo tehnološko naprednih namenskih strojev za proizvajalce avtomobilov in tier 1 dobavitelje. Podjetje sodeluje s večjimi avtomobilskimi koncerni in ima vzpostavljene podružnice po več državah na svetu. Za uspešno in dolgoročno delovanje na zelo konkurenčnem trgu mora prodajno osebje biti zelo uspešno pri izvajanju prodajnega procesa.

Keywords

marketing;prodaja;management prodaje;zadovoljstvo;strojegradnja;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[K. P. Žnidarko]
UDC:	658.8
COBISS:	13481244
Views:	668
Downloads:	130
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Analysis of the process of selling Unior machine biilding on B2B markets
Secondary abstract:	We understand sales as skills because they contain relationships between people in exchange processes. Sales in modern times are gaining in importance, due to the increased number of market participants and increasingly intense exchanges. The process of sales comprises the activities of communicating with customers, optimizing the experience of both parties at the time of purchase, to achieve the goals of the company. The sales function has a dominant influence on other business functions, which is why we must consider the different dimensions of sales in order to better understand the position of sales in marketing and in the business itself. Sales management is a process of sales force development, the coordination of sales operations and the implementation of sales techniques that enable the company to continually reach, and even exceed its sales targets. Sales managers have one of the most important roles in each organization. A good manager organizes and directs his sales team to achieve his goals of increasing revenue and productivity. The tone and culture of sales teams created by sales managers can help create passion and promote morale among individual employees. The successful sales process includes seven major activities. The key to the success of the sellers in the sales process is know-how and information that gives them an edge and bargaining power. They include real self-esteem, knowledge of the field, activities and products, knowledge of competitors, customers and their needs and knowledge of the wider environment of the company. Also important for sales staff is the system by which they obtain information for decision making in sales. In the spectrum of knowledge, which are crucial for the success of sales, also includes knowing the behaviour of customers and the factors that influence it. Especially on B2B markets it is important that the sales personnel successfully execute all stages of the sales process, as they are crucial for the company's long-term existence on the market. Unior Strojegradnja is a small company whose business is engaged in the construction of technologically advanced dedicated machines for car manufacturers and tier 1 suppliers. The company cooperates with larger automotive companies and has branches in several countries in the world. For a successful and long-term operation in a highly competitive market, sales staff must be very successful in implementing the sales process.
Secondary keywords:	Marketing;sales;sales management;sales process;B2B markets;CRM;customer;tier 1;relationship;ratio;dedicated machines;machine building;satisfaction;
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	39 str.
ID:	11195896