Analiza odjemalcev podjetja SITIS d.o.o.

diplomsko delo

Leo Soče (Avtor), Damijan Mumel (Mentor)

Povzetek

Razmere v podjetju in v okolju se neprestano in vse hitreje spreminjajo. Stalnica pa je vprašanje, kako čim bolje zadovoljiti potrebe odjemalca - kupca. Zato podjetje potrebuje čim več podatkov o odjemalcih: njihove potrebe, navade, motive, kupno moč, vrednote... Vse to so dejavniki, ki jih podjetje mora upoštevati, če želi uspešno nastopati na trgu. Vendar strokovnjaki opozarjajo, da imajo odjemalci različne potrebe in različne marketinške aktivnosti ne učinkujejo enako dobro na vse odjemalce. Na podlagi te predpostavke se je razvila segmentacija trga, ki pomaga razdeliti heterogeni trg na različne skupine oziroma segmente, znotraj katerih imajo kupci enake oziroma podobne zahteve ali želje, te pa je mogoče zadovoljiti z enakim trženjskim spletom. Segmentacija je ustvarjalen in ponavljajoč se proces, katerega namen je boljše zadovoljiti odjemalčeve potrebe in tako pridobiti konkurenčno prednost. Segmentacija je zato določena po odjemalčevih potrebah in ne po potrebah podjetja. To je bila podlaga za odločitev o temi diplomske naloge. Želel sem bolje spoznati odjemalce konkretnega podjetja. Odločil sem se, da opravim segmentacijo odjemalcev podjetja SITIS d.o.o., kjer sem tudi zaposlen, saj mi bodo ugotovitve te naloge koristile pri nadaljnjem delu.

Ključne besede

marketing;porabniki;odjemalec;kupci;vedenje;segmentacija;ciljni trgi;pozicioniranje;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2010
Izvor:	Maribor
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[L. Soče]
UDK:	658.89
COBISS:	10587676
Št. ogledov:	2257
Št. prenosov:	177
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Analysis of SITIS d.o.o. company customers
Sekundarni povzetek:	The conditions within a company and its environment are constantly and ever faster changing. What always pertains, however, is the question of how to meet the costumer's needs in the best possible way. Therefore a company needs as much data on its costumers as it can possibly acquire, among others their needs, habits, motivation, purchase power, values etc. These are all factors that a company must take into account if it is to become a visible player on the market. However, experts are warning about how costumers' needs differ and hence different marketing activities will bring a different level of satisfaction to different groups of costumers. It was based on this assumption that market segmentation evolved, helping to fractionate a heterogeneous market into different groups or segments within which the buyers have the same or similar demands or expectations that can be met by the same marketing mix. Segmentation is a creative and repeated process whose intention is to meet the costumers' needs in a more satisfactory way and thus gain an advantage over the competition. Therefore, segmentation is determined according to the needs of the costumers, as opposed to the needs of the company itself. This was the motivation behind my decision to choose this particular topic for my thesis. I wanted to become more acquainted with the costumers of a specific company. I have decided to carry out a segmentation of the costumers of the SITIS d.o.o. company which is also my current employer and I will thus be able to benefit from the findings of this thesis professionally.
Sekundarne ključne besede:	Marketing;customer;analysis of customers;potential customers;segmentation;segmentation bases;target market;positioning;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Diplomsko delo
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	57 str., 7 str. pril.
Ključne besede (UDK):	applied sciences;medicine;technology;uporabne znanosti;medicina;tehnika;communication and transport industries;accountancy;business management;public relations;komunikacije in transport;knjigovodstvo;poslovni menedžment;stiki z javnostjo;business management;administration;commercial organization;poslovni menedžment;administracija;komercialna organizacija;marketing;sales;selling;distribution;prodaja;distribucija;
ID:	1000119