COMMUNICATION IN THE PROCESS OF SELLING BMW CARS

V diplomskem delu smo raziskali in predstavili potek komunikacije v procesu prodaje avtomobilov znamke BMW v podjetju Avtohiša Malgaj d.o.o., BMW Malgaj Kranj. Ugotavljali smo ali je prodajna strategija ustrezna, kje nastajajo problemi ter kaj bi bilo potrebno spremeniti in kaj dodati. Zanimal nas je predvsem odnos med kupcem in prodajalcem, ki s svojo komunikacijo kot glavno sredstvo s katero prodajo uspešno izpelje. To smo izvedli na podlagi opazovanja med delom v podjetju, spraševanja zaposlenih in izvedbe ankete med kupci.In our diploma work we researched and presented the methods of communication in the process of selling BMW cars by the Avtohiša Malgaj company, which is part of the Malgaj group. We analysed the success of the current selling strategy, focusing on sources of potential communication gaps, features which can be left out and any features which need to be added or elaborated upon. Our main interest has been the relationship between the seller and the client, and consequently the successful communication between the two, which results in a sale. We achieved this with observation of work, questioning of employees and with survey implementation