Search

The role of public relations is dealing with the identification of organization's strategic public and developing communications programs for building solid, open and trusting relations with them. Many companies have taken a limited view of the impact that public relations can have on company's overall effectiveness. This paper consists of two parts: the theoretical framework for the role of public relations in the overall effectiveness of the company and an empirical analysis based on the primary data collected. We classified and analyzed different public relations factors (i.e. factors related to managing and implementing public relations) that influences the effectiveness of the company. We explored the correlation between public relations and a company's effectiveness and argued that public relations factors play a critical role in that effectiveness. We used linear regression and we found a significant linier relationship between the independent variable (public relations) and the dependent variable (company effectiveness). Vloga odnosov z javnostmi je identifikacija strateških javnosti organizacij in oblikovanje komunikacijskih programov za graditev stabilnih, odprtih in zaupanja vrednih odnosov z njimi. Kakovost teh odnosov je pomemben kazalec dolgoročnega prispevka odnosov z javnostmi k organizacijski uspešnosti. Mnoge organizacije se zelo malo ukvarjajo z vplivom odnosov z javnostmi na celotno učinkovitost same organizacije. Naš prispevek je razdeljen na teoretični in empirični del. V teoretičnem delu predstavljamo spremenljivke odnosov z javnostmi, ki vplivajo na uspešnost organizacije. S pomočjo empirične raziskave na vzorcu slovenskih podjetij smo ugotavljali odvisnost uspešnosti podjetij od posameznih dejavnikov odnosov z javnostmi. Raziskali in analizirali smo različne dejavnike odnosov z javnostmi (t.j. dejavnike povezane z upravljanjem in izvajanjem odnosov z javnostmi), ki lahko pomembno vplivajo na učinkovitost organizacij. Ugotavljali smo korelacijo med njimi ter s pomočjo linearne regresije ugotovili statistično značilno korelacijo med neodvisno spremenljivko (odnosi z javnostmi) in odvisno spremenljivko (uspešnost organizacije).

V prispevku je predstavljen del raziskave o uporabi marketinškega komuniciranja v oblačilni industriji v Sloveniji. Ugotoviti smo želeli, kako naša tekstilna podjetja uporabljajo instrumente marketinškega komuniciranja za prestavitve svojih izdelkov oz. blagovnih znamk. Raziskava je potrdila, da se sestava komunikacijskega spleta v slovenski oblačilni industriji bistveno ne razlikuje od sestave komunikacijskega spleta, kot jo navajajo priznani avtorji s tega področja v svetu. Oglaševanje je izpostavljeno kot najpomembnejši instrument komuniciranja v skupni analizi slovenske oblačilne industrije, sledi osebna prodaja, pospeševanje prodaje in odnosi z javnostmi. Dejstvo pa je, da imajo naša tekstilna podjetja premalo lastnih blagovnih znamk, ki bi jih lahko promovirala na domačem in tujem trgu. Marketinško komuniciranje opravi svojo funkcijo in pripomore k uspešnosti poslovanja podjetja šele takrat, ko ima podjetje kakovostno in modno zasnovano kolekcijo oblačil, ustrezne cene izdelkov in učinkovito distribucijo. This article presents the part of marketing communication research in the clothing industry in Slovenia. The aim of our research was how our textile company's used marketing communication mix for promotion products and brands. The research confirms that the structure of marketing communications mix in the sample of clothing industry in Slovenia doesn't deviate from the one, proposed the eminent authors from this field in the world. The research found that advertising is one of the most important instruments of marketing communications mix in the clothing industry in Slovenia. Also important are personal selling and sales promotion as well as public relations. However, Slovenian textile company's haven't enough own brand name for promotion at domestic and foreign markets. It should be emphasized that a collection of quality and fashionably designed clothes, appropriate prices of products and appropriate distribution are the preliminary condition for functional marketing communication contributing to an efficient company.

