SALES PERFORMANCES ANALYSIS OF ERTL GLAS STEKLO D.O.O

Autor: Vasić, Zoran
Přispěvatelé: Iršič, Matjaž
Jazyk: slovinština
Rok vydání: 2016
Předmět:
Zdroj: Maribor
Popis: Problematika diplomskega dela spada v področje marketinga s poudarkom na analizi uspešnosti prodaje v podjetju Ertl glas steklo d.o.o. v letih 2012 do 2014. Podjetje pripada skupini ERTL GLAS s sedežem v Amstetten, Avstrija in samostojnimi podjetji v 3 evropskih državah (Avstrija, Češka in Slovenija). Glavna dejavnost celotne skupine je proizvodnja in prodaja izdelkov iz ravnega stekla za potrebe gradbeništva. Ob načrtovanju diplomske naloge smo najprej definirali teoretična izhodišča in razdelali različne kriterije analize uspešnosti prodaje. V drugem delu naloge smo teoretična spoznanja iz prvega dela prenesli v praktično analiziranje uspešnosti prodaje v podjetju. V tem delu smo predstavili podjetje, njegov nastanek, vpetost v evropske skupine in opisali osnovno filozofijo podjetja, ki temelji na kvaliteti tako proizvedenih produktov kot kvaliteti servisa kupcem. Nato smo opravili analizo obsega prodaje, stroškov in dobičkonosnosti, analizo prodajnega osebja, prodajnih cen, plačil in zadovoljstva odjemalcev. Rezultati analize so skoraj v celoti potrdili v začetku podane hipoteze. Tako smo ugotovili, da je podjetje vsako leto tako količinsko kot vrednostno povečevalo prodajo. Trend slovenskega gradbenega trga, ki zahteva vedno bolj kakovostne produkte sta potrdili hipotezi o povečevanju prodaje troslojnega stekla in »warm edge« distančnika. Eden izmed najpomembnejših kazalnikov uspešnosti prodaje je dobiček. Tudi ta hipoteza o vsakoletni rasti dobička je bila v analizi potrjena. Edina ovržena hipoteza je bila tista, ki je predvidevala padec prodajnih cen, predvsem iz razlogov povečane nizkocenovne konkurence iz vzhoda, vendar je analiza pokazala, da so se povprečne prodajne cene vsako leto malenkostno dvigovale, predvsem iz razloga prodaje vedno bolj kakovostnih proizvodov. Podjetje je prav tako vsako leto uspešno zniževalo odstotek reklamacij. Naše ugotovitve so pripeljale do predlogov za izboljšave. Glavne možnosti napredka vidimo pri: - razširitvi ciljnih tržišč (Italija, Hrvaška) - razširitvi prodajnega asortimenta s poudarkom na kvalitetnejših in donosnejših produktih z namenom povečevati višino povprečnih prodajnih cen - preko širšega kakovostnejšega asortimenta produktov, pozicionirati podjetje kot dobavitelj najvišje kakovosti in se tako diferencirati od nižje kakovostne konkurence - vložiti še več truda v znižanje odstotka zapadlih kratkoročnih poslovnih terjatev. Problem of the thesis falls within a field of marketing with an emphasis on the analysis of sales performance in the company Ertl glas steklo d.o.o. from 2012 to 2014. The company is a part of ERTL GLAS group with headquarters in Amstetten, Austria and independent companies in 3 European countries (Austria, Czech Republic and Slovenia). The group’s core business is the production and sale of flat glass for need of construction market. When planning the thesis, we first described theoretical starting points and defined different criteria of sales performance analysis. In the second part of the thesis, we transferred the theoretical knowledge to the practical analysis of sales performance in the company. We presented the company, its formation, its integration in the European group and described the basic philosophy of the company, which is based on the quality of both the manufactured products and quality service to customers. In the next step we analysed sales volume, costs and profitability, sales staff, sales prices, payments and customer satisfaction. Results of the analysis almost fully confirmed defined hypotheses. Thus, analysis revealed that the company increased its sales in both value and quantity. The trend of Slovenian construction market, which requires more and more higher quality products, confirmed the hypothesis of a rise in sales of triple insulation glass and warm edge spacer. One of the most important sales performance indicators is profit. Also this hypothesis of annual profit growth was confirmed. The only disproved hypothesis was the one which foresaw the decline in selling prices, primarily because of the increased low-cost competition from Eastern Europe, but the analysis has shown that the average prices were slightly higher each year. The main reason for this is the strategy of selling more quality prices with higher added value and price. The company also successfully reduced the percentage of complaints each year. Our findings have led to suggestions how to improve sales performances. Key improvements would be: - Extension of the target markets (Italy, Croatia) - Extension of the product portfolio with an emphasis on higher quality and more profitable products in order to increase average sales prices - position the company as a supplier of highest quality products and thus differentiate from the lower quality competition - Further efforts are needed to decrease the percentage of outstanding short term receivables.
Databáze: OpenAIRE
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