SALE ANALYSIS OF TRADE MARK ARMAL OF THE ENTERPRISE MARIBORSKA LIVARNA MARIBOR D.D.

Današnje razmere na trgu predstavljajo neusmiljen boj za obstanek, vendar se je potrebno zavedati da je lahko kriza tudi priložnost, saj tam, kjer eni izgubljajo, lahko drugi pridobijo. Proizvodno in veleprodajno podjetje Mariborska livarna Maribor d.d., se je z svojim dolgoletnim delovanjem že dokazalo kot uspešno. Po rezultatih analize uspešnosti prodaje ostaja blagovna znamka Armal še vedno najbolj prepoznavna blagovna znamka sanitarnih armatur na našem domačem trgu. Potrošniki jo visoko cenijo, ji zaupajo, z izdelki so zadovoljni in bi se v primeru vnovičnega nakupa ponovno odločili zanjo. Prepričani so, da se bo ohranila v boju z zahtevno konkurenco. Najpomembnejši element nakupne odločitve ostaja kakovost izdelka, velik pomen pa pripisujejo tudi dizajnu in ceni. Če bo podjetje Mariborska livarna Maribor d.d. hotelo še naprej dosegati uspešno prodajo z blagovno znamko Armal, bo moralo slediti razvojnim trendom sanitarne panoge. To pomeni, da bo moralo slediti k vedno bolj ekološko naravnanim in energetsko varčnim zahtevam.Nowadays, market conditions are critical, and therefore represent a merciless struggle for survival. However, we should be aware that a crisis can also mean an opportunity. Namely, where one loses, the other can gain. Mariborska livarna Maribor, production and whole-sale company, has already shown its success with a long-time operation. The analysis results of sales success have proved that the Armal remains the most recognizable trade mark of sanitary taps in the home market. Even though a demand has had a small decrease in the previous year, Armal is still highly valued. The costumers trust its quality, they are satisfied with the products, and in case of repeated purchase, they would decide for Armal again. Therefore, the costumers have no doubts that Armal is going to be successful in the struggle with fierce competition. Product quality, design and price are still the most important elements by deciding for a purchase. In order to continue with success, Mariborska livarna Maribor together with its trade mark Armal will have to follow development trends which consist of ecologically motivated and energy-saving criterions