Analiza vstopa podjetja SIP na nizozemski trg kmetijske mehanizacije

diplomsko delo

Abstract

V diplomskem delu je predstavljen program trženja podjetja SIP, največjega slovenskega proizvajalca kmetijske mehanizacije, ki je prisotno na številnih svetovnih trgih in njegovo odločitev za vstop na nizozemski trg s stroji za spravilo sena višjega cenovnega ranga in trženjskih aktivnosti, ki so potekale od raziskave trga do samega vstopa na trg. Podjetje SIP je ocenilo, da bi lahko na ta način izboljšal svoj nastop na tem trgu in s tem tudi poslovni rezultate družbe, kar je tudi glavni motiv za vstop na trg. Diplomsko delo se osredotoča na dejavnike, ki jih podjetje mora obravnavati pred vstopom na trg. Obravnava izbiro ciljnih trgov, oceno položaja podjetja in njegovih izdelkov, izbiro tržnih segmentov na katere se bo podjetje osredotočilo in za njih prilagodilo trženjski splet. Za uspešen vstop na tuje trge je poleg dobrega izdelka ključna izbira najprimernejše strategije za vstop na posamezni trg in nastop na trgu. Le-to podjetje oblikuje na podlagi analize razmer na posameznem trgu in sicer je potrebno analizirati tržno privlačnost, konkurenčno prednost ter tveganja ter jih uskladiti s koristmi, ki jih družba pričakuje ob vstopu na tuji trg. Pomembno je, da se te dejavnosti izvajajo sistematično in ne le enkratno.

Keywords

marketinški splet;strategija trženja;tuji trgi;tržne raziskave;kmetijska mehanizacija;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[I. Hol]
UDC:	339.5:631.3(043.2)
COBISS:	12342044
Views:	917
Downloads:	138
Average score:	0 (0 votes)
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Other data

Secondary language:	English
Secondary title:	Analysis of company SIP entry on the Dutch agricultural machinery market
Secondary abstract:	SIP is the biggest Slovenian producer of farming equipment. The company is present in many markets worldwide. This thesis deals with the subject of foreign market entry in particular SIP company entry in the Dutch market of hay harvesting equipment. The purpose of the thesis is to identify motives for foreign market entry decision and to explore the aspects the company should consider before entering a foreign market which are crucial to the preparation of the most appropriate market entry strategy. A working strategy should be based on the thorough market analysis, the analysis of buyer's behaviour and expectations, company’s competitors, threats, opportunities and market trends. The result of the analysis is the selection of target markets, assessment of company’s position on the market, and identification of the market segments that company will focus on in particular. The company has to create marketing mix that focus on this specific consumer segment. Good products alone are not enough for company’s success on the market. To maximize the profit of the company it has to be backed up with the most appropriate marketing strategy for every market that it enters. This activity should run continuously and systematically.
Secondary keywords:	market entry strategy;marketing mix;marketing strategies;selection of markets;market research;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	38 str.
ID:	9136895