Internacionalizacija podjetja Kozmetika Afrodita d.o.o. na trg Nemčije

magistrsko delo

Nina Skok (Author), Barbara Bradač Hojnik (Mentor), Vojko Potočan (Co-mentor)

Abstract

V tej magistrski nalogi smo na osnovi teorije o internacionalizaciji, na podlagi opravljene PEST analize, Analize izbranega mednarodnega poslovnega okolja in SWOT analize ter na podlagi študije konkretnega primera podjetja Kozmetika Afrodita d.o.o. opredelili zahtevane procese in pomensko definirali internacionalizacijo proučevanega podjetja na izbran trg. V nalogi je zajeta raziskana teorija na temo internacionalizacije s strani različnih avtorjev, njena definicija, opredeljene so oblike internacionalizacije, procesi, dejavniki, ovire in pomembnost človeških virov za uspešnost internacionalizacije. Podrobneje smo opredelili tudi samo panogo, v kateri se podjetje Kozmetika Afrodita d.o.o. nahaja, s pomočjo teorije raziskali njeno zgodovino, stanje v današnjem času in opredelili trende, ki jih trenutno raziskovana panoga narekuje. Podrobneje smo analizirali stanje panoge na slovenskem trgu, določili konkurente proučevanega podjetja in podrobneje analizirali stanje izbranega tujega trga. Pri študiji primera smo se poglobili v samo delovanje podjetja Kozmetika Afrodita d.o.o., njegovo zgodovino, vizijo, cilje, poslanstvo, procese v podjetju, razvoj in vpliv marketinga socialnih medijev na nadaljni razvoj proučevanega podjetja. V nadaljevanju so podrobneje predstavljeni načrti v zvezi z vstopom na izbran trg Nemčije, s pomočjo analiz pa smo podrobneje opredelili lastnosti trga, ovire, s katerimi se lahko srečamo ob vstopu na nemški trg, podrobneje smo analizirali ciljno skupino in nemškega kupca, opredelili njegove potrošniške navade, raziskali razlike in podobnosti med nemškim in slovenskim potrošnikom, določili naše prednosti in naše slabosti. V sklopu študije primera smo pripravili tudi praktičen prikaz internacionalizacije na izbran tuj trg, kjer smo ponudili konkretne rešitve, kako internacionalizacijo izvesti čim bolj uspešno. V praktičnem prikazu smo se osredotočili predvsem na marketinški vidik, kako uspešno pritegniti nemškega kupca in kako bi izgledal končni rezultat, ko bi podjetje vstop na izbrani tuji trg že uspešno opravilo. Cilj magistrske naloge je tako podrobneje ugotoviti, ali je za proučevano podjetje proces internacionalizacije na izbrani trg smiselna odločitev, ki bo podjetju Kozmetika Afrodita d.o.o. omogočila rast in nadaljni razvoj, hkrati pa določiti ovire, s katerimi se bo podjetje Kozmetika Afrodita d.o.o. pri internacionalizaciji na tuji trg srečala ter najti konkretne rešitve, kako se s temi ovirami čim bolje spopasti.

Keywords

analiza trga;internacionalizacija;mednarodni trg;mednarodno poslovanje;kozmetična industrija;študija primera;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[N. Skok]
UDC:	339.944
COBISS:	25409027
Views:	813
Downloads:	275
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Internationalization of Afrodita Cosmetics d.o.o. to global market of Germany
Secondary abstract:	In this master's thesis we have defined the required processes and importance of internationalization of the studied company in the German market. The thesis covers the researched theory on the topic of internationalization by different authors, its definition, it identifies forms of internationalization, processes, factors and obstacles. It also covers a detailed case study of the studied company, which includes PEST analysis, Analysis of selected international business environment and SWOT analysis. We have also defined in more detail the industry of the studied company, its history, current state of the market and trends that the current industry is dictating. We analysed in more detail the state of the industry of the Slovenian market, determined the competitors of the studied company and analyzed in more detail the state of the German market. In the case study, we delved into the operation of Kozmetika Afrodita d.o.o., its history, vision, goals, mission, processes in the company, development and influence of social media marketing on the further development of the studied company. Below, plans for entering the German market are presented in more detail, with the help of analyses we have further defined the characteristics of the market, the obstacles we may encounter upon entering the German market, we have analysed in more detail the target group and the German, defined their consumers habits , explored differences and similarities between German and Slovenian consumers, determined our strengths and weaknesses. As part of the case study, we also prepared a practical overview of internationalization on the German market, where we offered concrete solutions on how to make internationalization as successful as possible. In practical terms, we focused primarily on the marketing aspect of how to successfully attract a German customer and what the end result would look like if the company had successfully completed the internationalization on the German market. The aim of the master's thesis is thus to determine in more detail whether for the studied company internationalization to the selected market is a sensible decision that will make the studied company to grow and further develop, while at the same time possible obstacles have been identified that Kozmetika Afrodita d.o.o. could meet and concrete solutions how to best deal with these obstacles have been found.
Secondary keywords:	Market Analysis;Internationalization;Strategy;Case Study;Beauty Industry.;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	V, 60 str.
ID:	11356777