Strategija izvoznega trženja podjetja TrendNET na arabskih trgih

diplomsko delo

Aleš Hrovat (Author), Milan Jurše (Mentor)

Abstract

Konkurenčnost slovenskega gospodarstva je v veliki meri odvisna od uspešnosti konkuriranja organizacij na tujih trgih. Država se zaveda pomembnosti internacionalizacije poslovanja slovenskih organizacij in je v ta namen oblikovala več sistemskih mehanizmov, ki organizacijam omogočajo lažji vstop na tuje trge. Mala podjetja se pri vstopu na tuje trge srečujejo z vrsto izzivov. Večina jih izvira iz slabosti, ki jih mala podjetja v procesu internacionalizacije čutijo zaradi neustrezne notranje organiziranosti in omejenosti razpoložljivih virov. Oboje je razlog za slabšo pripravo, izvedbo in nadzor strategije vstopa na tuje trge. Podrobneje lahko opredelimo razloge za internacionalizacijo malih podjetij kot nabor zunanjih in notranjih razlogov. Najpogostejši zunanji razlogi so elementi gospodarsko-političnega okolja organizacije v domači in ciljni državi, z njihovimi pravnimi in fiskalnimi vidiki, državna razvojna naravnanost ter značilnosti domačega in ciljnega trga. Kot notranje razloge lahko opredelimo stagnacijo in onemogočanje nadaljnje rasti podjetja, velikost in resurse podjetja, strategijo razvoja in zagotavljanja nadaljnje rasti podjetja, domače in mednarodne izkušnje ter interese podjetja oziroma podjetnikov. V okviru kritične analize vstopa malega podjetja na tuje trge je ovrednoten vstop podjetja TrendNET na trge Arabsko-perzijske regije. Podjetje je v letu 2003 sklenilo vstopiti na mednarodni trg z lastnim produktom, linijo omrežnih varnostnih naprav NetworksDefender. V diplomskem delu so opisani vzgibi, ki so vodili v odločitev, da podjetje najprej vstopi na izbrane regionalne trge, ter načrtovanje in izvedba strategije, za katero se je podjetje odločilo.

Keywords

izvoz;trženje;strategija trženja;mala podjetja;internacionalizacija;marketinški splet;mednarodni trg;mednarodno trženje;informacijska tehnologija;arabske dežele;

Data

Language:	Slovenian
Year of publishing:	2009
Source:	Velenje
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[A. Hrovat]
UDC:	339.564(53)
COBISS:	9953564
Views:	2033
Downloads:	287
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	EXPORT MARKETING STRATEGY OF TRENDNET COMPANY ON ARAB MARKETS
Secondary abstract:	Competitiveness of Slovenian economy is largely dependable on how successfully Slovenian organizations are able to compete on foreign markets. The state is aware of the importance of business internationalization for Slovenian organizations. To support their efforts, it established several system mechanisms, which enable easier entry to foreign markets. When entering foreign markets small companies encounter a series of challenges. Most of them are caused by weaknesses, which small companies sense because of their inadequate internal organization and limited availability of resources. Both are the reason for inadequate preparation, execution and control of export marketing strategy. In more details, we can determine the reasons for internationalization of small companies as a list of internal and external reasons. Most frequent external reasons are the elements of economical and political environment of organization in home and targeted county, with their legal and fiscal views, country’s developmental orientation and local and targeted market characteristics. As internal reasons we can determine stagnation and incapacitation of further growth of the company, the size of the company and its resources, development strategy and prospects of its further growth, local and international experience and the interests of the company and its owners respectively. Within the critical analysis of small company entering foreign markets, we evaluated the TrendNET Company and its entering on the Arabian-Persian region markets. The company decided to enter the international market with its own product – the line of NetworksDefender security appliances. In present paper, we described the drivers, which lead to the decision that the company enters the chosen regional markets first and also the planning and the execution of the strategy, which the company chose.
Secondary keywords:	Key words: small company;internationalization;export marketing strategy;foreign markets marketing mix.;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	88 str.
Keywords (UDC):	social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;trade;commerce;international economic relations;world economy;trgovina;tržišče;marketing;foreign trade;external trade;international trade;zunanja trgovina;mednarodna trgovina;
ID:	986128