MARKETING STRATEGIES OF GALERIJA EMPORIUM IN RECESSION

Marketing predstavlja pomembno vodilo za poslovanje podjetja. Ne vključuje le prodaje in oglaševanja, temveč tudi marketinški načrt in celoten marketinški splet, ki skupaj s primerno zastavljeno strategijo prispevajo k boljšemu poslovanju in uspešnosti podjetja. Veliko slovenskih podjetij nima postavljene marketinške strategije, ki pa mora biti dandanes zelo dobro postavljena, če hoče podjetje uspeti ter biti tržno konkurenčno. V času recesije nikakor ni primerno opustiti strategije, temveč jo prilagajati danim razmeram na trgu, ki se zelo hitro spreminja. Pomembno je upoštevati povpraševanje in želje kupcev. Na poti do zastavljenih ciljev bistveno pripomorejo tudi zaposleni. Da bi imeli primerno usposobljen prodajni kader, je potrebno investirati v zaposlene ter jim nuditi primerno motivacijo in izobraževanje. V diplomski nalogi smo analizirali primernost marketinške strategije Galerije Emporium, prepoznali vzroke za nižji obseg prodaje od predvidene ter izdelali predlog novega marketinškega pristopa. V prvem delu diplomske naloge smo predstavili teoretične osnove strategije marketinga. Nato smo naredili kratko predstavitev podjetja in blagovne znamke »Galerija Emporium«, v empiričnem delu pa smo s pomočjo intervjuja in anket naredili podrobno raziskavo ter predlagane rešitve. Skozi raziskavo smo prišli do ugotovitev, da na nižji obseg prodaje od predvidene najbolj vplivata zmanjšana kupna moč potrošnikov in slabši obisk veleblagovnice. Tako so bili izdelani predlogi izboljšav na področju blagovnih znamk, oglaševanja in promocij preko interneta ter socialnega omrežja Facebook ter predlog oglaševanja z billboardi na letališčih.Marketing is an important reference for business. Includes not only sales and advertising, but also the entire marketing plan and marketing mix, which together with the appropriate set strategy contribute to a better business and company performance. Many Slovenian companies have no set marketing strategy that must be now very well placed if a company wants to succeed and be market competitive. During the recession is by no means appropriate to suspend the strategy, namely adapting it to the given situation on the market that is rapidly changing. It is important to take into account the demand and preferences of customers. On the way to set objectives significantly help employees. In order to have properly trained sales staff, should be invested in employees and provide them with appropriate motivation and education. In this graduation thesis, we analyzed the appropriateness of marketing strategy of Galerija Emporium, identified the reasons for the lower sales volume than anticipated and prepared for a new marketing approach. In the first part of the graduation thesis we presented the theoretical basics of marketing strategies. Then we made a short presentation of the company and the brand »Galerija Emporium«, in the empirical part we used interviews and surveys to made a detailed study and the suggested solutions. Through research we came to the conclusion that a lower volume of sales than anticipated is most affected by reduced consumer purchasing power and less visit department store. We made suggestions for improvements in the field of brands, advertising and promotions through the internet and social network Facebook and proposal for advertising with billboards at airports