NAČRTOVANJE PRODAJE KOT SESTAVNI DEL NAČRTOVANJA MARKETINGA V PODJETJU RADGONSKE GORICE D.D. - Filipič, Marko (M. Filipič, 2013)
Podjetja želijo v svojem delovanju izstopati, poiskati konkurenčne prednosti, ki bodo prinašale nadaljnji razvoj in nove priložnosti na trgu. Podjetniška pot je pogosto polna nepredvidenih dogodkov, na katere se moramo v današnjem dinamičnem okolju odzvati v najkrajšem možnem času. Da pa bomo težave na podjetniški poti kar najlažje premagali, je potreben proces, brez katerega človeška družba težko deluje, dolgega obstoja pa brez njega ne gre pričakovati niti pri organizaciji. Načrtovanje je torej proces, brez katerega si težko predstavljamo delovanje organizacije in je podlaga za nadaljnje aktivnosti. Pomembne sestavine so natančne analize, postavljanje ciljev in strategij, na koncu pa vedno sledita vrednotenje in nadzor, ki ju po navadi izvaja vrhnji management samega podjetja. Skozi pisanje diplomskega seminarja smo lahko tudi razbrali, kako povezana sta marketing in prodaja, saj eden drugemu služita kot podpora. Prodaja dejansko predstavlja funkcijo, ki podjetje ohranja pri življenju, medtem ko marketing nudi močno podporo pri vseh sestavinah prodaje in pri porabnikih ustvarja potrebe po nakupu. V diplomskem seminarju smo se dotaknili tudi razvoja novega izdelka, ki dolgoročno predstavlja gonilo, hkrati pa podjetju prinaša tudi svežino. Na realnem primeru Radgonskih goric d.d. bi lahko poleg aktivnosti, ki jih že izvajajo, še dodatno sistematizirali proces razvoja novega izdelka, dodali še kakšen kanal pri marketinškem komuniciranju, vendar pa to v njihovem poslovanju ni ključnega pomena. Veliko smo izvedeli tudi o sami vinski branži, ki je zelo tradicionalna, spreminjanje navad porabnikov pa je morda veliko težje kot v drugih panogah. Če ne vemo, kam smo namenjeni, je vsaka pot prava, zato je načrtovanje nujnega pomena za dolgoročen obstoj. Companies’ goal is to stand out in their performance, find competitive advantages which will bring further development and new opportunities on the market. Entrepreneurship is often filled with unexpected developments which demand the shortest possible response time in today’s dynamic environment. In order to overcome the obstacles on one’s entrepreneurial path in the easiest way possible, the process, without which society can hardly work, is needed, and a long-term existence without it cannot be anticipated not even in the organization. Planning is a process without which the performance of the organization can hardly be imagined and is a basis for further activities. Important components are precise analyses, setting of goals and strategies, and finally assessment and supervision, which are usually implemented by the upper management of the company itself. It is also evident in this diploma seminar how marketing and sales are interrelated, since one supports the other. Sales actually represent the function, which keeps the company afloat, while marketing offers a strong support in regard to all components of the sales and generates purchase needs among consumers. Development of a new product, which is a driver in the long-term and also brings freshness to the company, is also dealt with in this diploma seminar. In the presented case of Radgonske gorice d.d. process of development of new product could be further systematized alongside activities, which are already being implemented, and some sort of channel in the marketing communication could be added, but this is not a key element in their performance. A lot has also been said about the wine-branch itself, which is quite traditional, and changing of the consumer’s habits is perhaps more difficult than in other branches. If one does not know where one goes, each path is the right one, and this is why planning is essential for a long-term existence.