diplomsko delo
Martina Lipičnik (Author), Milan Jurše (Mentor)

Abstract

Slovenija je dežela lesa, žal pa se lesna in pohištvena industrija v Sloveniji še ni povsem izvila iz krča krize, katere začetki segajo v čas osamosvojitve Slovenije. Evropski proizvajalci pohištva imajo v svetu dober ugled in s sodobno tehnologijo ter kreativno ustvarjalnostjo sooblikujejo svetovni trend na pohištvenem trgu. V diplomskem delu smo predstavili majhno družbo CRI Celje, ki v eni izmed različnih dejavnosti predeluje les v kakovostno pohištvo, ki ga v pretežnem delu izvaža na avstrijski trg lokalnemu kupcu. Z analizo procesa izvoznega trženja in procesa priprave in izvedbe izvoznih poslov, smo prepoznali motive in značilnosti izvoznega trženja družbe. Vključevanje družbe na tuje trge je nujno za obstoj njene enote Pohištvo in je ključna strategija rasti enote. Z vključevanjem v mednarodno poslovanje se podjetja srečujejo z neznanim tujim okoljem ter z zahtevami po specifičnih znanjih in izkušnjah. Ta specifična znanja so temelj razvoju in uspešnemu nastop na tujih trgih. Slovenski proizvajalci pohištva morajo razviti svojo konkurenčno sposobnost v odnosu do mednarodnih konkurentov in oblikovati izvirne načine zadovoljevanja potreb in zahtev kupcev. V današnjem času torej ni več vprašanje, ali naj se mali proizvajalci pohištva vključujejo v mednarodno poslovanje, ampak se je potrebno odločiti kako hitro in kakšna strategija nastopa bo najbolj optimalna glede na njihove objektivne sposobnosti in omejitve.

Keywords

trženje;izvoz;tuji trgi;konkurenčnost;pohištvena industrija;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [M. Lipičnik]
UDC: 339.564(043.2)
COBISS: 12313116 Link will open in a new window
Views: 700
Downloads: 73
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Other data

Secondary language: English
Secondary title: Development dilemmas at export quality furniture of the company CRI Celje
Secondary abstract: Slovenia is a country of wood; however, its wood industry hasn’t quite emerged from the crisis which began when Slovenia had gained its independence. European furniture makers carry a worldwide reputation and co-shape the world trends in the furniture market with their modern technology and creative innovations. In our Diploma thesis we presented a small company CRI Celje, which, among other things, converts wood into high-quality furniture and mainly exports it to Austrian market to local buyers. We have analysed the process of export marketing and the process of preparation and execution of export business to determine the motives and characteristics of the company’s export marketing. The company’s integration to foreign markets is crucial for its Furniture unit and represents a key strategy for the unit’s growth. Integration of businesses into the international commerce brings forth the issue of unknown foreign environment and the demand for specific knowledge and skills. This knowledge and skills are a foundation for development and successful performance in foreign markets. Slovenian furniture makers need to develop their competitive abilities in relation to their international competitors, and develop original ways to satisfy the needs and demands of their customers. Nowadays, the question is not whether small furniture makers should integrate foreign markets, but how quick should this integration be, and what strategy of performance would be most optimal considering their objective capabilities and restrictions.
Secondary keywords: export marketing;strategy of performance;state of furniture industry;competitive advantage;proposals for strengthening.;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: II, 40 str., 7 str. pril.
ID: 9134661