V prispevku so predstavljena poslovna pogajanja, ki postajajo vedno bolj pomembna za vsako organizacijo. Novi pogajalski položaji so vedno bolj podobni pogajanjem med zaposlenimi. Z učenjem, kako biti boljši v pogajanjih z zaposlenimi, se pogajalci naučijo tudi, kako biti boljši v pogajanjih z dobavitelji ali kupci. Dobre lastnosti pogajalcev veliko prispevajo k njihovi uspešnosti v pogajanjih. Z raziskavo smo hoteli ugotoviti pogajalsko znanje in spretnosti slovenskih managerjev. Raziskava je dala številne ključne ugotovitve. Pogajalske spretnosti in sposobnosti slovenskih managerjev še vedno niso na zadovoljivem nivoju. Da bi bili bolj uspešni v pogajalskem procesu s tujimi pogajalci, morajo izboljšati pogajalske strategije in taktike. These paper present business negotiations which becomes more important for every organizations. This new negotiating position is very much like negotiating with colleagues. So, by learning how to strike better deals with their colleagues, the negotiator will also learn how to better deal with their suppliers or buyers. The better characteristics are really important contributors to successful negotiators. A questionnaire was developed to identify the Slovenian manager's negotiation skills and knowledge. This study has produced several key findings. Skills and knowledge Slovenian managers are still not in appropriate level, so they must improve negotiation strategy and tactics to be more efficient in negotiation process with foreign negotiators.

Brand allows for market offer to be identified and differentiated from the competitive offers. The very essence of brand is based not only on potential sales figures, but on the philosophy that makes it posssible for a customer to identify with the brand. Faced with the plenty of market offers customers undoubtedly prefer wellknown companies and brands, thus minimizing risk and time consuming activities of gaining futher knowledge concerning alternative offers. The consumers often wonder whether the branded goods are more worth from the other, similar goods without any famous trademarks. There are many questions and theories but only one is undeniable: one should never doubt the companies that invest great amount of assets, ideas, talents, love and risk, intend to risk previously stated items with bad design, services or products% quality. Brand building in textile industry differs from branding of market offers targeting general public. Branding in textile industry requires more focused approach. Fashion companies are facing with bigger challenges when fighting to attract and keep new consumers who are offered new products and markets. In order to create strong brand, it is necessary to possess expert planning and long-term capital investment. Successful brand is actually an excellent product or service, with creatively designed and conducted marketing. Branding has become marketing´s priority, because successful brands achieve higher prices and gain over loyalty, and attract both consumers and financiers. Marketing agents of the successful 21st century brands must be extremely efficient in strategic brand management, which assumes implementation of marketing activities and programmes in order to build brands, as well as brand management to increase its value. Brands and its value must be regarded and recognised as strategic capital.

This article explores the relationship between communication, with the emphasis on public relations, and social network perspectives. What, then, does social networking for business mean in communication, particularly in public relations? This paper argues that business social networking play an important role in improving organizations communications. The goal of our paper is to identify the basic characteristics of social networks and its role for public relations for the effective implementation of social networking initiatives and tools in the workplace. Business social networking tools such as Facebook and LinkedIn are being used by organizations to reach the corporate objectives and to create a positive company image. Specific social networks, such the personalised networks of influence, are perceived to be one of the main strategic resources for organizations.

Outsourcing has become increasingly popular in recent years, and is often quoted as a means of coping with rapid changes in technology and in the business environment. The scope of third-party logistics may range from a relatively limited combination of activities (e.g. transportation and warehousing) to a comprehensive set of logistics services. The authors first define the reasons for outsourcing with the emphasis on business logistics. They particularly point out the motivations for logistics outsourcing, the possibilities of logistics outsourcing, and they present the process of outsourcing partner selection as well. Finally they analyze the specific issues of logistics service's perceived value in outsourcing logistics activities on the basis of the survey carried out in Slovenian companies. The purpose of the survey was to measure the customers' perception of different characteristics of logistics provider which can be decisive when manufacturing firms are trying to make a decision whether to outsource and which logistics provider to select. The paper creates a framework for selection of the important and perceived characteristics of logistics provider relevant to customer in the process of the logistics supplier selection. Zunanje oskrbovanje je v zadnjih letih postalo zelo popularno in različni avtorji ga razumejo kot sredstvo, s katerim se je mogoče prilagoditi hitrim spremembam tehnologij in poslovnih okolij. Zunanje oskrbovanje v logistiki lahko sega od relativno omejene kombinacije aktivnosti (npr. transport in skladiščenje) pa vse do celovitih logističnih storitev. Avtorji prispevka najprej opredelijo razloge za zunanje oskrbovanje, predvsem na področju poslovne logistike. Posebno pozornost posvetijo motivom za zunanje oskrbovanje in možnostim outsourcinga logistike in predstavijo proces izbire zunanjega izvajalca. Nato na podlagi ankete, ki je bila opravljena v slovenskih podjetjih, analizirajo zaznano vrednost logističnih storitev pri zunanjem oskrbovanju logističnih dejavnosti. Namen ankete je bil spoznati, kako stranke zaznavajo različne značilnosti logističnih ponudnikov, ki so lahko odločilne, kadar se proizvodna podjetja odločajo, ali najeti zunanjega izvajalca in katerega izvajalca izbrati. V prispevku je predstavljen okvirni načrt izbire pomembnih in zaznanih značilnosti logističnega ponudnika, ki so relevantne za stranko v procesu izbire izvajalca logističnih storitev.

