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Trženje novih proizvodov v podjetju za izdelavo vezanih plošč : diplomsko delo (visokošolski strokovni študij) = Sale of new products in the plywood company : graduation thesis (higher professional studies)
Kozjan, Mitja
Na praktičnem primeru vezanih plošč smo opredelili problem trženja novih proizvodov. Analizirali smo teoretične ugotovitve, kjer je opredeljen trženjski splet, ki obsega razvoj novega izdelka, ...prodajno ceno, prodajne poti in metode ter tržno komuniciranje. Nadaljevali smo praktično raziskavo, ki se nanaša na trženje novih izdelkov iz vezanih plošč v podjetju Javor Pivka. Podjetje proizvaja vezane plošče in zaradi konkurence na trgu je prisiljeno nenehno razvijati nove, specialne izdelke z višjo dodano vrednostjo, ki jih trži izključno na medorganizacijkih trgih. Predstavili smo praktičen potek razvoja novega proizvoda (Isoplyform) ter trženje le-tega, kar obsega trženjski splet in pozicioniranje izdelka, ciljne skupine kupcev na medorganizacijskem trgu, pomen blagovne in korporacijske znamke podjetja, ter na koncu še zgoščen načrt trženja celega programa vezanih plošč, kot ključnega trženjskega dokumenta.
Type of material - undergraduate thesis
; adult, serious
Publication and manufacture - Ljubljana : [M. Kozjan], 2006
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