Analiza tržnih poti živilskih izdelkov Kmetijske zadruge Šaleška dolina

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Title:	Analiza tržnih poti živilskih izdelkov Kmetijske zadruge Šaleška dolina
Authors:	ID Pečovnik, Saša (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Pecovnik_Sasa_2023.pdf (2,79 MB) MD5: 3E06ED6E915A5B8D9150419BED1C03FF
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Eden od glavnih ciljev vsakega proizvajalca je, da svoj izdelek oz. storitev pripelje do končnega porabnika. Pot, po kateri se izdelek premika od proizvajalca do končnega porabnika, pa imenujemo tržna ali prodajna pot. Le-ta je lahko neposredna, lahko pa vključuje enega ali več posrednikov, katerih cilj se mora ujemati s ciljem proizvajalca. Seveda imajo tako posredne in neposredne tržne poti svoje prednosti kot tudi slabosti. Večina podjetij v Sloveniji svoje izdelke ali storitve še vedno prodaja preko tradicionalnih tržnih poti, z lastno prodajo in vključevanjem posrednikov, ker pa je tehnološki napredek vedno bolj v razvoju, pa morajo podjetja, če želijo ostati konkurenčna, vedno bolj razmišljati o vpeljavi sodobnih tržnih poti, kot je npr. spletna prodaja. Magistrsko delo je sestavljeno iz dveh delov, in sicer iz teoretičnega, ter empiričnega. V teoretičnem delu smo se osredotočili na definicijo tržnih poti, njihovo funkcijo, strukturo, dinamiko, posrednike na tržni poti, kot tudi na faze, ki si sledijo pri oblikovanju tržnih poti. V nadaljevanju teoretičnega dela smo predstavili Kmetijsko zadrugo Šaleška dolina, ter njeni blagovni znamki Slodar in Ekodar. Osredotočili in opisali smo tudi obstoječe prodajne poti Kmetijske zadruge Šaleška dolina ter na njihov nov izdelek, peneče jabolčno vino Eros. V empiričnem delu smo na osnovi strukturiranega anketnega vprašalnika raziskovali izkušnje porabnikov z nakupovanjem živilskih izdelkov preko spleta ter odkrivali dejavnike, ki porabnike najbolj odvračajo od spletnega nakupovanja živilskih izdelkov. Raziskovali smo tudi, kakšna je prepoznavnost Kmetijske zadruge Šaleška dolina in prepoznavnost blagovnih znamk Slodar in Ekodar med odjemalci, v nadaljevanju pa ugotavljal, v kolikšni meri so odjemalci zadovoljni s prodajnimi potmi omenjenih blagovnih znamk. Na koncu smo podali še sklepne ugotovitve.
Keywords:	tržne poti, posredniki, Kmetijska zadruga Šaleška dolina, Slodar, Ekodar, peneče jabolčno vino Eros.
Place of publishing:	Maribor
Publisher:	S. Pečovnik
Year of publishing:	2023
PID:	20.500.12556/DKUM-84757
UDC:	339.138:004
COBISS.SI-ID:	169857027
Publication date in DKUM:	25.10.2023
Views:	339
Downloads:	34
Metadata:
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:	18.07.2023

Secondary language

Language:	English
Title:	Analysis of marketing channels of food products in the Agricultural cooperative of the Šaleška valley
Abstract:	One of the main goals of every manufacturer is, to bring their product, or service to the end user. The channel through which the product moves from the producer to the final consumer is called the marketing channel. ThiS channel can be direct, or it can include one or more intermediaries, whose goal must match the producer's goal. Of course, both indirect and direct marketing channels have their advantages and disadvantages. Most companies in Slovenia still sell their products or services through traditional marketing channels, through their own shops and with involvement of intermediaries, but since technological progress is increasingly developing, companies must think about the introduction of modern market channels, if they want to remain competitive, such as online sales. The master's thesis consists of two parts, theoretical part and the empirical part. In the theoretical part, we focused on the definition of marketing channels, their functions, structure, dynamics, intermediaries in marketing channels, and the phases that follow each other in the creation of marketing channels. In the continuation of the theoretical work, we presented the Agricultural Cooperative Šaleška dolina and its brands Slodar and Ekodar. We also focused and described the existing marketing channels of the Agricultural Cooperative Šaleška dolina, and their new product, sparkling apple wine Eros. In the empirical part, based on a structured survey questionnaire, we researched the experiences of consumers with buying food products online, and discovered the factors that most discourage consumers from buying food products online. We also researched the recognition of the Agricultural Cooperative Šaleška dolina and the recognition of the Slodar and Ekodar brands among customers, and further determined to what extent customers were satisfied with the marketing channels of the mentioned brands. At the end, we gave some conclucions.
Keywords:	Marketing channels, intermediaries, Agricultural cooperative Šaleška dolina, Slodar, Ekodar, sparkling apple wine Eros.

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