Marketing plan proposal for the project ˝Drava as opportunity˝

V diplomskem delu smo proučevali projekt občin zgornje Dravske doline, "Drava kot priložnost," s katerim želijo vzpostaviti nove objekte in ponuditi storitve, ki bodo pritegnile mnogo turistov. Prvo poglavje vsebuje opredelitev področja, opis problema, namen, cilje, osnovno trditev, predpostavke in omejitve raziskave ter predvidene metode raziskovanja. V drugem poglavju smo opredelili definicije tržnega segmentiranja in pozicioniranja ter predstavili marketinški splet. Diplomsko delo v tretjem poglavju obravnava projekt "Drava kot priložnost" - njegovo ponudbo, namen in cilje. V tem poglavju smo predstavili tudi SWOT analizo turizma na Koroškem. Na podlagi rezultatov izvedene ankete smo pripravili predlog marketinškega načrta za obravnavani projekt, ki je predstavljen v četrtem poglavju. Pri tem smo opredelili, da je najustreznejši tržni segment mladina in starši z otroki. Oblikovali smo tudi priporočilo za marketinški splet za obravnavani projekt.In this theses we studied the project of the upper Drava Valley municipalities, ˝Drava as opportunity˝ wishing to establish new facilities and to offer services that will attract many tourists. The first chapter contains the description of the problem, goals, objectives, basic arguments, assumptions, limitations and research methods. In the second chapter we present the definition of market segmentation and positioning. We also introduced the marketing mix. In the third chapter, the theses, deals with the project ˝Drava as opportunity˝ - its offer, the purpose and goals. In this section we present a SWOT analysis of tourism of Carinthia. Based on the results of the survey, we have prepared a marketing plan proposal for this project, which is presented in the fourth chapter. We defined, the youth and parents with children as the most important market segment