A modern public administration requires professional, skilled, and well-trained civil servants. Training is an important development component of a modern civil service and its employees. As a basic method of human resources development, training should be adjusted to the administrative requirements and should be conducted continuously and systematically. All efficient training programs start with a needs assessment. Since training needs assessment is a critical part of the training function, this paper examines the practices of training needs assessment in a branch of Slovenias public administration. Our research assessed the influence of civil servants demographics characteristics on their attitude towards assessment. The results obtained indicate that the influence of hierarchical position prevailed, although the managers are less involved in needs analysis than expected. Empirical data also demonstrate that the majority of employees are aware of the importance of training needs analysis and the importance of clearly defined training objectives.

After the fall of the Berlin wall, the public administrations in Central and Eastern European countries have had to adapt to an enormous number of changes in a relatively short time. Their civil servants are still facing a constantly changing regulatory framework which needs implementation and enforcement, as well as new demands from the growing private sector and the citizens. These challenges can only be met if the civil servants are highly qualified and constantly updating their qualifications. A sound system of in-service training is therefore crucial to keep the public servants on equal footing with the rapidly changing environment. The research presented in this paper analyzed the practices of training evaluation as an information feedback in a branch of Slovene state administration. We analyzed the attitudes of employees towards evaluation with the assumption that there probably are notable differences between the attitudes of public servants depending on their demographic qualities. The results of the research, that 414 public servants have participated in, show that the position in the hierarchy has the strongest influence on their attitude towards evaluation. Empirical data also show that most of the employees are willing to participate in a continuous and objective training evaluation, but the leading public servants are less involved in the evaluation than expected. Po padcu berlinskega zidu so se javne uprave v srednji in vzhodni Evropi morale v zelo kratkem času prilagoditi mnogim spremembam. Njihovi javni uslužbenci so še vedno soočeni s stalno spreminjajočim se zakonodajnim okvirjem, ki ga je potrebno vpeljevati v prakso ter novimi zahtevami pravnih in fizičnih oseb. Javna uprava lahko odgovori na te izzive samo, če so njeni uslužbenci visoko kvalificirani in se njihova znanja stalno posodabljajo, za ustrezno prilagajanje kompetenc javnih uslužbencev hitro spreminjajočemu se okolju pa je potreben kvaliteten sistem urjenja na delovnem mestu. V pričujoči raziskavi smo analizirali prakse evalvacije izobraževanja kot vira povratnih informacij v delu slovenske javne uprave. Analizirali smo odnos zaposlenih do evalvacije z domnevo, da obstajajo opazne razlike med skupinami javnih uslužbencev z različnimi demografskimi lastnostmi. Rezultati raziskave, v kateri je sodelovalo 414 javnih uslužbencev so pokazali, da ima položaj v hierarhiji najmočnejši vpliv na njihov odnos do evalvacije. Empirični podatki so pokazali tudi, da je večina zaposlenih pripravljena sodelovati v kontinuirani in objektivni evalvaciji izobraževanja, vendar pa se vodstveni javni uslužbenci manj ukvarjajo z evalvacijo, kot smo pričakovali.

