Digitalna marketinška strategija družinskega podjetja Boltez d.o.o.

diplomsko delo

Petra Boltez (Author), Miha Marič (Mentor)

Abstract

V sodobnem svetu je vloga digitalne marketinške strategije vse bolj pomembna, saj je na trgu vse več podjetij. Tako v večjih organizacijah kot tudi v družinskih podjetjih digitalizacija marketinških procesov prinaša mnogo koristi. Naš namen je bil prikazati ustrezno digitalno marketinško strategijo za družinsko podjetje Boltez d.o.o. V teoretičnem delu smo s pomočjo strokovne literature domačih in tujih avtorjev prikazali osnove digitalnega marketinga in strategij ter marketinga v družinskih podjetjih. V raziskovalnem delu smo podrobno predstavili družinsko podjetje Boltez d.o.o in naredili posnetek obstoječega stanja digitalnega marketinga. Za potrebe raziskave smo zbrali podatke s pomočjo kvantitativne analize in jih uporabili pri nadaljnjem intervjuju z direktorjem in odgovornim za marketing v podjetju. Dobljene rezultate smo med seboj primerjali in analizirali. Želeli smo pridobiti čim več podatkov za podajanje ustrezne digitalne marketinške strategije. Družinskemu podjetju Boltez d.o.o. smo svetovali, da začne z aktivno promocijo na spletu in na socialnih omrežjih, hkrati smo zapisali tudi nekaj predlogov. Ugotovili smo, da bi jim digitalni marketing pomagal pri sami prepoznavnosti blagovne znamke, pozicioniranju na trgu in pri iskanju novih potencialnih strank.

Keywords

digitalna marketinška strategija;digitalni marketing;družinsko podjetje;Boltez d.o.o.;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[P. Boltez]
UDC:	339.138
COBISS:	70925571
Views:	485
Downloads:	167
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Digital marketing strategy of the family enterprise Boltez d.o.o.
Secondary abstract:	In the modern world, the role of digital marketing strategy is increasingly important as there are more companies in the market. The digitization of marketing processes brings many benefits, as in larger organizations, as well as in family businesses. Our purpose was to display appropriate digital marketing strategy for the family business Boltez d.o.o. In the theoretical part, with help of science literature, we introduced the basics of digital marketing and marketing strategies in family businesses. In the research part, we presented the family business Boltez d.o.o. and made a description of the current state of digital marketing. For the purposes of the research, we collected data through quantitative analysis and use them in further interviews with the director and responsible for marketing in the company. Obtained results were collated and analyzed. We wanted to acquire as much data as possible to present an appropriate digital marketing strategy. We advised family business Boltez d.o.o. to start with active online promotion and promotion on social networks and in the end, we wrote down some suggestions. We found that digital marketing would help them in brand recognition, market positioning, and in finding new potential customers.
Secondary keywords:	Internetno trženje;Univerzitetna in visokošolska dela;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	VI, 91 f.
ID:	12909061