Določanje cen na primeru podjetja Eurosport-trade d.o.o.

delo diplomskega seminarja

Anja Štravs (Avtor), Borut Milfelner (Mentor)

Povzetek

Danes se trgovska podjetja borijo s splošnim zmanjšanjem prodaje, hudo konkurenco, nelikvidnostjo in še čem. V tem boju so nekatera bolj, nekatera manj aktivna. Ena izmed smiselnih aktivnosti, v želji po sledenju ciljev, je premišljeno oblikovanje prodajnih cen, ki bi odjemalce prepričale za nakup. To je predvsem pomembno v trgovini na drobno, saj ima odjemalec neposreden stik z izdelkom in ceno hkrati. Cena, ki je po odjemalčevem mnenju previsoka glede na koristi, pridobljenega izdelka, odjemalca odvrne od nakupa. Podjetja, ki se zavedajo resnosti vpliva prodajne cene na odjemalce raziskujejo trg, poznajo svojo ciljno skupino in konkurenco. V teoretičnem delu diplomskega seminarja sem preučila teorijo prodajnih cen in metode oblikovanja cen ter poudarila, da je določitev primerne cene pomemben dejavnik, ki odjemalca prepriča oz. ga odvrne od nakupa. Od takšnih odločitev pa je odvisna uspešnost podjetja. Ciljna skupina podjetja Eurosport trade je dobro informirana o možnostih, med katerimi izbirajo, ko so odločajo za nakup, zato je še toliko bolj pomembno, da podjetje pozna mnenje odjemalcev ter vrednost izdelkov, ki jo odjemalci zaznajo. V empiričnem delu sem na primeru prikazala, da podjetje za večji del izdelkov določa cene s pomočjo metode na osnovi zaznane vrednosti izdelka pri odjemalcu, za katero menim da je ustrezna in bo podjetju pripomogla k doseganju zastavljenih ciljev tudi v bodoče.

Ključne besede

cene;oblikovanje;oblikovanje cene;prodajna cena;vrednost;izdelki;proizvodi;odjemalec;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2013
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[A. Štravs]
UDK:	338.5
COBISS:	11565084
Št. ogledov:	1434
Št. prenosov:	247
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Pricing in Eurosport trade d.o.o.
Sekundarni povzetek:	Nowadays, distribution businesses are facing hard times because of overall downturn in sales, intense competition, illiquidity, etc. Some companies are more and some are less active in this struggle. One of the meaningful activities in order to follow the objectives is thoughtful pricing that would convince consumers to make a purchase. This is especially important in retail trade, as the consumer has a direct contact with the product and the price at the same time. Price that is according to consumers’ opinions too high, considering the benefits of the obtained product, would dissuade the consumers from making the purchase. Undertakings that are aware of the importance of the impact of sales price on consumers study the market and know their target audience and competition. In the theoretical part of the thesis, I examined the theory of sales prices and pricing methods. I also emphasized that the determination of an appropriate price is an important factor which determines if the consumer will or will not make the purchase. It has to be stated that the performance of the company greatly depends on such decisions. Target group of the undertaking Eurosport trade is well informed about the options among which they can choose from when deciding to make a purchase; therefore, it is even of greater importance that an undertaking is familiar with the opinion of consumers and with the value of the products that is perceived by consumers. In the empirical part of the thesis, I indicated on an example that the undertaking determines prices for most of the products by using the method based on the perceived consumer value of the product, which I think it is appropriate and can help the undertaking to achieve its objectives also in the future.
Sekundarne ključne besede:	sales price;costs;perceived value of the product;consumers;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Delo diplomskega seminarja/zaključno seminarsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	39 str.
ID:	8727649