Analiza uspešnosti nastopa družbe BISOL Group na sejmu Solar Energy UK

diplomsko delo

Polona Peunik (Author), Milan Jurše (Mentor)

Abstract

Diplomsko delo analizira vsebine, s katerimi mora biti seznanjen vsak tržnik, ki želi sejemske nastope uvrstiti v trženjsko strategijo podjetja. Delo je rezultat teoretičnih znanj priznanih avtorjev in strokovnjakov s področja mednarodnega trženja, precejšen del vsebine pa je predstavljen na podlagi praktičnih izkušenj z organizacijo več kot tridesetih, večinoma mednarodnih, sejemskih nastopov skupine BISOL Group v obdobju sedmih let. V prvem delu obravnavamo vlogo sejmov v mednarodni trženjski strategiji podjetij in njihov pomen kot orodja komuniciranja na medorganizacijskem trgu. V teoretičnem delu smo povzeli splošne usmeritve za uspešno pripravo na sejem, ki smo jih v empiričnem nato podrobneje predstavili na primeru udeležbe skupine BISOL Group na mednarodnem sejmu Solar Energy UK 2014 v Birminghamu. Ker sejmi predstavljajo velik del trženjskega budžeta, bomo pod drobnogled vzeli merjenje uspešnosti sejemskega nastopa in doseganja zastavljenih ciljev. Predstavili bomo uporabnost rezultatov analize in usmeritve za prilagoditev trženjskega spleta skupine BISOL Group z namenom doseganja večjih tržnih deležev, dviga prodaje in prepoznavnosti znamke.

Keywords

trženje;medorganizacijski trg;sejmi;sončne elektrarne;fotonapetostni moduli;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[P. Peunik]
UDC:	339.174:621.311.243(043.2)
COBISS:	12454684
Views:	788
Downloads:	109
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Performance analysis of BISOL Group's Solar Energy UK trade show participation
Secondary abstract:	The following thesis is intended as an aiding tool for marketers responsible for trade fair participation as a part of the corporate marketing strategy. The introductory part of the thesis covers the theoretical knowledge gained by experts in the field of international marketing. The remaining part introduces us to practical findings attained through long-term experience in international trade fair organization by BISOL Group marketing team. First part of the thesis considers the role of trade fairs in the international marketing strategy and their importance as the communication tool in the business-to-business environment. Furthermore the theoretical part also discusses the general guidelines for successful trade fair preparation, which we then explain in detail based on BISOL Group’s participation at the trade show Solar Energy UK 2014 in Birmingham. Due to the fact that trade shows represent a substantial share in the marketing budget, we will determine how to measure success and evaluate, if goals had been reached. We will discuss how to use the results in the future marketing strategy decision to win market share, drive sales and win brand recognition.
Secondary keywords:	trade shows;B2B marketing;solar systems;photovoltaic modules;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	III, 59 str.
ID:	9137596