The composition of communication mix and the integration of the different instruments vary with time and also depend on type of product market (consumer or business-to-business). This paper focuses on a development and testing of the model of marketing communication effectiveness in the business-to-business market. Building on past research from the marketing communications and business-to-business marketing literatures, the model (which incorporates concepts of the source of communication, communication messages, marketing communications objectives, communication channels, target groups and two-way communications) is tested to examine the impact of these antecedent variables on marketing communications effectiveness. In addition to these relations, we investigated the relationship between effectiveness of marketing communications, and its result - the impact of marketing communication's effectiveness on the organizational performance, both in marketing, financial and other aspects. Structural model of the effectiveness of marketing communication was empirically tested on a sample of Slovenian companies, which operate in the business-to-business markets. We have confirmed the positive relationship between these constructs. The contribution provides a comprehensive point of view at the effectiveness of marketing communications as a consequence and a cause in the process of marketing communications. Sestava tržnokomunikacijskega spleta in integriranost posameznih instrumentov se s časom spreminjata in sta odvisna tudi od vrste izdelčnega trga (porabniški ali medorganizacijski). V prispevku smo pristopili k oblikovanju in testiranju modela tržnega komuniciranja z vidika organizacij, ki delujejo na medorganizacijskih trgih. Na osnovi proučevane literature s področja tržnega komuniciranja in medorganizacijskih trgov smo najprej proučili dejavnike, ki vplivajo na uspešnost tržnega komuniciranja - vir komuniciranja, komunikacijsko sporočilo, cilji tržnega komuniciranja, komunikacijske poti, ciljna skupina in dvosmernost komuniciranja. Poleg teh odnosov smo raziskali tudi odnose med uspešnim tržnim komuniciranjem ter njegovo posledico - vpliv uspešnega tržnega komuniciranja na uspešnost organizacij, tako s trženjskega, finančnega kot tudi drugih vidikov. Strukturni model uspešnosti tržnega komuniciranja smo empirično preverili na vzorcu slovenskih organizacij, ki delujejo na medorganizacijskih trgih in potrdili pozitivno povezanost med proučevanimi konstrukti. Prispevek ponuja celovit pogled na uspešnost tržnega komuniciranja kot posledico in vzrok v procesu tržnega komuniciranja.

Performing all marketing communications activities require financial resources. Different methods are available for establishing and allocating budgets for marketing communications. Companies consider different factors when establishing the promotional budget and they usually take into consideration the actual companies needs. Each company must develop its own model for allocation marketing communications budgets and consider the most relevant factors for the companies. The paper consists of theoretical and empirical part. In the theoretical part the framework and basic concepts for establishing the marketing communications budget is presented. The empirical analysis is based on the primary data collected. This paper presents the results of a study that examines approaches and allocation of marketing communications budgets in the sample of Slovenian companies.

This paper focuses on logistics performance of companies in the Slovenian market. The research is analysing the point of view of managers in production, trade and services oriented companies about their logistics needs. Specifically, we examined their perception of different characteristics of a logistics provider and their evaluation in the process of outsourcing. There are few logistics functions that have been outsourced. This paper presents the outsourcing process with of outsourcing characteristics. The authors also identify elements of a successful outsourcing strategy, basing their conclusions on the research on the sample of 150 the biggest Slovenian companies. The authors will intend to answer the following question in the research: Which indicators do customers use to evaluate their suppliers? It would be expected that in purchase decision processes, customers give strong consideration to the resources and the competence of the supplier as criteria to provide higher quality and more reliable and efficient transportation of goods. One of the aims of research will be to measure the perception of respondents about the different characteristics of logistics provider. Within any organization, there will be differences of opinion about key buying factors, their importance, and how well the company performs on each factor.

The paper presents the results of the role of marketing capabilities for the company's innovation. The research has encompassed the analysis of sources of marketing capabilities (in the areas of marketing communications), market research, appropriate sales force and new product development, can lead to higher innovation. As sources of competitive advantage, companies try to create their product or service differentiation by developing higher product or service quality, by using their knowledge to solving marketing problems, by communicating with their customers, and by satisfying customer's needs which also lead to better company's innovation. V prispevku so predstavljeni rezultati raziskave o vplivu marketinških sposobnosti na večjo inovativnost v organizacijah. Ugotovili smo, da organizacije, ki razvijajo marketinško komuniciranje, kontinuirano izvajajo tržne raziskave, skrbijo za kakovostne storitve in razvoj novih izdelkov, ter imajo usposobljeno prodajno osebje, so tudi veliko bolj inovativne. Izsledki raziskave prikazujejo, da lahko s kakovostnimi storitvami vplivamo na večjo inovativnost v podjetjih in tako ustvarjamo priložnosti za inovacije ter doseganje konkurenčne prednosti.

Corporate reputation is one of the key elements of success for every company on today's globally competitive market. In order to obtain a positive corporate reputation, it is necessary to know and understand all features of corporate reputation management. This article presents the key elements of corporate reputation and which tools of marketing communication mix are most effective for forming and executing company communication in order to ensure abank's long term positive reputation. Na današnjem globalnem konkurenčnem trgu je ugled podjetja eden izmed ključnih elementov uspešnosti vsakega podjetja. Za doseganje pozitivnega ugleda morajo podjetja poznati in razumeti značilnosti oblikovanja ugleda v vsakem podjetju. Članek predstavlja ključne dejavnike ugleda podjetja in katera orodja marketinškega komunikacijskega spleta so najbolj učinkovita za oblikovanje in izvajanja komuniciranja podjetja z namenom zagotavljanja dolgoročnega pozitivnega ugleda bank.

