Širitve družbe Mercator na tuje trge

diplomsko delo

Andreja Tanšek (Author), Milan Jurše (Mentor)

Abstract

Diplomska naloga je razdeljena na več delov. V prvem delu smo predstavili trgovino na drobno v Sloveniji, kajti trgovina je postala pomembnejša kakor prej. Trgovina ima dve bistveni nalogi-zadovoljevanje potreb in želja potrošnikov, ter zagotavljanje tržnih poti (distribucijskih kanalov) za proizvajalce. V vsakem ekonomskem prostoru ima trgovina na drobno drugačne možnosti za razvoj, kar je odvisno od več dejavnikov, ki so značilni za posamezno ekonomsko območje. V Sloveniji imamo tri velike trgovce (Mercator, Spar/Interspar, Tuš), ki si delijo slovenski tržni prostor. Mercator in Tuš sta slovenska trgovca. Ostali tuji trgovci (Leclerc, Lidl, Hofer) so pri nas v ozadju in imajo majhni tržni delež. Naslednji del obsega internacionalizacijo, kjer smo jo tudi predstavili, opredelili in našteli načine internacionalizacije trgovskih podjetij. Internacionalizacija je podjetniška strategija, ki je v veliki meri pogojena z marketinško sestavino-podjetje ne postane mednarodno podjetje zato, ker želi postati, temveč zato, ker je zaradi omejenosti domačega tržišča prisiljeno iskati tuja tržišča. Ključno pri internacionalizaciji pa je mednarodna konkurenčnost. Trg v Sloveniji je zelo konkurenčen, majhen, zasičen in nima velika potenciala rasti, zlasti na področju trgovine z živili. Zato je usmeritev v mednarodno poslovanje ključna. Podjetje, ki vstopa prvič na mednarodna tržišča, mora sprejeti osnovni odločitvi glede izbire ciljnih tržišč in načina vstopa na izbrana tržišča. Poznamo več načinov vstopa na tuje tržišče in več strategij vstopa na tuje tržišče. Družba Mercator je v svojih strategijah širjenja zelo uspešna. Njihova uspešna širitev v tujino dokazuje, da potrošniki cenijo njihove storitve in ponudbo ter da se s tem lahko uspešno kosajo z drugimi konkurenti.

Keywords

mednarodno poslovanje;trg;podjetje;tržna analiza;mednarodni trg;internacionalizacija;trgovina na drobno;prodaja;strategija;strategija trženja;poslovanje;mednarodno trženje;mednarodni ekonomski odnosi;mednarodno ekonomsko sodelovanje;

Data

Language:	Slovenian
Year of publishing:	2009
Source:	Slovenj Gradec
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[A. Tanšek]
UDC:	339.5
COBISS:	10291996
Views:	2767
Downloads:	330
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Mercator`s expansion into foreign markets
Secondary abstract:	Graduation thesis is divided into several parts. In the first part we present the trade retail in Slovenia, as trade has become more important than before Shop has two essential tasks-meeting the needs and wishes of consumers and providing marketing channels (distribution channels) for manufacturers. In any economic area a retail alternatives for development, which depends on many factors specific to each economic area. Slovenia has three large merchants (Mercator, Spar / Interspar, Tuš), which share the Slovenian market place. Mercator and the Slovenian Shower trader. Other foreign retailers (Leclerc, Lidl, Hofer) are with us in the background and have a small market share. The next part of the scope of internationalization, where we also present, identified and listed ways the internationalization of commercial companies. The internationalization of the business strategy that is largely conditional on the marketing component-entity does not become an international company because it wants to be, but because of the limited domestic market, to seek foreign markets. The key to internationalization, the international competitiveness. Market in Slovenia is highly competitive, small, saturated and has great growth potential, particularly in the food trade. Therefore, the focus in international business are essential. The company entering the international market for the first time must take the basic decision regarding the selection of target markets and the manner of entry in selected markets. There are several ways of entering the foreign market entry strategies and more on the foreign market. The company Mercator, in its very successful expansion strategies. Their successful expansion abroad demonstrates that consumers appreciate their service and supply so as to successfully compete with other competitors.
Secondary keywords:	commercial enterprises;foreign markets;internationalization;market selection;entry strategy;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	54 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:	989285