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Title:STRATEGIJA TRŽENJA ORTOPEDSKE OBUTVE
Authors:Šter, Primož (Author)
Vukovič, Goran (Mentor) More about this mentor... New window
Files:.pdf UNI_Ster_Primoz_2012.pdf (1,14 MB)
 
Language:Slovenian
Work type:Undergraduate thesis (m5)
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:Diplomska naloga je osredotočena na trženje ortopedske obutve pri podjetju MIGI d.o.o.. V uvodnem delu so nazorno predstavljena teoretična izhodišča marketinga, proces in pomen poslovnega strateškega načrtovanja. V nadaljevanju je predstavljen trženjski splet, organiziranost podjetja in konkretni primer priprave strategije marketinga obravnavanega podjetja. Obširneje je prikazana vloga tržnega komuniciranja za uspešno trženje ortopedske obutve. Zadnji del zajema tržno raziskavo, s katero smo spoznali problematiko ozaveščenosti o ortopedski obutvi, prepoznavnost podjetja in mnenja potencialnih kupcev. S pomočjo teoretičnih in praktičnih spoznanj, rezultatov raziskave in ciljev podjetja smo odgovorili na hipoteze, s katerimi smo oblikovali ustrezno strategijo za prenovo.
Keywords:marketinški splet, strategija trženja, ortopedska obutev, tržno komuniciranje
Year of publishing:2012
Source:Maribor
COBISS_ID:7018771 Link is opened in a new window
NUK URN:URN:SI:UM:DK:ALWPPDJQ
Views:1067
Downloads:168
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Categories:FOV
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Secondary language

Language:English
Title:MARKETING STRATEGY OF ORTHOPEDIC FOOTWEAR
Abstract:The diploma thesis concentrates on orthopedic footwear marketing in the company MIGI Ltd. In the introduction are clearly represented theoretical origins of marketing, process and meaning of strategic business planning. Further on, the marketing mix is presented, organization of the company and an actual example of marketing strategy preparation for the company. The importance of market communication is extensively demonstrated in regard to the successful othopedic footwear marketing. The last part of the diploma thesis consists of market survey with which we inquire the problem of awareness of orhopedic footwear, recognition of the company and opinions of potential customers. With the help of the theoretical and practical knowledge, results of the market survey and goals of the company we answered the set of hypothesis which was helpful when designing an appropriate strategy.
Keywords:marketing mix, marketing strategy, orthopedic footwear, market communication


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