To succeed in today's marketplace, most companies must engender cooperation between marketing and R&D functions. Marketing and R&D share responsibilities for setting new product development goals, identifying opportunities for the next generation of product improvement, new engineering design, satisfying and understanding customer needs. Formal and informal integration (cooperation) between marketing and R&D is not guaranty for a successful new product development and introduction into the market. Senior management must support and motivated marketer's and researches to achieving the common goals. A good example of cooperation between R&D and marketing is company Notranja oprema. R&D and marketing were developed together the new product successfully and gain competitive advantage in the market place. Uspeh podjetja na današnjih zahtevnih trgih je v veliki meri odvisen od sodelovanja med marketingom in R&R. Marketing in R&R si delita odgovornost za postavljanje ciljev razvoja novih izdelkov, iskanje možnosti za nove generacije izdelkov, nove oblike izdelkov, za razumevanje in zadovoljevanje potreb odjemalcev. Formalno in neformalno sodelovanje med marketingom in R&R samo po sebi še ne prispeva k uspešnemu razvoju in uvajanju novih izdelkov na trg. Vodstvo podjetja mora podpirati takšno sodelovanje in motivirati zaposlene v R&R in marketingu za doseganje skupnih ciljev. Primer uspešnega sodelovanja med marketingom in razvojem je podjetje Notranja oprema, kjer so skupaj razvili nove izdelke in tako pridobili konkurenčno prednost na trgu.

Namen javnega naročanja je oskrba javnega sektorja z dobrinami, ki jih potrebuje za svoje nemoteno delovanje, ob tem pa tudi skrb, da se javna sredstva porabljajo učinkovito, gospodarno in transparentno. Leta 1997 smo v Republiki Sloveniji dobili prvo celovito zakonsko ureditev področja javnega naročanja. Kasneje je bilo to področje velikokrat spremenjeno in reformirano. Zakon o javnem naročanju (ZJN-3) velja za krovni zakon, ki ureja področje javnega naročanja. V delu diplomskega projekta sem se osredotočil na postopke in načela, ki jih je potrebno pri izvajanju javnih naročil upoštevati. Ugotovil sem, da so postopki javnega naročanja pravila, ki jih je potrebno upoštevati pri izvedbi javnih naročil, medtem pa nam načela javnega naročanja povedo, kako je potrebno ravnati, ko se pri izvajanju javnega naročila znajdemo v situaciji, ki je zakonodaja ne predvideva. V tesni povezavi z načeli so tudi cilji, ki jih zasledujemo pri javnem naročanju. Za pravilnost in zakonitost potekov postopka javnega naročanja v Republiki Sloveniji skrbijo za to pristojni organi. Najpomembnejšo vlogo ima Državna revizijska komisija za revizijo postopkov javnega naročanja (v nadaljevanju DKOM), ki sem jo skupaj z ostalimi organi nadzora v delu diplomskega projekta tudi podrobneje predstavil. The purpose of public procurement is to supply the public sector with goods, which are needed for its continual and sustained service, concurrently also with an effort, that the public assets are spent effectively, economically and transparent. In 1997 the Republic of Slovenia got its first wholly integrated lawfully aided regulation on the field of public procurement. Afterwards this subject area was adapted and reformed many a time. The Public procurement Act (ZJN-3) as a governing body, establishes rules on the procedures on the field of public procurement. This diploma paper focuses on procedures and principles, which are to be complied with by the execution of public procurement acts. It can be concluded, that procedures of public procurement are the rules, which should be taken into consideration by the public purchase orders. At the same time, the principles of public procurement direct and conduct how it should be act, if it during the execution of public procurement comes to the situation, that has not been foreseen by the legislation. In the close connection with the principles are the goals, which are pursued by the public procurement. That the validity and lawfulness in course of events of public procurement in the Republic of Slovenia are in compliance with the regulations, the responsible authorities are taking charge. The most important role has the National Review Commission for Reviewing Public Procurement Award Procedures (in further course DKOM), which among others in the process included relevant authorities was described in detail in the development of this diploma paper.

