magistrsko delo
Daša Korpar (Author), Milan Jurše (Mentor)

Abstract

Začetki gospodarske krize v letu 2008 imajo velik vpliv na gradbeno panogo. Dodana vrednost in proizvodnja sta se začeli občutno zmanjševati, kar je v letu 2009 povzročilo zmanjšanje bruto plač in števila zaposlenih. Močno krčenje v gradbeništvu je v letih 2010/2011 privedlo do stečaja dveh od treh največjih slovenskih gradbenih podjetij (SCT Ljubljana in Vegrad Velenje). Kljub težavam, ki jih je prinesla gospodarska kriza iz leta 2008, svet postaja vse bolj povezan in soodvisen. Sodobno svetovno gospodarstvo prepoznamo po trženju v tujini, po povečani tržni moči velikih podjetij, ki poslujejo v več državah, po liberalizaciji mednarodne trgovine, po inovacijah, po razvoju sodobnejših tehnoloških procesov, po večanju števila konkurentov, po medorganizacijskem mreženju ter po hitrejši internacionalizaciji podjetij. V magistrskem delu bomo obravnavali vpliv gospodarske in finančne krize na poslovanje in krčenja gradbenega sektorja ter strategijo trženja na mednarodnem tržišču stavbnega pohištva, natančneje notranjih vrat in podbojev. Za primer bomo izbrali slovensko podjetje, ki se ukvarja s prodajo in vgradnjo stavbnega pohištva ter podov. Pričeli bomo z raziskavo vpliva gospodarske in finančne krize na tržne razmere in poslovanje v slovenski gradbeni dejavnosti ter jih primerjali s tistimi na Hrvaškem. Nato bomo predstavili podjetje X in opredelili poslovno in finančno analizo podjetja. Na podlagi ugotovitev iz prejšnjih poglavij bomo oblikovali strategijo vstopa podjetja X na hrvaško tržišče notranjih vrat in podbojev. V sklopu oblikovanja strategije vstopa bomo analizirali konkurenčno okolje, kakovost in cene notranjih vrat in podbojev, odjemalce, velikost tržišča in na podlagi analize predlagali izbor primerne strategije za vstop na hrvaško tržišče. Za temo o gospodarski krizi smo se odločili zaradi njene aktualnosti, še posebej v gradbenem sektorju, ki je bil s pojavom gospodarske krize izjemno močno prizadet. Za strategijo vstopa podjetja X na hrvaško tržišče smo se odločili zaradi želje podjetja po novih tržiščih ter zaradi že zapolnjenih trženjskih kapacitet na slovenskem tržišču. Namen magistrskega dela je proučiti vplive gospodarske krize na gradbeni sektor in podjetje X ter načrtovano strategijo vstopa podjetja na hrvaško tržišče stavbnega pohištva.

Keywords

mednarodno poslovanje;mednarodno trženje;strategija trženja;izvoz;gospodarske krize;finančna kriza;gradbeništvo;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [D. Korpar]
UDC: 339.564:69(043.2)
COBISS: 12548892 Link will open in a new window
Views: 923
Downloads: 151
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Other data

Secondary language: English
Secondary title: ǂThe ǂimpact of economic and financial crisis on the company marketing strategy in the international market for builders' joinery and carpentry
Secondary abstract: The beginning of economic crisis in 2008 has a great impact on construction branch. Added value and production started significantly to decrease, what caused reduction of gross wages and number of employees in 2009. A strong contraction in construction led to bankruptcy of two out of three biggest Slovenian construction companies (SCT Ljubljana and Vegrad Velenje) in 2010/2011. Despite the problems brought by the economic crisis in 2008, the world is becoming more and more connected and co-dependent. Modern world economy is recognized by marketing abroad, by increased marketing power of large companies, which conduct business abroad, by liberalization of international commerce, by innovations, by development of modern technological processes, by increased number of competitors, by inter-organizational networking and by faster internationality of companies. In our thesis we will discuss the impact of economic and financial crisis on business operations, contraction of construction sector and on marketing strategy of international joinery and carpentry market, more precisely interior doors and door frames. We will take Slovenian company which is involved in sale and floor, joinery and carpentry installation, for an example. We will begin with a study of influence of economic and financial crisis on market conditions and business operations in Slovenian construction industry and then we will compare them with those in Croatia. Furthermore we will present company X and define business and financial analysis of this company. Due to the results of former chapters we will form entry strategy of company X on Croatian market of interior doors and door frames. In the forming set of entry strategy we will analyse competitive environment, quality and interior doors and door frames prices, customers, and market size. According to the analysis we will suggest the choice of an appropriate strategy for Croatian market. We have chosen the topic about economic crisis mostly because of its interest, especially in construction sector, that was extraordinarily and strongly affected with occurrence of economic crisis. We have decided to present the entry strategy of company X because of the company’s request for new markets and because of already filled marketing capacities in Slovenian market. The purpose of this thesis is to study the impact of economic crisis on construction sector, company X, and on planned entry strategy of company on Croatian joinery and carpentry market.
Secondary keywords: economic crisis;financial crisis;construction industry;international business operations;export;marketing web;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 68 str.
ID: 9161573