MEANING OF MARKET RESEARCH AND MARKET PLAN ON THE CASE ISTENIČ, D.O.O.

Tržna raziskava ter načrt trženja sta pomemben instrument v marketingu podjetja. Tržna analiza pomaga definirati trg ter ugotoviti dejansko stanje na trgu. Podjetje tako naredi analizo poslovnega okolja, kupcev oz. odjemalcev ter spozna konkurenco na trgu. Ko podjetje naredi tržno raziskavo lahko pripravi načrt trženja, kjer natančno opredeli svoj izdelek oz. storitev, določi tržno ceno za izdelek ter se odloči katere prodajne poti naj uporabi, da bodo prišli izdelki do kupcev. Izredno pomemben del tržne analize pa predstavlja tržno komuniciranje, ki zajema oglaševanje, odnose z javnostmi, pospeševanje prodaje, osebno prodajo ter način trženja izdelka. V praktičnem delu smo predstavili podjetje Istenič, d. o. o., ki se ukvarja s proizvodnjo penin po klasični francoski metodi. Penine po tej metodi pridelujejo že štirideset let in da so uspešni pri svojem delu, kar dokazujejo tudi številna priznanja in priznanje za eno od vodilnih blagovnih znamk v Sloveniji. Poleg penin ponujajo kupcem tudi vina, balzamični kis ter ogled kleti z degustacijo v Stari vasi na Bizeljskem. Svojim gostom nudijo tudi prenočišča ter možnost najema konferenčne sobe. Podjetje ima izdelan načrt trženja na osnovi SWOT analize in konkurence. V sklepnem delu seminarja smo lahko nekatere predpostavke potrdili, druge pa zavrgli. Zanimivo, da se podjetje ne poslužuje klasične tržne analize, ampak analizira določene kupce in nato čaka na njihov odziv. Podjetje se zaveda svojih prednosti na trgu, zaveda pa se tudi, da je treba paziti na konkurenco, ter proučevati vsak njihov korak.Market research and marketing plan is an important tool in the marketing business. Market analysis helps define the market and the actual market situation. The company also makes the analysis of the business environment, customers and competitors. When company makes a market research than can prepare a marketing plan, which clearly identify your product or. services, the market price of the product and decide which sales channels to use to get products to customers. A very important part of market analysis is marketing communication, which includes advertising, public relations, sales promotion, personal selling and method for product marketing. In practical work, we present Istenič d. o. o., which deals with the production of sparkling wines by using classical French method. They produce sparkling wine by this method for forty years now and they are successful in their work. Numerous awards and prizes speak about the quality of their sparkling wines, they got a recognition as one of the leading brands in Slovenia. They offering to customers a sparkling wines, balsamic vinegar and wines. Guests can see a cellar where they produce sparkling wines and taste their products in the Stara vas, Bizeljsko. They also offers its guests accommodation and conference rooms available for rent. The company has created a marketing plan based on SWOT analysis and competition. In the final part of the paper, some assumptions were confirmed, while others are discarded. Interestingly, the company does not use traditional market analysis, but analysis of specific customers, then they are waiting for their response. The company is aware of its advantages in the market, but also recognizes the need to focus on the competition, and to study their every move