V 21. stoletju smo izpostavljeni najrazličnejšim oglasom. Tržniki se na vse pretege trudijo pritegniti našo pozornost. Vedno bolj se zatekajo k inovativnim metodam oglaševanja, s čimer se tudi ukvarjamo v tem diplomskem projektu. Kot smo predvidevali, pridobijo ne tradicionalne metode več pozornosti potrošnikov in jih v večjem deležu prepričajo v nakup kot tradicionalne metode oglaševanja, kar potrdi našo prvo hipotezo. Vedno več stvari se oglašuje in proda preko spleta, kar potrjuje našo hipotezo o upadu zanimanja za tradicionalne metode oglaševanja. Kljub temu se večina anketirancev ne omejuje na fizične prodajalne, ampak želeni izdelek raje naroči preko telefona ali spleta. Večina navedenih posega po izdelkih v akciji, a raje izbere priznane blagovne znamke, kar potrdi našo hipotezo o pospeševanju prodaje. Najrazličnejše akcije in pospeševanje prodaje, kar vključuje področje marketinga, so ključne za dolgoročen obstanek podjetja na trgu, kar potrjuje našo zadnjo hipotezo. Pri odločitvi za nakup je večini najpomembnejša cena, zato se odločijo za primerjavo cen in kakovosti v primerjavi s substitutom. Tudi to omogoča globalizacija, ki jo je s seboj prinesla uporaba svetovnega spleta. In 21st century, we are exposed to different varieties of advertisements. Marketers are trying their best to get our attention. They are increasingly relying on innovative methods of advertising, which is also the essence of our thesis. As we have anticipated non-traditional methods, we have gained more consumer attention and persuaded them in a greater extent than traditional methods of advertising, which confirms our first hypothesis. More and more things are being marketed online, which confirms our hypothesis with the lack of interest in traditional advertising methods. Nevertheless most of the respondent does not restrict to physical retail products, but rather buys preferred item over the phone or online. Majority want product in action and prefer to choose recognized brands, which confirms our hypothesis about sales promotion. Wide variety of sales promotion campaigns, which includes marketing sector, seems to be the key element for a companies existence on market, which confirms our last hypothesis. When deciding to buy, price is the most important factor, so most decides to compare it’s prices and quality amongst substitutes. This is due to globalization, which was brought along with the use of the World Wide Web.

Delo diplomskega projekta z naslovom Digitalno oglaševanje oblačilnih modnih izdelkov je celostno zasnovano na podlagi teoretičnih izhodišč in primera dobre prakse. V svetu oglaševalcev oblačilnih modnih izdelkov postajajo digitalni mediji vse pomembnejši, saj ponujajo drugačno okolje za oglaševanje kot pa tradicionalni mediji. V okviru diplomskega dela smo raziskovali, kaj sploh je digitalno oglaševanje, kako modne hiše uporabljajo digitalne medije za oglaševanje, kakšna je prihodnost za digitalne medije in kakšne trende lahko pričakujemo v prihodnosti. V zadnjem poglavju smo navedli primer dobre prakse na podlagi podjetja NET-A-PORTER. The graduation project titled” Digital advertising of fashion clothes” is based on theoretical starting points and an example of good practice. In the world of fashion marketing, digital media is becoming very a very important tool for advertising. In this project we defined what the definition of digital marketing, how fashion houses use digital marketing to their advantages, what the future holds for digital marketing and what trends can we expect in the future. The last section we presented an example of good practice based on the company NET-A-PORTER.

