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Title:
Tržno segmentiranje v podjetju Tušmobil d.o.o.
Authors:
ID
Ilić, Suzana
(Author)
ID
Vukovič, Goran
(Mentor)
More about this mentor...
ID
Urh, Benjamin
(Comentor)
Files:
VS_Ilic_Suzana_2015.pdf
(1,44 MB)
MD5: 7E617442F82A2F5D66A192CE2C5FBC67
Language:
Slovenian
Work type:
Bachelor thesis/paper
Organization:
FOV - Faculty of Organizational Sciences in Kranj
Abstract:
V diplomski nalogi je predstavljeno tržno segmentiranje v podjetju Tušmobil d.o.o., ki je tretji največji ponudnik mobilnih storitev v Sloveniji. Prvi del diplomske naloge je sestavljen iz teoretičnega dela, ki nosi naslov Marketing in ciljni trgi. V tem delu je predstavljena osnovna teorija v povezavi s tržnim segmentiranjem s citati različnih avtorjev. Predstavili smo tudi modela za tržno segmentiranje, kjer prvi model prikazuje stanje pred uvedbo rešitev za zmanjšanje nezadovoljstva kupcev, drugi model pa prikazuje stanje po uvedbi rešitev. Drugi del diplomske naloge je sestavljen iz opisa okolja obravnavanega podjetja, v kateri smo predstavili Tušmobil, njegovo zgodovino, vizijo in poslanstvo, predstavili pa smo tudi ponudbe za kupce in način, kako v organizaciji skrbijo za tržne segmente ter kako poteka tržno segmentiranje v podjetju. Glede na obravnavano literaturo smo opravili raziskavo. V raziskovalnem delu je opisan vzorec in potek raziskave, obrazložene so predpostavke in predstavljeni so odgovori na zastavljena raziskovalna vprašanja. Po opravljenem proučevanju literature, opisu okolja in raziskavi smo podali ugotovitve in predloge za izboljšanje procesa. Podjetju Tušmobil priporočamo, naj uvede dodaten kader, da lahko pridejo kupci v čim krajšem času do informacij. Da bi zmanjšali odstotek nezadovoljnih kupcev, se morajo v podjetju potruditi za večjo odzivnost in celo za izboljšanje lastnega omrežja. Priporočamo tudi, da v podjetju bolj ozavestijo svoje stranke o dogajanjih z dodatnim oglaševanjem.
Keywords:
tržno segmentiranje
,
kupci
,
storitev
,
tržni delež
Place of publishing:
Kranj
Year of publishing:
2015
PID:
20.500.12556/DKUM-54173
COBISS.SI-ID:
7471635
NUK URN:
URN:SI:UM:DK:CK7BCDOP
Publication date in DKUM:
16.09.2015
Views:
1357
Downloads:
156
Metadata:
Categories:
FOV
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:
ILIĆ, Suzana, 2015,
Tržno segmentiranje v podjetju Tušmobil d.o.o.
[online]. Bachelor’s thesis. Kranj. [Accessed 30 March 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=54173
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Secondary language
Language:
English
Title:
Market segmentation in the company Tušmobil Ltd.
Abstract:
The thehis presents the market segmentation in the company Tušmobil Ltd., which is the third provider of mobile services in Slovenia. The first part of the thesis consists of a theoretical part, which bears the title of Marketing and target markets. This section presents the basic theory in conjunction with market segmentation with quotations from various authors. We have also presented a model for market segmentation, where the first model shows the state before the introduction of solutions to reduce customers dissatisfaction. The second model shows the situation after the introduction of the solutions. The second paft consists of a description of the environment of the organization in which we presented Tušmobil, its history, vision and mission, we have also presented the offers to the customers and how to take care of the organization of the market segments and how does the company pull the market segmentation. According to the present literature we conducted a survey. The research describes the pattern and course of the research, explained the assumptions presented the answers to the research questions. After completing the studied literature, describing the environment and research, we made observations and proposals for improving the process. For Tušmobil we recommend to introduce additional human resources staff so that the customers can come as soon as possible to information. To reduce the percentage of dissatisfied customers the company must make an effort to be more responsive and even improve their own network. We also recomment that the company should take an effort to get their customers more aware of what is going on in the company with additional advertising.
Keywords:
market segmentation
,
buyers
,
service
,
market share
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