BUSINESS MARKETING STRATEGY

Diplomska naloga obravnava marketinško strategijo podjetja, na primeru podjetja De-Long d.o.o. Pri marketinški strategiji je pomembno, da jo podjetje ima ter, da je narejena na podlagi analize. Predpostavka, da veliko malih Slovenskih podjetij nima marketinške strategije, je bila velik motivator za izdelavo diplomske naloge. V začetnem delu je predstavljeno podjetje in problem s katerim se ukvarja. Kasneje pa je povzet teoretični del marketinške strategije z vsemi elementi, ki so pomembni za uspeh podjetja. Preko analize anketnega vprašalnika so bili pridobljeni odgovori na hipoteze. Skozi hipoteze pa smo lahko ugotovili, kje so težave in jih v ciljih skušali odpraviti. Analiza je predstavljena v tretjem poglavju, kjer je skozi tabele razvidno prepoznavanje izdelkov Yankee candle na Slovenskem trgu ter poznavanju konkurenčnih znamk. Na koncu pa so predstavljeni zaključki ter predlogi za izdelavo marketinškega načrta za malo podjetje.The treatise deals with the business marketing strategy, specifically with a case study of De-Long Ltd. Every company should have a marketing strategy and it should be founded on the basis of an analysis. The motivation for the research was based on the thesis that many small companies in Slovenia do not have a marketing strategy. In the introductory part the company itself and its economic engagement are presented. Later on follows a summary of the theoretical part of the marketing strategy with all the elements relevant for the success of the company. The answers to the made hypotheses were acquired through an analysis of a questionnaire. The hypotheses were used to ascertain the problems that would later be remedied through relevant strategy goals. The analysis is presented in the third chapter where the comparison between the recognition of Yankee candles and rival trade marks is also shown in a table. The treatise is concluded by the findings of the study and proposals for elaborating a marketing plan for a small compan