Vsako podjetje, ki teži k uspešnosti in razvijanju mora vedno paziti pri izbiri materiala/stvari, ki se uporabljajo pri samem poslovanju. Podjetje, ki teži v razvijanju in uspešnosti mora predvidevati korake v prihodnosti in, če to uspe uspešno, potem na takšen način doseže določeno konkurenčno prednost. Sama nabava v podjetju je zelo pomembna, sploh pa v današnjih časih, kjer podjetja težijo k izbiri takšnih dobavitevljev, ki imajo določene produkte, ki ne škodujejo okolju in olajšajo samo poslovanje podjetja ter tako dosežejo konkurenčno prednost. Nabavna služba mora iskati zelo veliko informacij o samih dobaviteljih in izbrati način kako to presoditi. Vsako podjetje ima različne načine presoje svojih dobaviteljev, v mojem primeru ima podjetje Unior d.d. zelo posebne metode, ki jih bom opisal v nadaljevanju. Odločitve za pravega dobavitelja so lahko ključen člen za razvoj in obstoj samega podjetja. Izbira dobaviteljev je ključnega pomena za podjetje prav tako tudi izbira samega nabavnega trga, zato je potrebno zelo dobro preučiti razne tržne priložnosti in probleme glede nabavnega trga. Dobavitelji, ki imajo pogoj za sodelovanje se tako znajdejo na listi odobrenih dobaviteljev. Podjetja vedno bolj težijo v dolgoročnemu sodelovanju z dobavitelji, da ni potrebno iskati vedno novih in potem takem povečati stroške iskanja informacij o posameznih dobaviteljih. V teoretičnem delu vam bom predstavil pomembne informacije o sami nabavi, nabavnem trgu in samem ocenjevanju dobaviteljev. Praktični del je sestavljen iz opisa Unior d.d., kako ocenjujejo dobaviteljev in po katerih metodah presojajo dobavitelje. Sama nabavna služba od Unior d.d. se veliko posveča že obstoječim dobaviteljem (redno preverjanje njihove kakovosti) in pa seveda tudi iskanju novih dobaviteljev. Every business aspiring to thrive and develop should always be careful about the material / things that are used in the business itself. A firm aspiring to develop and succeed must anticipate steps in the future and, if successful, then achieve a certain competitive advantage in this way. Purchasing in the company itself is very important, but especially in the present day, where companies tend to choose such supplies, which have certain products that do not harm the environment and facilitate the business operations of the company and thus achieve a competitive advantage. The purchasing department needs to look for a great deal of information about the suppliers themselves and choose how to judge it. Each company has different ways of judging its suppliers, in my case Unior has a d.d. very specific methods that I will describe below. Deciding on the right supplier can be a key link in the development and existence of the business itself. The choice of suppliers is crucial for the company as well as the choice of the purchasing market itself, so it is necessary to study very different market opportunities and problems regarding the purchasing market. Suppliers who are eligible to participate thus appear on the approved supplier list. Companies are increasingly striving for long-term cooperation with suppliers, so that there is no need to look for new ones and then increase the cost of finding information about individual suppliers. In the theoretical part, I will present important information about the procurement itself, the purchasing market and the supplier evaluation itself. The practical part consists of a description of Unior d.d., how they evaluate suppliers and by what methods they evaluate suppliers. The purchasing service itself from Unior d.d. a lot of attention is paid to existing suppliers (regular checking of their quality) and, of course, to finding new suppliers.

Na trgu je ogromno novosti in idej, kaj vse bo v prodajalnah v prihodnosti. Tehnologija se vse hitreje razvija in kupci postajajo vse zahtevnejši. V svojem diplomskem projektu sem opredelil marketinške poti in vsebino, povezano z njimi. Poiskal sem zanimive članke na spletu, ki so opisovali novosti v prodajalnah. Vse več trgovin je opremljenih z vse več tehnologije. Nakupi danes potekajo v fizičnih trgovinah in po spletu. Spletna prodaja in dostava na dom sta danes nekaj vsakodnevnega in bosta verjetno še kar nekaj časa eden pomembnejših načinov prodaje v prihodnje. Zaradi vse večje spletne prodaje so podjeta vse bolj osredotočena, da ponudijo kupcem nekaj več, kot jim ponujajo spletne prodajalne. Kupci morajo v klasični prodajalni dobiti doživetje, ki ga potrošniki ne občutijo, medtem ko brskajo po spletu in se odločajo za nakup. Odjemalci se zaradi pametnih telefonov odločajo za nakup veliko hitreje, zato je pomembno, da so podjetja čim bolj inovativna pri svojem načinu povezovanja s kupci. There is a lot of novelty on the market and ideas what the stores of the future will be like. Technology is evolving faster and customers are becoming more demanding. In my diploma project, I define the marketing channels and the content related to them. I searched for interesting articles on the web that described the novelties in stores. More and more stores are equipped with more and more technology. Purchases today are made in physical stores and online. Online sales and home delivery are today something ordinary and will probably be one of the most important ways of selling in the future. With increasing online sales, companies are increasingly concentrating on offering customers something more than what the online stores are offering. Customers need to get a special experience in a classic store that is not felt by consumers that browse the web deciding to buy something. Because of smartphones, customers decide to buy much faster, so it is important that companies are as innovative as possible in their way of connecting with customers.

