Marketing v igralništvu na primeru Casinoja Larix

diplomsko delo univerzitetnega študija Organizacija in management poslovnih in delovnih sistemov

Jure Novak (Author), Goran Vukovič (Mentor)

Abstract

V diplomskem delu smo se ukvarjali s področjem igralništva na primeru podjetja HIT Larix d.d. iz Kranjske Gore. Najprej smo v teoretičnem delu podrobno predstavili vse segmente marketinškega spleta, v nadaljevanju pa smo opisali tudi marketinško strategijo in načrt. Predstavili smo igralni salon Casino Larix in njihove marketinške dejavnosti, glavne konkurente in okolje v katerem deluje. V praktičnem delu smo opisali izvedbo ankete, analizirali odgovore in s pomočjo rezultatov anketnega vprašalnika ovrgli oziroma potrdili hipoteze. Anketa je bila sestavljena na podlagi treh hipotez. V zadnjem delu diplomskega dela smo predlagali rešitve za boljšo ponudbo igralnega salona, podali pa smo tudi predloge za nove oblike oglaševanja in učinkovitejši marketinški splet. Med raziskovanjem smo ugotovili, da mora Casino Larix še naprej izvajati marketinške dogodke, saj so obiskovalci na podlagi raziskave pokazali pozitiven odziv, ter obenem povečati ponudbo in povečati prepoznavnost blagovne znamke z uporabljanjem novih načinov oglaševanja.

Keywords

igralništvo;trženje;oglaševanje;

Data

Language:	Slovenian
Year of publishing:	2014
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[J. Novak]
UDC:	339.13
COBISS:	7386643
Views:	1235
Downloads:	294
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	MARKETING IN GAMBLING ON TE CASE OF CASINO LARIX
Secondary abstract:	In this thesis, we dealt with the issue of gambling on the case of HIT Larix d.d. from Kranjska Gora. First, we presented a detailed theoretical part of all segments in the marketing mix, later we described the marketing strategy and plan. We presented Casino Larix and its marketing activities, its main competitors and the environment in which it operates. In the practical part of the thesis, we described survey, analysed the answers and by using the results of the questionnaire rejected or confirmed the hypotheses. The survey was based on three hypotheses. In the last part of the thesis, we suggested solutions to improve the offer of the casino, new forms of advertising and solutions to improve marketing mix. During the research we found out that Casino Larix should continue with implementing marketing events that showed a positive response of the visitors in the survey. At the same time they should increase offer of the casino and increase recognisability of the company’s brand by using new manners of advertising.
Secondary keywords:	gambling;marketing;advertising;marketing mix;
URN:	URN:SI:UM:
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	42 f.
ID:	8700715