Oblikovanje strategije izdelka v podjetju Staedtler

magistrsko delo

Tea Pozaršek (Author), Miro Jeraj (Mentor)

Abstract

Dinamično okolje, v katerem živimo, narekuje hiter tempo življenja in ne dopušča, da bi se podjetje zadovoljilo z obstoječim tržnim položajem, temveč od podjetja zahteva, da se nenehno prilagaja in skuša preseči konkurenco. Le na tak način si lahko piše uspešno zgodbo, ki ga privede do želene pozicije na trgu. Magistrska naloga vsebuje oblikovanje strategije izdelka, ki ima zelo pomembno funkcijo, saj skuša zagotoviti podjetju prihodnost. Če v podjetju strategijo izdelkov skrbno načrtujejo in predvidevajo vse morebitne nevarnosti in slabosti, lahko bistveno zmanjšajo možnost za neuspeh na trgu. Oblikovanje in uvajanje novega izdelka ni zgolj domena marketinga, temveč zahteva sodelovanje na več ravneh. V magistrski nalogi je predstavljeno podjetje Staedtler, ki je globalno podjetje in je sprejelo priložnosti rasti in širitve v globalnem trženju. Opisano je, kako podjetje Staedtler uvaja nov izdelek na trg in kakšne so metode dela, ki jih uporablja. Namen raziskave je ugotoviti, če prepoznavna blagovna znamka Staedtler pripomore k povečanju prodaje, če so bili Staedtlerjevi proizvodi (linije Triplus, Ergosoft in Noris Club) dobra poslovna odločitev in če so novi proizvodi povečali tržni delež na slovenskem tržišču. S pomočjo analiz smo vse tri hipoteze potrdili in s tem ugotovili, da je bila uvedba novih proizvodov v podjetju Staedtler pravilna poslovna odločitev, saj so nove linije povečale prodajo in s tem tudi tržni delež, hkrati pa smo ugotovili, da prepoznavna blagovna znamka Staedtler pripomore k povečanju prodaje. Magistrsko delo v prvem delu opredeljuje trženjski proces, oblikovanje strategije izdelka in opis blagovne znamke. V srednjem delu je predstavljeno podjetje Staedtler, razvoj in uvajanje novega izdelka v podjetju Staedtler, predstavljena je raziskava, sklepne ugotovitve ter predlagane rešitve. V zadnjem poglavju podamo sklepne misli.

Keywords

izdelek;trženjski splet;blagovna znamka;

Data

Language:	Slovenian
Year of publishing:	2009
Source:	Kranj
Typology:	2.09 - Master's Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[T. Pozaršek]
UDC:	339.138
COBISS:	6596627
Views:	3224
Downloads:	623
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	DESIGN OF STRATEGY OF THE PRODUCT IN COMPANY STAEDTLER
Secondary abstract:	Dynamic environment dictates fast tempo of modern life and doesn’t permit that the company could satisfy with existing market position. It also demands from the company to adapt continually and tries to beat the rivals. Thus enables the company to achieve the proper market position. This paper describes a design of strategy of the product, which has very important role, because it should assure the future of the company. If the company plans carefully the strategy of the product and predicts all eventual dangers and weaknesses, it can reduce the possibility of failure on the market. Design and diversification is not only domain of the marketing but also demands collaboration at several levels. This paper introduces the global Staedtler Company, which has taken the opportunity to grown and widen in global marketing. It also describes how the Staedtler Company initiates new products into the market. The purpose of this research is to find out if quite known trade mark Staedtler helps to increase the sale, if Staedtler’s products (Triplus, Ergosoft and Noris Club) were good businesslike decision for Staedtler Company and, if the new products were competent to enlarge the market share at the Slovene market. All three hypotheses have been confirmed thus acknowledging that launching of new products in Staedtler Company has been a correct business decision for new products have increased sales and market share. We also acknowledged that quite known trade mark also increases the sale. This paper is divided into three parts. The first part defines a market process, a design of strategy of the product and a description of trade mark. The second part presents the research, the ascertainments and the proposals. In the third part of the paper there is conclusion.
Secondary keywords:	• product;• marketing mix;• trade mark;• the strategy of the product;• pencils.;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	65 f.
Keywords (UDC):	social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;trade;commerce;international economic relations;world economy;trgovina;tržišče;marketing;general questions of trade and commerce;market;splošna vprašanja o trgovanju in trgovini;
ID:	988478