Primerjalna analiza mednarodnih marketinških strategij proizvajalcev mobilnih telekomunikacijskih naprav

magistrsko delo

Andrej Tisel (Avtor), Milan Jurše (Mentor)

Povzetek

Brezžične telekomunikacije so v zadnjih štiridesetih letih postale del vsakdanjega življenja. Celotno obdobje štiridesetih let pa so v tej industriji zaznamovali številni preobrati na vrhu. Prav zaradi teh preobratov je tržišče postalo visoko intenzivno konkurenčno in na takšnem zasičenem tržišču je marketing pomembna komponenta razlikovanja med proizvajalci. To pa je osnovni razlog za raziskavo in analizo te tematike. Osrednja tematika magistrskega dela je analiza različnih proizvajalcev mobilnih telekomunikacijskih naprav. Analizo smo tako izvedli s pomočjo preučevanja teorije mednarodnega marketinga oziroma natančneje mednarodnih marketinških strategij. Kasneje pa smo se lotili tudi lastne raziskave, ki nam je ponudila vpogled v obnašanje odjemalcev na tržišču. Tako smo se tekom pisanja osredotočili na štiri proizvajalce, ki so prisotni na slovenskem tržišču. Za omenjene smo opredelili različne poslovne statistike, na podlagi katerih smo ugotavljali njihovo uspešnost na tržišču. Zanimalo nas je ali so večji izdatki za marketing nujno povezani z večjimi prihodki. To pa nikakor ni celotna slika, saj nas je zanimalo tudi kakšne strategije ubirajo proizvajalci na tržiščih. Predvsem pa nas je zanimalo dejstvo, ali izbirajo enake strategije za dosego cilja ali pa se njihove strategije razlikujejo. Za potrebe tega smo zbrali podatke iz medijev in poslovnih poročil, da smo ugotovili, na kakšen način okvirno delujejo različni proizvajalci, kako so usmerjeni njihovi cilji in kakšne strategije predvidoma uporabljajo za uresničevanje teh strateških ciljev. Tekom naloge smo izvedli tudi raziskavo z anketnim vprašalnikom. Podatke smo obdelali s statističnim programom, kjer smo iskali statistično značilne razlike med skupinami. Ključni del raziskave pa je bil ugotavljanje dejavnikov, ki pomembno vplivajo na nakupno odločitev pametnega telefona odjemalca. V sklepnem delu smo tako ugotovili, da se proizvajalci razlikujejo po marketinških strategijah glede na tržni delež in dolžino prisotnosti na tržišču. Prav tako smo uspeli ugotoviti, da vložki v marketing niso sorazmerni z uspehi proizvajalcev na tržišču, tako torej predvidevamo, da obstajajo še drugi vplivni dejavniki uspeha. Nazadnje pa smo s pomočjo raziskave uspeli razbrati, da obstajajo razlike med spoloma glede na nakupno točko in glede na zaznavanje pomembnosti dejavnikov pri nakupu. Pri pomembnosti samih dejavnikov pri nakupu mobilnega telefona pa se je izkazalo, da je pomemben tako softverski, kot hardverski vidik. Ugotovili pa smo tudi, da se tisti, ki imajo za prvo asociacijo Apple in Samsung razlikujejo v določenih značilnostih pri pomembnosti nakupa nove naprave.

Ključne besede

mednarodni marketing;marketinška strategija;marketinški splet;telekomunikacije;brezžične telekomunikacije;pametni telefoni;mobilne naprave;SWOT analiza;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2017
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[A. Tisel]
UDK:	339.5:621.39(043.2)
COBISS:	12922652
Št. ogledov:	891
Št. prenosov:	128
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Comparative analysis of international marketing strategies of telecommunication mobile devices manufactures
Sekundarni povzetek:	Wireless telecommunications in the last forty years have become the part of everyday life. The entire period of forty years in this industry could be marked by numerous twists and turns at the top. Because of these turnarounds the market has become highly competitive. On other side the market has become very saturated, that means that marketing has become an important component of distinction between various manufacturers. This is the basic reason for the survey and analysis of this topic. The main topic of the Master's work is the analysis of various manufacturers of mobile telecommunication devices. Analysis were performed by studying of the theory of international marketing, more specifically international marketing strategies. Later we made our own research, which offered us an insight into the behaviour of consumers on the market. We focused on the four manufacturers, that are presenting on Slovenian market. For these manufacturers we identified various business statistics on which we established their performance on the market. We wanted to know if higher marketing expenses are necessarily associated with higher revenues on market. But that is not the all, we also wanted to know what kind of strategies are manufacturers using on various markets. Above the all, we wanted to know if they choose the same strategy, or they use different kinds of strategies to achieve their objectives. For the purpose of this we collected informations from media and business reports. We discovered how they are targeting their strategic goals and what kind of strategy they are using to achieve those strategic goals. During the task we carried out the survey with a questionnaire. The data was processed with a statistical program, where we were looking for a statistically significant differences between the groups. The key part of the research was the identification of factors, that have a significant impact on the purchase decision. In the conclusion part we also found out, that marketing strategies of manufacturers vary in terms of market share and length of presence in the market. We also managed to find out that inputs in marketing are not proportionate to the success of manufacturers on the market, so therefore we assume that there are other influential factors of the success. In the final part we managed with the help of the research to represent that there are gender differences. Those differences we can see at the point of the purchase and at the perception of the importance of purchasing factors. It turned out that the importance factors of buying decision are equal important for both software as a hardware perspective. The key part of the research was identification of factors, which have a significant impact on the purchase decision of smartphones. We also found that those who have the first association of Apple and Samsung differ in certain respects the importance of buying a new device.
Sekundarne ključne besede:	International marketing strategies;smartphones;wireless telecommuncations;marketing analysis;marketing mix;importance factors at buying decisions of mobile phone;SWOT analysis;Ansoff matrix;BCG matrix.;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	VII f., 102 str.
ID:	9588707