Razvoj poslovne strategije podjetja Linpac Packaging d.o.o.

diplomsko delo univerzitetnega študija Organizacija in management informacijskih sistemov

Gašper Osredkar (Avtor), Goran Vukovič (Mentor)

Povzetek

V diplomski nalogi smo obravnavali podjetje Linpac Packaging d.o.o. v povezavi s strateškim marketingom. Sestavljena je iz treh sklopov poglavij, ki sestavljajo teoretični del, (iz) empiričnega dela ter predlogov za izboljšave v podjetju. V teoretičnem delu smo preučili osnove strategije in temeljne pojme marketinga. Prav tako smo pregledali potek oblikovanja strategij marketinga ter se podrobneje seznanili s tržnimi raziskavami, ki smo jih uporabili v empiričnem delu naloge. V slednjem smo najprej predstavili podjetje Linpac Packaging d.o.o., pregledali obstoječe stanje podjetja v povezavi z marketingom ter izpostavljenimi problemi in pripravili SWOT analizo podjetja. Prav tako smo v empiričnem delu analizirali podatke anketnega vprašalnika, ki je pokazal potrošnikove navade glede nakupovanja mesa, mesnih ter delikatesnih izdelkov glede na izbiro med strežno linijo (s postrežbo zaposlenih) in izbiranjem istovrstnih, predpakiranih prehranskih izdelkov v vitrinah. Pred tem smo pregledali sekundarne vire in izpostavili uporabne obstoječe analize. V zadnjem delu naloge smo zapisali sklep analize in podali predloge za izboljšavo, ki bi podjetju Linpac Packaging d.o.o. lahko pomagali doseči zastavljene cilje. Najprej smo navedli potencialne razloge za rast embalaže za predpakiranje. Prvi razlog smo našli v povečani ponudbi mesa, mesnih ter delikatesnih izdelkov s strani predelovalcev v sorazmerju povečave vitrin v trgovinah s strežno linijo. Drugi razlog predstavlja povezava med kvaliteto in ceno izdelkov, tretjega pa prihod tujih trgovskih verig. Kot predloge za izboljšavo v podjetju Linpac Pacakging pa smo izpostavili analizo zunanjega okolja (mikro okolja), ločitev nabave od prodaje, ponovno ocenitev in rekonstrukcijo ciljnih trgov ter postavitev novih marketinških strategij.

Ključne besede

strategija;marketing;tržna raziskava;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2015
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM FOV - Fakulteta za organizacijske vede
Založnik:	[G. Osredkar]
UDK:	339.138
COBISS:	7437075
Št. ogledov:	1473
Št. prenosov:	29
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	DEVELOPMENT OF BUSINESS STRATEGY AT LINPAC PACKAGING LTD.
Sekundarni povzetek:	The thesis presents the Linpack Packaging Ltd in the context of strategic marketing. It consists of three sets of chapters which present the theoretical and empirical part as well as suggestions for improvements in the company. In the theoretical part, the basics of strategy as well as the basic concepts of marketing have been examined. Furthermore, we have reviewed the progress of marketing strategy creation and studied market researches used in the empirical part of the thesis. In the latter, we have first presented the Linpac Packaging Ltd and reviewed the current position of the company in relation to marketing and exposed problems. Moreover, we have prepared the SWOT analysis of the company. In the empirical part of the thesis, the data of the questionnaire have been analyzed and they have shown consumer’s habits in relation to the purchase of meat and delicatessen, since there is a choice of buying products directly from the employees or from glass showcases, where the same pre-packed comestible products are kept. Previously, all secondary data sources have been reviewed and useful existing analyses highlighted. In the last part of the thesis, the analysis conclusion has been written down and suggestions for improvements that may help the company achieve its set goals have been given. First, the potential reasons for the increased use of packaging for pre-packaging have been listed. The first reason is the increased offer of meat as well as delicatessen from processors in proportion to the enlargement of glass showcases in shops with the deli. The next two reasons are the connection between the quality and the price of products as well as the arrival of foreign retail chains. Various suggestions for improvements have been stated: the analysis of the external environment (micro environment), separation of purchase from sale, reassessment and reconstruction of target markets as well as establishment of new marketing strategies.
Sekundarne ključne besede:	strategy;marketing;market research;SWOT analysis;packaging;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Diplomsko delo
Konec prepovedi (OpenAIRE):	2018-03-01
Komentar na gradivo:	Univ. v Mariboru, Fak. za organizacijske vede
Strani:	74 f.
ID:	8739251