Analiza marketinškega komuniciranja v podjetju Novatel, d. o. o.

delo diplomskega projekta

Lara Bah (Author), Borut Milfelner (Mentor)

Abstract

Skozi diplomski projekt smo se seznanili s pomembnostjo marketinškega komuniciranja, s katerim podjetje vzpostavi stik z odjemalci in ostalimi podjetji. Podrobneje smo obravnavali posamezna orodja marketinškega komuniciranja, kot so osebna prodaja, oglaševanje, pospeševanje prodaje, odnosi z javnostmi in neposredni marketing. Vsako izmed omenjenih orodij ima svojo vlogo pri načrtu komuniciranja. Lahko jih uporabljamo posamično, vendar je za večjo učinkovitost bolje, da uporabljamo vsa orodja, ki se med sabo dopolnjujejo in povezujejo, hkrati. Pri analizi v podjetju Novatel smo ugotovili, da je glavni kanal komuniciranja osebna prodaja, s katero se trudijo poistovetiti z odjemalci ter pridobiti njihovo zaupanje. V podjetju so mnenja, da je osebni stik tisti, ki šteje največ ter da se tako lahko najbolj povežeš z odjemalci in jim nudiš, kar potrebujejo in zahtevajo. Poleg osebne prodaje za doseganje svojih ciljev uporabljajo tudi ostala orodja marketinškega komuniciranja. Prišli smo tudi do ugotovitve, da se podjetje Novatel sooča z nekaj pomanjkljivostmi na področju marketinškega komuniciranja, kar bodo v prihodnje skušali tudi odpraviti.

Keywords

marketing;marketinško komuniciranje;osebna prodaja;digitalni mediji;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	L. Bah
UDC:	659.3
COBISS:	84128515
Views:	339
Downloads:	60
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Analysis of marketing communication in the company Novatel, d. o. o.
Secondary abstract:	In this diploma thesis we explored the importance of marketing communication, with which companies establish contact with clients and other enterprises. We closely examined individual marketing communication tools, such as personal selling, advertising, sales promotion, public relations and direct marketing. Each of the mentioned tools has its role in the communication plan. We can use them individually, but for greater efficiency, it is better to use all the tools that connect with each other at the same time. At Novatel, the analysis showed that the main form of communication is personal selling, with which they try to connect with clients and gain their trust. The company believes that personal contacts are the best way to form a successful business relationship that provides the clients with what they need and demand. In addition to personal selling, they also use some other elements of marketing communication to achieve their goals. We also came to the conclusion that Novatel is still facing some shortcomings in the field of marketing communication, which they will try to eliminate in the future.
Secondary keywords:	marketing communication;Novatel company;personal selling;analysis of marketing communication;
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	41 str.
ID:	13284314