diplomsko delo univerzitetnega študija Organizacija in management delovnih sistemovv
Aleš Kokalj (Author), Polona Šprajc (Mentor)

Abstract

Trg se spreminja, zato je potrebno nenehno iskanje pravega razmerja med kakovostjo in ceno izdelkov. Konkurenca je velika, potrošniki postajajo liberalnejši. V diplomski nalogi predstavljamo trženjski splet za izdelek MU Extra sadni jogurt, ki je nov izdelek podjetja Ljubljanske mlekarne na slovenskem trgu in spada v blagovno znamko MU. Navajamo ključne ugotovitve podjetja, ki so bile podlaga za razvoj novega izdelka. Z raziskavo trga so ugotovili, da potrošniki blagovno znamko MU povezujejo s kakovostjo, kot pomemben nakupni dejavnik pa so potrošniki navedli sadni jogurt z veliko koščkov sadja. Na podlagi teh informacij, so si postavili merljive cilje, s katerimi želijo okrepiti svoj položaj sadnih jogurtov na trgu. Podjetje ne more oskrbovati vseh kupcev na trgu, zato teoretični del diplomske naloge zaključimo z osnovnimi kriteriji, ki so pomembni za podjetje, ko z novim izdelkom vstopa na trg. Na koncu diplomske naloge analiziramo raziskavo, ki smo jo izvedli preko spleta. Z anketo ugotavljamo poznavanje blagovne znamke MU med potrošniki in zadovoljstvo potrošnikov z novim izdelkom MU Extra.

Keywords

metode vrednotenja dela;motivacija zaposlenih;načini nagrajevanja;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM FOV - Faculty of Organizational Sciences
Publisher: [A. Kokalj]
UDC: 339.138
COBISS: 7618323 Link will open in a new window
Views: 1083
Downloads: 207
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Other data

Secondary language: English
Secondary title: MARKET TARGETING AND NEW PRODUCT PROMOTION IN COMPANY LJUBLJANSKE MLEKARNE
Secondary abstract: Because the market is always changing the company has to keep on loking for the right balance between quality and the price of its products. The competition is vast and consumers are becoming more liberal. The thesis presents the marketing mix of the product MU Extra fruit yogurt. It is a new product of the company Ljubljanske Mlekarne. We present the company’s key findings which were the basis for developing the new product. Market research found that consumers associate the brand name MU with quality. Consumers indicated that an important purchase factor is a yogurt with lots of pieces of fruit. Based on this information, they set measurable objectives with the aim of strengthening their position on the market of fruit yoghurts. The company cannot supply all the customers in the market, so the theoretical part of the thesis deals with the basic criteria, which are important for the company, when a new product enters the market. In the end, the thesis analysed the survey, which was conducted via the Internet. Using a questionnaire we researched brand awareness of MU amongst consumers and their satisfaction with the new product.
Secondary keywords: product;brand name;marketing mix;competition;positioning;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Fak. za organizacijske vede
Pages: 60 f., pril.
ID: 9148219
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