Analysis of the sales assortment of the factory oil gea d. d.

Danes morajo podjetja nujno in kritično ponovno razmisliti o svojem poslanstvu in trženjskih strategijah. Podjetja ne delujejo več na trgu, na katerem imajo stalne znane tekmece in odjemalce, ki ne menjajo svojih priljubljenih izdelkov. Ko je podjetje soočeno z agresivno konkurenco in zahtevnimi, ozaveščenimi ter dobro informiranimi odjemalci, je bistven razmislek podjetja o tem, kaj naj sploh ponudi odjemalcem, da bo v takšnih razmerah uspešno. Podjetje mora dobro poznati trg in njegove razmere, saj bo le tako vedelo kakšne izdelke proizvajati, v kakšni količini jih proizvajati ter kakšno ceno določiti zanje, da jih bodo odjemalci kupili. S tem vprašanjem se ukvarja tudi naš diplomski seminar, ki se osredotoča na točno določeno podjetje. Na primeru izbranega podjetja bomo predstavili tako njihove izdelke oziroma še bolje predstavili in analizirali njihove asortimente po različnih kriterijih. Diplomski seminar je sestavljen predvsem iz analize asortimenta podjetja Tovarne olja Gea d. d. Uvodnim pojasnilom sledi teoretični del, kateremu želimo povečati razumljivost in uporabnost analize asortimenta, ki se tako razdeli v 5 različnih področij. Za teoretičnim delom sledi praktični del, ki se nanaša predvsem na podjetje in njihove izdelke. Omejila se bom izključno samo na njihove izdelke ter s pomočjo zaposlenih v podjetju analizirala njihov asortiment.Today, companies need urgently and critically rethink their missions and marketing strategies. Companies no longer work on the market, which has a fixed known rivals and clients who do not change their popular products. When a company is faced with aggressive competition and demanding, aware and well-informed clients it is essential for the company to make a reflection about what to offer to customers, to be successful in such circumstances. The company must have a good knowledge of the market and its situation, because this is the only way to know what products to produce, what amount of products to produce and what price to set for it so the clients will buy them. This issue is also dealt with in my graduate seminar, which focuses on a specific company. In the case of the selected company, I will present their products or even better, present and analyse their assortment according to various criteria. The graduate seminar consists mainly of an analysis of the assortment of Oil Company Gea JSC. Introductory explanations are followed by a theoretical part, which I want to increase the readability and usefulness of the assortment analysis, distributed in 5 different areas. The theoretical part is followed by a practical part, which refers in particular to the company and their products. I am going to be limited exclusively to their products, and with the help of employees in the company analyse their assortment