ANALYSIS OF THE MARKETING IN THE COMPANY A-COSMOS D.D.

V diplomski nalogi bomo predstavili podjetje A-Cosmos d.d. in predstavili prodajo vozil izbrane blagovne znamke. Cilj naše naloge je preveriti vzrok, zakaj se kupci odločajo za nakup blagovne znamke Mazda v podjetju A-Cosmos d.d.. Zanimajo nas informacije povezane z njihovo prodajo, zadovoljstvo kupcev, kakšen vpliv ima lokacija, prodajalci, odnosi do potencialnih kupcev, pooblaščeni servis, nadomestni deli in dodatna oprema ter kaj podjetje lahko spremeni ter izboljša za nadaljnjo prihodnost in uspešnost podjetja. S pomočjo ankete bomo tudi ugotovili, kaj za potencialnega kupca pomeni trženje izdelka-avtomobila. Povedali bomo kaj je konkurenca in kaj vpliva nanjo. Predstavili bomo definicijo konkurence, pomen komunikacije, cene, poti in izdelka ter definicijo blagovnih znamk. Ugotovili bomo kakšen je proces nakupnega odločanja, pomen kakovosti izdelka ter možnost servisiranja in načina plačila izdelka. Diplomsko nalogo bomo razdelili na dva dela, in sicer na teoretični del ter na praktični del, v katerem bomo uporabili anketni vprašalnik. Analizo rezultatov bomo nato tudi grafično prikazali in jih razložili ter opisali. V sklepnem delu diplomske naloge bomo podali mnenja in ugotovitve za izboljšanje ter povečanje prodaje avtomobilov v A-Cosmosu d.d..In this thesis we will present a company, A-Cosmos d.d. and the sales of a selected brand of vehicles. The goal of this thesis is to survey the reasons why customers decide to buy the Mazda brand in A-Cosmos d.d. company. We are interested in the information connected to their sales, customers’ satisfaction, the influence of the location, sales representatives, relations to potential customers, authorised repair shop, spare parts, extras, and what the company can change and improve for the future and success of the company. By means of a survey we will establish the importance of marketing a product – a car – to the potential customer. We will explain competition and what influences it. We will present the definition of competition, the meaning of communication, price, journey and product and the definition of branding. We will establish the purchase decision process, the value of product quality and the possibility of repair and means of payment. The thesis has been divided into two parts, a theoretical part and a practical part, in which we used a survey. The analysis of the results is presented in graphs, which are explained and described. In the conclusion of the thesis we offer opinions and findings for improvement and expansion of car sales