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Title:Segmentiranje odjemalcev podjetja SITIS d.o.o.
Authors:Soče, Lan (Author)
Mumel, Damijan (Mentor) More about this mentor... New window
Files:.pdf UN_Soce_Lan_2020.pdf (865,67 KB)
MD5: ED594163A3008A07D234600785D21795
 
Language:Slovenian
Work type:Diploma project paper (mb13)
Typology:2.11 - Undergraduate Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Za dolgoročno uspešno poslovanje in celo obstoj podjetja je nujno kakovostno zadovoljevanje potreb potrošnikov. Dobro je, da ima poleg uporabne vrednosti izdelek še druge značilnosti, ki so pomembne za potrošnika: praktičnost, lep videz, potrošniku prijazno uporabo ipd. To daje potrošniku občutek lastne visoke vrednosti. Z uporabo marketinških znanj, je lažje s kupcem vzpostaviti in negovati odnos, tako da se počuti pomembno in da ve, da je njegov nakup varen. Za kakovosten odnos do kupcev je nujno, da jih čim bolj poznamo, da poznamo njihove lastnosti. Segmentacija pomeni razčlenitev oz. razčlenjenost, v marketingu segmentacija trga pomeni razdelitev trga na več skupin povpraševalcev glede na določene značilnosti. Diplomski projekt sem razdelil na dva dela. V prvem delu sem predstavil teoretična spoznanja o segmentiranju odjemalcev. Predstavil sem opredelitev in razvoj segmentacije, natančneje segmentacijo za analizo in personalizacijo. Opisal sem prednosti in slabosti segmentacije ter različne modele segmentacije odjemalcev. Poznamo več modelov segmentiranja, kot je npr. model angažiranega stika z odjemalcem na podlagi vzorcev nakupa in na podlagi ciljev strank. Z modeli segmentiranja določimo končne oziroma ciljne kupce med vsemi potencialnimi strankami. Poznamo različne vrste segmentov kupcev in orodij ponudbe vrednosti. V nadaljevanju dela so predstavljeni trendi segmentacije strank v prihodnosti. Spoznamo nove načine zbiranja in obdelovanja podatkov, porast hiperpersonalizacije, širjenje platform in novih načinov razmišljanja ter segmentacijo v rokah tržnikov. V drugem delu diplomskega projekta sem svoja spoznanja iz teorije segmentiranja uporabil na primeru konkretnega podjetja, ki prodaja prehranska dopolnila in izdaja knjige s področja zdravja. Po predstavitvi podjetja sem opisal obstoječo segmentacijo odjemalcev. V nadaljevanju sem primerjal podatke iz segmentacije, ki jo je podjetje izvedlo leta 2010, z aktualnim dogajanjem v podjetju in ugotovil, da je prišlo do pomembnih sprememb. Z njihovo analizo sem opredelil nove možne segmente odjemalcev. Kot nove možne segmente sem izbral vse prebivalce, vegetarijance, vegane, starejše od 65 let, bralce knjig njihove založbe. Kot posledico uvajanja novih izdelkov sem tudi določil nova segmenta, in sicer športnike in rekreativce ter ženske, ki uporabljajo magnezij v lepotne namene. V zaključku dela sem predstavil predlog ukrepov, kako s pomočjo znanja o marketingu, posebej o segmentiranju odjemalcev, povečati delež neposrednih kupcev, predvsem uporabnikov spletne trgovine. Kupci tudi v spletni trgovini iščejo rešitve za svoje težave, podjetje pa je zaradi strogih zakonskih omejitev pri navajanju zdravilnih učinkov prehranskih dopolnil pri tem zelo omejeno. Kljub temu obstaja nekaj načinov, kako kupce usmeriti na izdelek, ki pomeni ustrezno rešitev zanje. Te načine sem tudi opisal.
Keywords:analiza odjemalcev, segmentacija trga, marketing, redni odjemalci, potencialni odjemalci
Year of publishing:2020
Publisher:[L. Soče]
Source:Maribor
UDC:339.13
COBISS_ID:57040387 New window
NUK URN:URN:SI:UM:DK:QTIGWLEP
Views:71
Downloads:11
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:EPF
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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:14.09.2020

Secondary language

Language:English
Title:Segmentation of sitis d.o.o. customers
Abstract:Companies must ensure a quality assurance of the customers’ needs to secure a successful long-term business performance. Aside from a usable function, products also benefit from having other qualities that are important to the customer: practicality, looks, customer-friendly usage, etc. This gives the customer a sense of self-worth. Using marketing knowledge helps to establish and maintain a relationship with customers, what gives them a sense of importance and assurance of the safety of their purchases. Maintaining quality relationships with buyers directly depends on our knowledge of them and their characteristics. Segmentation means to dissect, what in marketing refers to dissecting the market into various groups of customers based on certain characteristics. The thesis is divided into two parts. In the first part, I presented theoretical findings about segmentation of customers. I explained a definition and development of segmentation, specifically the segmentation for analysis and personalization. Additionally, I described strengths and weaknesses of segmentation of customers and its various models. We know several models of segmentation, such as those based on engagement with customers, shopping patterns or the customers’ goals. Segmentation models are used to determine the final or target customers among all the potential ones. Similarly, we are also aware of various classes of buyer-segments and tools of propositional value. As the thesis continues, customer segmentation trends of the future are also presented. We come to recognize new methods of collecting and processing data, the rise of hyper-personalization, spreading of platforms or new ways of thinking and the segmentation in the hands of marketers. In the second part of the thesis I applied my theoretical knowledge of segmentation on an example company that sells dietary supplements and publishes books related to health. After presenting the company, I described the existing segmentation of customers. Furthermore, I compared the segmentation data collected by the company in 2010 with the company’s recent developments and concluded that significant changes took part. On a basis of their analysis I proposed new possible customer segmentations. I selected new possible segments, such as all residents, vegetarians, vegans, population aged 65 and over, as well as readers of their publishing house books. As a consequence of adding new products, I determined two segments: athletes and recreation enthusiasts as well as women who use magnesium for beauty purposes. To conclude the thesis, I highlighted a proposal of steps on how to increase the percentage of direct customers with the help of customer-segmentation, predominantly through online sales. An online store is also a place where customers search for solutions for their problems; however, strict law regulations on listing medical effects of dietary supplements severely limit the company. The silver lining is, that there are still some strategies on how to guide customers to the product, which is the best solution for them. These are also presented in the thesis.
Keywords:analysis of customers, market segmentation, marketing, regular customers, potencial customers


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