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Title:Razvoj odločitvenega modela za podporo izbire strategije vstopa na nove trge
Authors:Jurkić, Anita (Author)
Kljajić Borštnar, Mirjana (Mentor) More about this mentor... New window
Files:.pdf MAG_Jurkic_Anita_2020.pdf (2,93 MB)
MD5: 4AB8DA7F7ED3FFF7683335F964911898
 
Language:Slovenian
Work type:Master's thesis/paper (mb22)
Typology:2.09 - Master's Thesis
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:Podjetje X se trenutno odloča o tem, na kateri tuji trg bi bilo najbolj smiselno vstopiti in katera strategija vstopa bi bila najbolj primerna. V prvem delu magistrske naloge smo preučili teorijo mednarodnega poslovanja, strateškega načrtovanja, raziskav tujih trgov in odločanja. V drugem delu naloge smo predstavili tehnološko podjetje X in naredili podrobno analizo širšega zunanjega okolja Madžarske in Poljske na področju širokopasovnega dostopa. Podjetje si želi neposredno poslovati z večjimi operaterji ter preko poslovnih partnerjev z manjšimi. Ker podjetje X še ni naredilo konkretne analize zunanjega okolja, analize stroškov in časovnega okvira vstopa na tuji trg ter definiralo jasnih prodajnih ciljev in aktivnosti za izbrani trg, smo v magistrski nalogi na podlagi večparametrskega odločitvenega modela v programu DEXi in PEST analize predlagali, kaj bi bilo za podjetje najbolj smiselno in na katera tveganja mora biti pripravljeno. Namen magistrskega dela je preučiti trg Madžarske in Poljske ter definirati odločitvene kriterije za izbiro ustreznega trga. V ta namen smo razvili večparametrski odločitveni model, v katerem smo ovrednotili kriterije na podlagi analize trga. Kot rezultat smo dobili najbolj potencialni trg, na podlagi stroškovne analize in časovnega okvirja pa najbolj primeren način oziroma strategijo vstopa na tuji trg. Ustrezne podatke za analizo zunanjega okolja smo poskusili pridobiti iz različnih preverjenih spletnih virov, nekaj pa tudi iz intervjuja skrbnika ključnih kupcev ter direktorice prodaje poslovne enote Dostop. Na podlagi pridobljenih podatkov smo po metodi PEST analizirali štiri ključna okolja, in sicer politično, ekonomsko, družbeno in tehnološko. Vprašanje in dileme so se pojavile predvsem zaradi pravilnosti umestitve kriterijev v posamezno okolje in ali pomembno vplivajo na odločitev o vstopu na tuji trg. Širša analiza zunanjega okolja podjetju poda grobo sliko, ali je trg primeren za nadaljnje raziskovanje ali ne. Trg naj ne bi bil zasičen, sicer je tržni potencial majhen, smiselno pa je tudi izbrati tisti trg, ki je geografsko bližji, kulturno bolj domač in nekompleksen. Če je trg dovolj perspektiven, je potrebno narediti tudi druge analize, ki so prav tako pomembne pri odločanju o mednarodnem poslovanju. To so analiza konkurence, kupcev, lastnega potenciala idr.
Keywords:Strategija, večparametrsko odločanje, telekomunikacije, Dexi, analiza trga
Year of publishing:2020
Source:Maribor
COBISS_ID:36399363 New window
NUK URN:URN:SI:UM:DK:QHXX2W5K
Views:225
Downloads:38
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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:14.09.2020

Secondary language

Language:English
Title:Development of the decision model to support entry strategy to new markets selection
Abstract:Company X is currently deciding which foreign market it would make sense to enter and which entry strategy would be most appropriate to use. In the first part of the master's thesis we studied the theory of international business, strategic planning, foreign market research and decision making. In the second part of the thesis, we presented the technology company X and made a detailed analysis of the wider external environment of Hungary and Poland in the field of broadband access. The company wants to make business directly with larger operators and also through business partners with smaller ones. As Company X has not yet made a concrete analysis of the external environment, cost analysis and time frame for entering a foreign market and defined clear sales goals and activities for the selected market, we proposed in master’s thesis what makes the most sense for the company and what risks it should be prepared for based on a multi-parameter decision model in the DEXi program and PEST analysis. The purpose of the master's thesis is to research the markets of Hungary and Poland and to define the decision criteria for selecting the appropriate market. For this purpose, we developed a multi-parameter decision model, in which we evaluated the criteria based on market analysis. As a result, we got the best potential market, and based on the cost analysis and time frame, the most appropriate way or strategy of entering a foreign market. We tried to obtain relevant data for the analysis of the external environment from various verified online sources, as well as from an interview with the key account manager and the sales director of the business unit Broadband. Based on the obtained data, we analyzed four key environments using the PEST method, namely political, economic, social and technological. The question and dilemmas arose mainly due to the correct placement of the criteria in an individual environment and whether they significantly influence the decision to enter a foreign market. A broader analysis of the external environment gives the company a rough picture of whether or not the market is suitable for further research. The market should not be saturated, otherwise the market potential is small, and besides that it makes sense to choose the market that is geographically closer, culturally more domestic and non-complex. If the market has enough potential, it is necessary to make other analyzes, which are also important when deciding on international business. These are the analysis of competition, customers, own potential, etc.
Keywords:Strategy, Multi-Attribute Decision making, telecommunications, Dexi, Market analysis


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