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Živimo v modernem času, kjer nas na vsakem koraku spremlja takšna ali drugačna organizacija. Nekatere organizacije obstanejo na trgu dlje časa, spet druge gredo hitreje v pozabo. Pa vendar je cilj vsake organizacije, da bi obstala čim dlje na trgu in dosegala zastavljene cilje delovanja. Ravno zato je pomembno, da se odgovorni za organizacijo zavedajo, da so znanje in dejanja managementa v organizaciji ključnega pomena. Organizacijam pa to znanje dajejo managerji, ki se zavzemajo za uspešno opravljanje svojih nalog, katere pa vedno znova strmijo k temu, da organizacijo pripeljejo do dolgoročnega obstoja na trgu in doseganja ciljev. Ena izmed ključnih nalog managerjev je tudi skrb za uspešno izvajanje poslovnih procesov in prilagajanje poslovnih procesov spremembam na trgu z namenom doseganja ciljev organizacije. V organizacijah se tako prepletajo številni poslovni procesi, s pomočjo katerih organizacija deluje. Fokus našega diplomskega projekta je na prenovi poslovnega procesa, za katerega smo za izbrano podjetje opredelili izboljšave, s pomočjo katerih bo podjetje doseglo svoje zastavljene cilje. Izbrano podjetje se namreč sooča s problemom neuspešnega prodiranja na tuji trg. S pomočjo opredeljenih izboljšav pa bo izbrano podjetje doseglo svoj zastavljen cilj, to je uspešen prodor na tuji trg. Ker je potrebno pred vsako nalogo imeti kakovostno in zadostno znanje, smo se tudi mi najprej posvetili opredelitvam področij, katera so pomembna za naš diplomski projekt. Zato smo najprej opredelili management, poslovne procese in klasifikacijo poslovnih procesov, nato pa še management poslovnih procesov. V diplomskem delu se osredotočamo na proces marketinškega komuniciranja, zato smo opredelili tudi marketinško komuniciranje, proces marketinškega komuniciranja ter vlogo in pomen marketinškega komuniciranja za delovanje podjetja. Po opredelitvah smo se lotili aplikativnega dela, v katerem smo najprej obravnavali trenutni potek procesa marketinškega komuniciranja v izbranem podjetju in analizirali tuje trge, ki so za izbrano podjetje najbolj pomembni. Zarisali smo trenutni potek procesa in ga podrobno opisali. V analizi trgov pa smo se posvetili raziskovanju trgov, pomembnih za podjetje, in s pomočjo zadanih kriterijih za pridobitev podatkov o konkurenci prišli do pomembnih ugotovitev, kot so na kakšen način oglašuje konkurenca, preko katerih medijev oglašuje in kako pogosto. Sledila je prenova procesa marketinškega komuniciranja v izbranem podjetju, kjer smo najprej podali kritično analizo in na podlagi le-te zarisali proces s podanimi izboljšavami in nato podrobneje opisali izboljšave prenovljenega procesa. Potem smo podali še analizo učinkov prenove obstoječega procesa z različnih vidikov. Diplomski projekt smo zaključili s sklepom, kjer smo zapisali svoje temeljne ugotovitve in odprte probleme. Z nalogo smo tako skušali doseči izboljšave pri obstoječem procesu marketinškega komuniciranja v izbranem podjetju, da bi z njihovo pomočjo podjetje lažje dosegalo svoje cilje in kar se da uspešno delovalo in poslovalo. ABSTRACT We live in modern times where we encounter different organizations on every step we make. Some organizations stay on the market for a longer time, and others are quick to disappear, yet the sole purpose of every organization is to be present on the market for the longest time possible. To achieve that goal it is crucial for the organization to understand that knowledge and action of management is a necessity. Organizations receive that knowledge from their managers, who strive to accomplish their tasks which eventually lead to long-term existence on the market. One of the many tasks a manager has to take care of is the oversight of business processes to ensure their smooth running and make adjustments based on market changes or to assure that the organizations goals are reached. Many business processes intertwine in organisations to ensure ones smooth working. The emphasis of our Bachelor's degree is the renovation of business processes for which we have chosen improvements to ensure our chosen organization to achieve their goals. Our chosen company is struggling to set roots on a foreign market, and with our improvements it will achieve that goal. Because it is necessary to have enough quality knowledge before taking on any task we also decided to firstly define the subjects that are important for our Bachelor's degree. Based on that we defined management, business processes and classification business processes and after that we also defined management of business processes. In the Bachelor's degree we occupy ourselves with the process of marketing communication that is why we also defined marketing communication, process of marketing communication and the meaning of marketing communication for a company. After we defined everything we took on the applicative part in which we dealt with the current process of marketing communication in the chosen company and analysed the most important foreign markets for that company. We drew and precisely described the current process. After analysing foreign markets with the help of our criteria to get information of our competition we came to important conclusions on how our rivals are marketing, over which media and how often. After giving a critical analysis we drew another process with our improvements and precisely described our changes to the renovated marketing process of the company. The effects of the renovation were also analysed. We finished our Bachelor's degree with a conclusion of our findings. With our Bachelor's degree we tried to achieve a better functioning and position of the company on the market by reforming the current processes, to ensure the company reaches their goals and operates successfully. |
