Strateško marketinško načrtovanje blagovne znamke Lipa Cafe

diplomski seminar

Marko Židov (Author), Matjaž Iršič (Mentor)

Abstract

Današnji koncept marketinga poudarja dva poslovna cilja, ki sta enotna v velikih in majhnih podjetjih. To sta uspešno prepoznavanje potreb potencialnih kupcev in usmerjenost podjetja v ponujanje izdelkov oz. storitev, ki bodo zadovoljili potrebe in ob tem prinašali dobiček. Za doseganje dolgoročnih ciljev je potrebno razviti marketinške strategije. Ustrezno strateško načrtovanje obsega dovršeno analizo podjetja in okolja, v katerem poslujemo, tržno segmentiranje, izbiro ciljnih trgov, opredelitev temeljnih marketinških ciljev, oblikovanje temeljnih strategij marketinga, strateško pozicioniranje in oblikovanje osnov marketinškega spleta. Lipa Cafe je blagovna znamka, pod katero se predstavlja podjetje Lipa, z glavno dejavnostjo, prodajo toplih napitkov iz samopostrežnih avtomatov in dodatnimi dejavnostmi, kot so trženje različnih avtomatov in prodaja kave. »Samopostrežne avtomate« postavimo na dogovorjeno mesto, kjer nato redno skrbimo za njihovo oskrbo, vzdrževanje in morebiten servis. Naši glavni odjemalci so zaposleni v različnih organizacijah iz severovzhodne Slovenije. Konkurenca na tem področju je velika, zato je doseganje konkurenčne prednosti nujno za obstoj in nadaljnji razvoj, zraven tega pa je ključna tudi skrb za ohranjanje in nenehno zadovoljevanje odjemalčevih potreb. Z dovršeno analizo in strateškim načrtovanjem želimo doseči večjo prepoznavnost blagovne znamke. To je eden izmed pogojev za povečanje tržnega deleža podjetja.

Keywords

blagovne znamke;strateški marketing;strateško planiranje;organizacija;podjetje;prodaja;trženje;

Data

Language:	Slovenian
Year of publishing:	2014
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[M. Židov]
UDC:	339.138:658.626
COBISS:	11856156
Views:	2559
Downloads:	108
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Strategic marketing planning of brand Lipa Cafe
Secondary abstract:	Todays concept of marketing emphasizes two main business goals which are combined both in big and as well as in small companies. These are recognizing the need of potential buyers and direction of the company in offering products or services that will satisfy those needs and also bring profit to the company. For achieving long-term goals, marketing strategies must be developed. Suitable strategic planning consists of detailed analysis, market segmentation, choosing target markets, defining of fundamental marketing goals, shaping fundamental marketing strategies, strategic positioning and shaping the basis of marketing mix (4 P's). Lipa Cafe is a young brand. It presents company Lipa, which main activity is selling hot drinks from vending machines. Our main costumers are employees in different organisations from Northeastern Slovenia. There is a big competition in our industry, that is why achieving competitive edge is essential for our existence and future development on the market. With a sophisticated analysis of the market and a good strategy, brand can achieve greater visibility and ensure an increase of market share.
Secondary keywords:	Lipa Cafe;brand;marketing;strategic planning;organization;coffee;vending machines;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	40 str.
ID:	8730205