Strateško načrtovanje marketinga za izdelek X

delo diplomskega projekta

Žiga Lesjak (Author), Matjaž Iršič (Mentor)

Abstract

Na vse bolj konkurenčnem trgu podjetja ne morejo preživeti, če svoje delo opravljajo zgolj dobro. Iskati morajo poslovne priložnosti in težiti k cilju – biti boljši od neposrednega konkurenta. Prav zato je dobro poznavanje strateškega marketinga ključ do uspeha. V teoretičnem delu je obravnavan proces strateškega marketinga po posameznih fazah: strateška analiza in diagnoza, strateško načrtovanje marketinga ter izvajanje in nadzor strateškega marketinga. V praktičnem delu smo izdelali empirično raziskavo – marketinški načrt za zanimivo podjetje z inovativnim izdelkom. Podjetje Serena s svojo blagovno znamko Cocoa trži čokolado visoke kakovosti, ki se ji zaradi prihodnjih značilnosti trga obeta možnost uspeha. V sklepnem delu so predstavljene ugotovitve, ki lahko kasneje služijo kot izhodišče za izboljšave znotraj izbranega podjetja.

Keywords

strateški marketing;strateško planiranje;načrtovanje;izdelki;proizvodi;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[Ž. Lesjak]
UDC:	339.13
COBISS:	13519388
Views:	885
Downloads:	138
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Strategic marketing planning for the product X
Secondary abstract:	In an increasingly competitive market, companies cannot survive if they do their job well only. They need to look for business opportunities and strive for a goal – be better than a direct competitor. That is why a good knowledge of strategic marketing is the key to success. The theoretical part deals with the process of strategic marketing by individual stages: strategic analysis and diagnosis, strategic marketing planning, and implementation and control of strategic marketing. In the practical part, we created an empirical research – a marketing plan for an interesting company with an innovative product. With its Cocoa brand, the Serena Company trades high quality chocolate, which, due to its future market characteristics, promises to succeed. The final section presents findings that can later serve as a starting point for improvement within the chosen company.
Secondary keywords:	strategic marketing;strategic marketing planning;product;chocolate.;
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	III, 48 str., 4 str. pril.
ID:	11221720