Nabava v podjetju je tista, ki mu daje priložnost za odpiranje in širitev na trg. Posledično ima to zelo pomemben strateški vpliv na razvoj gospodarstva. Pomembno je, da vsako podjetje nabavlja zalogo materiala od najugodnejših dobaviteljev. V teoretičnem delu diplomskega projekta je na podlagi različnih strokovnih virov natančneje opredeljen pojem nabava in vse kar je povezano z nabavo. Predstavljene so podrobnosti procesa nabave ter kako poteka nabava v sodelovanju z ostalimi poslovnimi funkcijami. V praktičnem delu diplomskega projekta je predstavljeno nabavno poslovanje v podjetju Ocean Orchids d. o. o., ki se ukvarja s proizvodnjo in prodajo tropskih orhidej Phalaenopsis. Opisana je vizija in strategija podjetja, njegova organizacijska struktura ter trajnostne prakse. Among the key factors enabling a company to create and expand markets in acquisition. It plays a strategic role in economic development and central to the functioning of each company as it ensures a timely, cost efficient, and steady supply of raw materials, intermediate products, and services from the best possible providers. In today’s globalised economy, supply plays a crucial role in the competitiveness of every company. Rational and effective decision making by the management, both in acquisition and in general, is imperative to ensure a successful future for the company. In the practical section, I assess the acquisition processes of the Slovenian company Ocean Orchids d. o. o. Its business model is built around growing and selling moth orchids (Phanalenopsis). First I discuss several defining characteristics of the company such as its strategic vison, organisational structure, and sustainability practices. The aim of my research is to determine whether the acquisition model of Ocean Orchids is effective by company from the internal perspective as well as in terms of the relationship with the Dutch supplier. Based on this analysis, I aim to provide a list of potential improvements that will enhance the acquisition performance of Ocean Orchids.

V magistrskem delu smo se osredotočili na tržne poti v proizvodnem podjetju Konus Konex d.o.o. V današnjem turbulentnem in hitro se spreminjajočem okolju morajo tržne poti slediti ciljem. Sledenje tem ciljem je za podjetja izrednega pomena, saj lahko podjetja napredujejo le takrat, ko izvajajo distribucijo svojih izdelkov in storitev. V zadnjih letih se je bistveno spremenil način poslovanja, vendar je še vedno glavna naloga podjetij zadovoljevanje potreb svojih ciljnih trgov in ustvarjanje dobička. Magistrsko delo je sestavljeno iz dveh delov, teoretičnega in empiričnega. V teoretičnem so podrobno predstavljene tržne poti, vrste, pomen, funkcije, ravni, odločitve in problemi tržnih poti. V tretjem poglavju je predstavljeno podjetje Konus d.o.o., njegove poslovne značilnosti in razvoj podjetja. Predstavljeni so tudi glavni proizvodnji programi, analiza tržišč in prodajnega programa podjetja, kupci ter glavni konkurenti podjetja Konus Konex d.o.o. V zadnjem poglavju pa je predstavljena prodajna politika podjetja, posredne in neposredne tržne poti. V empiričnem delu so najprej predstavljena izhodišča za raziskavo, ki vključuje opredelitev raziskovalnega problema in namen raziskave, cilje ter raziskovalna vprašanja, predpostavke in omejitve, metode zbiranja podatkov, vzorec ter postopek zbiranja podatkov. Navedene so tudi raziskovalne hipoteze, za katere so na koncu predstavljeni rezultati. Po raziskavi je bilo ugotovljeno, da so kupci zadovoljni s proizvodi, z dobavnimi roki, s kakovostjo storitev, z izpolnjevanjem zahtev in navodil ter s komuniciranjem s servisom in z odnosom zaposlenih s strani podjetja. Le možnost nadaljnjega sodelovanja so označili kot v enakem obsegu oziroma v manjši meri s povečanjem naročil. In this thesis we focus on marketing channels in a production company. In today’s turbulent and ever-changing environment, the marketing channels have to be goal oriented. Achieving the said goals is essential for a company, because a company can only develop if it carries out a suitable distribution of its products and services. The model of operation has changed drastically over the past few years, but the main goal of companies is still to meet the needs of the market and making a profit. This thesis comprises of a theoretical and an empirical part. The theoretical part contains detailed presentations of marketing channels, their types, meanings, function levels, decisions and the problems in regards to these channels. In chapter three we take a closer look at the company Konus Konex d.o.o., its business characteristics and development. We also take a look at the company’s manufacturing programme, analysis of its markets, sales programme, its buyers and main competitors. In the final chapter we take a look at the merchandising and the direct and indirect marketing channels. In the empirical part of the thesis we first introduce the starting points for our research – this includes the definition of the research problem, the purpose of our research, determination of our goals, research questions, assumptions, restrictions and also a presentation of the methods of data gathering, sample and the process of data gathering. This part also includes research hypotheses and their eventual results. Through our research we established that the buyers are satisfied with the products, the delivery times, quality of the services, with the manner in which the company complies with the demands and instructions of the buyer, and with the communication and the attitude displayed by the employees of the company. The buyers did state, however, that further cooperation with the company would take place with the same amount of orders, or, in fewer cases, with a minor increase of orders.