Razvoj blagovne znamke Gorenje

delo diplomskega seminarja

Alen Horvat (Author), Milan Jurše (Mentor)

Abstract

Razvoj blagovne znamke Gorenje traja že vse od leta 1950, ko se je podjetje ustanovilo v vasi Gorenje. Iz te vasi jasno izhaja tudi ime podjetja. Podjetje je največji slovenski neto izvoznik, saj izvozi 90 % vseh izdelkov. Gorenje spada med osem največjih proizvajalcev gospodinjskih aparatov v Evropi, njihov tržni delež pa se giblje okrog 4 %. Letno Gorenje proizvede okrog 5 milijonov gospodinjskih aparatov. Gorenje že od samega začetka največ daje na kakovost, razvoj ter dizajn izdelkov. Tako tudi veliko večji tekmeci priznavajo, da ima Gorenje dizajnersko zelo dodelane izdelke, ki so kvalitetni in vedno na razvojno najvišji ravni. Gorenje trenutno na svetovnih trgih nastopa z osmimi lastnimi blagovnimi znamkami to so: Gorenje, Asko, Atag, Pelgrim, Upo, Mora, Etna in Korting. V osnovi gre za delniško družbo, d.d., ki kotira na ljubljanski borzi kot krovna družba, pod njo pa je 101 podjetje, od tega kar 78 tujih. Razvoj blagovne znamke Gorenje je potekal skozi vsa desetletja, odkar obstaja Gorenje. Med prvimi izdelki so bili štedilniki na trda goriva in kaj kmalu so jih začeli izvažati v Nemčijo, kjer so takoj pustili svoj pečat. Nato se je začela proizvodnja prvih pralnih strojev in hladilno-zamrzovalnih aparatov in to so bili prvi nosilci blagovne znamke Gorenje, ki je takrat bila še zelo neprepoznavna blagovna znamka, a tako se je vse skupaj začelo. V svojem delu bomo predstavili blagovno znamko Gorenje ter njen razvoj. Skušali bomo opredeliti kakšen je odnos kupcev do blagovne znamke, kako podjetje ustvarja blagovno znamko, koliko je vredna, zakaj so nekatere vredne več kot druge in kako to izmerimo.

Keywords

blagovne znamke;razvoj;trg;gospodinjski aparati;podjetje;

Data

Language:	Slovenian
Year of publishing:	2014
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[A. Horvat]
UDC:	658.626:005.41
COBISS:	11851292
Views:	2195
Downloads:	326
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Brand development of Gorenje
Secondary abstract:	Development of the Gorenje brand has been going on, since 1950, when the company was founded in the village Gorenje. From the name of this village, also follows the company name. The company is the largest Slovenian net exporter because exports 90% of all products. Gorenje is among the eight largest manufacturers of household appliances in Europe, their market share is around 4%. Gorenje annually produces about 5 million household appliances. Gorenje from its beginning gives maximum on quality, development and design of products. Also, even much larger competitors acknowledge that Gorenje had very sophisticated designer products with high quality and always at the highest level of development. Gorenje currently on world markets acting with eight own brands: Gorenje, Asko, Atag, Pelgrim, Respect, Mora, Etna and Korting. Basically it is a public limited company d.d., which is listed on the Ljubljana Stock Exchange as the parent company. Under Gorenje they are 101 companies and from that about 78 foreign. The development of the brand Gorenje ran through all the decades since Gorenje exist. Among the first products were stoves on solid fuel and soon they started to export them into Germany, where they immediately left their mark. Then Gorenje started production of the first washing machines, fridges and freezers and this was the first holders of brand Gorenje, which at the time was very unrecognizable brand, but so it all started. In this work I will presented, Gorenje as brand and its development. I will try to define what is the attitude of buyers to the brand, how a company creates a brand, how much it's worth, why are some worth more than others and how we measured that.
Secondary keywords:	trade mark / brand;development;market;household appliances;company Gorenje;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	34 str.
ID:	8730524