Značilnosti trženja malih podjetij

Vodopivec, Sara (author), Lah, Borut Marko (mentor)

Mala podjetja imajo pomembno vlogo v svetovnem in slovenskem gospodarstvu. Mala podjetja omogočajo nova delovna mesta, ustvarjajo prihodke, ustvarjajo inovacije. Pri delovanju malih podjetij so pomemben pokazatelj uspešni rezultati, ki se merijo z raznimi analizami marketinških aktivnosti, ki so del trženjske strategije. Trženjsko strategijo podjetja potrebujejo, če želijo uspešno delovati na trgu in pridobivati prihodek. Primerjava malega in velikega podjetja kaže, da malo podjetje ni pomanjšana verzija velikega, temveč ima povsem svoje značilnosti posebnega gospodarskega subjekta, ki ga je potrebno upravljati na drugačen način. Z ekonomskega in upravljalnega vidika, je za taka podjetja značilno, da se za posamezne poslovne funkcije ne morejo toliko specializirati, kot je to primer v velikih podjetjih. V svojem delu sem predstavila položaj malih podjetij in raziskovala, zakaj le-ta nimajo določene strategije trženja, ter jih primerjala z delovanjem večjih podjetij. V pomoč so mi bili opravljeni intervjuji, ki sem jih opravila z lastniki malih podjetij. Pri tem sem ugotovila, da omenjena podjetja delujejo uspešno tudi brez strokovnega znanja marketinških strokovnjakov, ter znajo svoje slabosti, kot sta majhnost in omejenost, obrniti v svojo korist. Na takšen način jim uspe preživeti in obstati na trgu.

• Language: Slovenian
• Keywords: mala podjetja, trženjska strategija, marketinški strokovnjak
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2019
• PID: 20.500.12556/RUL-106196
• COBISS.SI-ID: 36026461
• Publication date in RUL: 08.02.2019

Secondary language

• Language: English
• Title: Marketing characteristics of a small company

Abstract

Small companies play a large role in the global and Slovenian economy. They provide jobs, generate revenue and create innovations. The performance of small companies is an important indicator of a successful marketing result which is measured by various analytics of marketing activities that are a part of the complete marketing strategy. The companies need a marketing strategy if they want to operate successfully on the market and earn revenue. The comparison of a small and a large company shows, that a small company is not a reduced version of a larger one. It has its own characteristics of a specific economic entity that needs to be managed in a different way. From an economic and management point of view, it is typical for such companies that they cannot specialize in individual business functions as is the case of a large company. In my thesis, I was researching the marketing situation of a small company and encountered a problem with the fact, they do not have specifically developed marketing strategy. When comparing them with larger companies I found out that these companies also operate successfully without the hired expertise or marketing professionals. They are aware of their weaknesses and limitations, for that reason they learned how to turn them to their own advantage. That way they survive and succeed being on the market.

• Keywords: small businesses, marketing strategy, marketing expert