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Title:Marketinški načrt Hiše dobrot Zalc
Authors:Ziegler, Eva (Author)
Marič, Miha (Mentor) More about this mentor... New window
Vukovič, Goran (Co-mentor)
Files:.pdf UN_Ziegler_Eva_2019.pdf (1,42 MB)
MD5: 6FE389A5669D04031998EF2F25305564
 
Language:Slovenian
Work type:Bachelor thesis/paper (mb11)
Typology:2.11 - Undergraduate Thesis
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:Posvetili smo se prikazu načina izdelave marketinškega načrta, ki smo ga na samem koncu prikazali tudi na realnem podjetju, ki je relativno novo na trgu. Glavna dejavnost podjetja je predelava in prodaja izdelkov, ki so predelani iz sadeža aronija v likerje, žgane pijače in marmelade. K tem izdelkom so vkomponirali tudi druge sadeže s katerimi so ustvarili edinstvene okuse. Njihova sekundarna dejavnost je spletna prodaja domačih proizvodov, ki jih je moč kupiti na njihovi spletni strani, poleg tega ponujajo tudi zdrave recepte, ki vsebujejo njihove in druge izdelke. To temo bomo obravnavali, saj menimo, da je trenuten trend zdrave prehrane in domačih izdelkov ter zaradi same zanimivosti podjetja, ki se trudi, da bi svoje kakovostne izdelke približala množici kupcev. Marketinški načrt Hiše dobrot ZALC se prične z analiziranjem trga pri katerem smo opravili analizo kupcev, analizo konkurentov in na samem koncu opredelili prednosti in slabosti ter priložnosti in nevarnosti podjetja. Raziskavo za marketinški načrt smo zastavili na podlagi analize kupcev, kjer smo v anketi spraševali koliko ljudi pozna sadež aronija in koliko ljudi je že slišalo za podjetje Hiša dobrot ZALC in v kolikšni meri poznajo njihove izdelke. Za lažjo izdelavo marketinškega načrta smo opravili tudi intervju z g. Založnikom, ki je soustanovitelj podjetja in ga spraševali kakšno je njegovo mnenje glede prepoznavnosti podjetja in na kakšne načine oglašujejo svoje izdelke. Z analiziranjem smo ugotovili, da je poznavanje aronije zelo dobro. Ko smo spraševali ali potrošniki poznajo podjetje Hiša dobrot ZALC, dobljeni podatki niso bili pozitivne narave. Manj kot polovica anketirancev je že slišalo za omenjeno podjetje, enako število je njihove izdelke že poskusilo. Ugotovili smo tudi, da se v podjetju slabe prepoznavnosti zavedajo in da kratkoročne plane za izboljšave že pripravljajo. V prvem sklopu opredelimo problem, ki je povod za opravljeno raziskavo. V drugem delu opravimo pregled sekundarnih virov, kjer na podlagi zbrane literature opravimo teoretični del marketinškega načrta, ta pa nam v zadnjem sklopu pripomore pri sami izdelavi marketinškega načrta za Hišo dobrot ZALC. V tretjem sklopu obdelujemo statistične podatke pridobljene z anketo, kjer ugotavljamo srednje vrednosti in standardni odklon podatkov. V samem koncu predstavimo svoje mnenje za izboljšave.
Keywords:trženje, marketinški načrt, Hiša dobrot ZALC, SWOT analiza, marketinško komuniciranje
Year of publishing:2019
Source:Maribor
COBISS_ID:8128019 New window
NUK URN:URN:SI:UM:DK:SBIINEDQ
Views:531
Downloads:89
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:FOV
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:04.09.2019

Secondary language

Language:English
Title:Marketing plan for house of delicacies zalc
Abstract:In our bachelor’s dissertation there is a model of a marketing plan which we used on a relatively new but real company. The main focus of the company is the production and sale of items made of the fruit aronia into liquors, spirits and fruit jams. Aronia is also combined with other fruits, creating unique flavours. Their secondary form of income is an online shop consisting of homemade products. Furthermore, they offer free healthy recipes for their and other products. Due to the current popularity of a healthy lifestyle and homemade products we decided to delve into the interesting world of this company’s struggles and aspirations to get wider recognition. The marketing plan of the company starts with the analysis of buyers, competition and their advantages, liabilities, opportunities and risks. Step one was the analysis of the buyers, where we asked them how many have previously heard of the fruit aronia and the company’s name and products. For a better inside look, we will perform an interview with the company’s co-founder Mr. Založnik and inquire his standing on the recognition and advertisement of the company. The analysis showed that the fruit was widely known amongst people, however the company itself was not. Less than half of the interviewees knew about the company and its products. We also found out that the company is aware of that problem and is planning on improving its recognition and advertisement in short time. The dissertation is split into four parts. The first part is to establish the problem that was the cause of the research. Second part is the analysis of secondary sources which gives us the theoretical background to construct a marketing plan. Third part is the evaluation of the statistical data acquired from the survey, where we establish median values and standard deviation. The last part is our own opinion and tips to improve the company.
Keywords:marketing, marketing plan, house of delicacy ZALC, SWOT analysis, marketing communication


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