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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.

Leta 2010 je Javni zavod KP Goričko registriral KBZ KPG z namenom povezovanja pridelovalcev ustreznih prehranskih izdelkov ter izdelkov domače in umetnostne obrti, gostinsko-turističnih storitev in ponudbe nastanitve in bivanja ter drugih vsebin v območju KP Goričko. V današnjem tržnem okolju je blagovna znamka postala učinkovito sredstvo za prepoznavanje in razlikovanje ponudbe od ostale ponudbe blaga na trgu. Poleg tega blagovna znamka združenja predstavlja izziv za razvoj območja, upravljanje in izpolnjevanje pričakovanj prejemnikov. V ta namen smo pripravili raziskavo, katere cilj je pridobiti mnenja prejemnikov KBZ KPG za kategorijo prehranskih izdelkov o socio-ekonomskem vplivu uvedbe KBZ na njihovo dejavnost. V sklopu raziskave smo analizirali obstojoče in v bodoče atraktivne tržne poti prehranskih izdelkov označenih s KBZ KPG ter pridobili informacijo, ali bodo sedanji imetniki še uporabljali KBZ v primeru dodatnih predpisov in preverjanja kakovosti živil. Poleg anketiranja prejemnikov pa smo za potrebe ocene sedanjega stanja opravili poglobljene intervjuje z odgovornimi in drugimi sodelujočimi akterji, ki so vpeti v delovanje KP Goričko. Kljub številnim prednostim uvedbe KBZ na dejavnost pridelovalcev, ki jih navajajo številne raziskave, se pridelovalci v konkretnem primeru še vedno soočajo s številnimi težavami. Težavo predstavlja predvsem razdrobljena ponudba in majhne količine prehranskih izdelkov. Povezovanje je zgolj simbolično, saj pridelovalci še vedno posamezno nastopaju na trgu. Več pozornosti bi bilo potrebno nameniti sestavinam trženjskega spleta. Pri načrtovanju skupnih tržnih poti bi morali upoštevati tudi potrošnike, zato bi bilo primerno določiti potencialno velikost trga ter potrebe obstoječih in potencialnih kupcev prehranski izdlkov. KBZ KPG je bila ustanovljena v biotsko raznovrstnem okolju, zato ima še vedno številne možnosti, da te prednosti razvije in izkoristi. In 2010, the Public Institute of the Goričko Nature Park, registered the collective brand KPG to unite producers of food products, home-made products as well as art and craft products, and providers of hospitality and tourism services offering accommodation and stay and other facilities with in the Goričko Nature Park area. In today's marketing environment, a trade mark has become and efficient means of recogmizing and differentiation of a product offering from other products in the marketplace. Moreover, the collective brand represents a challenge for the development of the area, management and fulfilment of holders expectations. In this respect, we have made a survey to obtain feedback from the collective brand KPG holders, in the food product category, regarding socioeconomic impact of introduction of the collective brand in their business activity. As part of our survey we have analysed the existing and future attractive marketing channels of food products marked with collective brand KPG and obtained information whether the current holders would still use the collective brand in the case of additional regulations and food quality control. In addition to the polling of the collective brand holders, and for the purpose of the evaluation of the current situation, we have also performed in-depth interviews with competent and other participating persons or entities who are involved in the operation of the Goričko Nature Park. Despite the many advantages of the collective brand introduction, cited by numerous studies, the users in this specific case are still facing numerous difficulties. The problem is particularly in the fragmented offering and small qantities of food products. The uniting of producers is purely symbolic because they are still acting individualy on the market. More attention should be paid to the components of the marketing mix. In the planning of joint marketing channels consumers should also be taken into account, for which reason it would be appropriate to determine the potential size of the market and the needs of the existing and potential buyers of food products. The collective brand KPG has been established in a biodiverse enviroment, for which reason it still has numerous possibilities for development and use of the advantages.

V diplomskem delu smo spoznali, da je marketinški splet v malem družinskem podjetju izjemnega pomena. Za vsako podjetje je zelo pomembno, da prodaja kvalitetne, cenovno ugodne izdelke, ki jih trži preko različnih tržnih poti in jih preko marketinškega komuniciranja približa vsem obstoječim in potencialnim odjemalcem. Vse te elemente marketinškega spleta mora vsako podjetje, še posebej to velja za malo družinsko podjetje, dobro načrtovati, saj je končni cilj vsakega podjetnika prodaja izdelka, čim večji zaslužek in zadovoljstvo stranke. V današnjem času je v dejavnosti, kjer deluje podjetje Avgust Serec s. p. zelo pomembno, da lahko podjetje ponudi svoji obstoječim ali novim potencialnim strankam pravo izbiro izdelkov v pravem času, po pravih cenah in v pravih količinah. Podjetje namreč deluje v panogi, kjer odjemalci potrebujejo izdelke v zelo kratkem času ali nemudoma, zato je zanj zelo pomembno, da podrobno spremlja dogajanje na trgu in se hitro prilagaja. In this thesis we see that the marketing mix in a small family business very important. It is important that company sells quality, inexpensive products, which are put on the market through various marketing ways and are put close to existing and potential new buyers. All these elements have to be planned very well, especially in small family businesses, because the goal of every company is selling their products, making profit and satisfaction of the customers. In this branch of activity, in which the company August Serec s.p. is working, is nowadays very important, that they can offer their existing and potential customers the right choice of products in the right time, whit right prices and the right quantity. The company is operating in an industry, where the customers need the products shortly or immediately, so it is very important to closely monitor market developments and adapting quickly.

Diplomska naloga obravnava tržne poti v podjetju Lek d. d. Prvi del diplomske naloge je teoretičen del, kjer smo podrobneje razložili in opredelili nabavo, opisali oblikovanje tržnih poti ter udeležence v postopku medorganizacijskega in nakupnega vedenja. Prav tako smo podrobneje opredelili nabavo in tržne poti v podjetju Lek d. d. Drugi del diplomske naloge je raziskovalni del, kjer so bili osrednji problem dobavitelji, kateri dobavljajo Leku, ki smo jih anketirali in na podlagi rešenih anket pridobili odgovore na vnaprej zastavljena raziskovalna vprašanja. The diploma deals with distribution channels in the company Lek d. d. The first part of the diploma is theoretical part where we discuss in more detail and identify the procurement, described the creation of marketing channels and the participants in the process of inter-organizational and purchase behaviour. We are also define specific purchasing and marketing channels in the company Lek d. d. The second part of this diploma is the research part where have been the central problem suppliers, which supply Lek. We inquiry them and on the basis of completed questionary we obtain answers to research questions which was defined before the research.