REVIEW OF MARKETING ACTIVITIES OF TWO SLOVENIAN COMPANIES WHEN ENTERING A NEW MARKET

Temeljna značilnost sodobnega poslovnega okolja je globalizacija, katere temeljna značilnost je oblikovanje svetovnega trga. Zato morajo podjetja pri načrtovanju svoje razvojne usmeritve načrtovati vstope na nove trge in hkrati upoštevati vse večjo konkurenco na njihovih tradicionalnih trgih zaradi vstopanja novih podjetij. Slovenski trg je za domača velika podjetja premajhno tržišče, zato so vsa večja uspešna slovenska podjetja že dalj časa prisotna na različnih tujih trgih. Ključni del uspeha na tujem trgu je načrtovanje marketinških aktivnosti ob vstopu na tuj trg. V nalogi smo najprej predstavili pojme v povezavi z mednarodnim marketingom. Dotaknili smo se marketinškega spleta in strategij vstopa na tuj trg. V nadaljevanju smo predstavili kulturo in njene dimenzije. Namen raziskave je predstavitev marketinških aktivnosti dveh slovenskih podjetji ob vstopu na tuj trg. Spoznali smo, da je izrednega pomena temeljita priprava in raziskava trga in njegove kulture pred vstopom na trg.The main characteristic of modern business environment is the globalisations, which is formatting global market place. That is why company must take in to account entering new markets and also growing competition on their traditional markets. Slovenian market is too small for its own companies, that is the reason why all big successful Slovenian companies are present on foreign markets. The main factor of success is planning marketing activities when entering a new market. In the thesis are first presented key words describing international marketing. We looked in to marketing mix and strategy of entering new market. Continuing we presented culture and its dimensions. Purpose of the research is review of marketing activities of two Slovenian companies when entering a new market. Key ascertainment is that making a radical marketing research and gaining the knowledge of new market and its culture, is fundamental before entering new market