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Namen diplomskega dela je bil analizirati povpraševanje na trgu dentalne medicine, natančneje na primeru podjetja Prodent INT., d. o. o., ter na podlagi tega proučiti ustreznost obstoječe cenovne politike in trženjske strategije. Zaradi pomembnosti zdravstvenih storitev in nakupa opreme, ki ni cenovno ugodna, hkrati pa je zaradi pandemije covida-19 na trg stopilo veliko novih ponudnikov, sta ključni ponudnikovi cenovna in trženjska strategija. Ustreznost le-teh se je proučila s pomočjo metode deskripcije v teoretičnem delu, s katero so opisani in predstavljeni pojmi, ki se navezujejo na obravnavano temo. Prav tako se je v prvem delu uporabila metoda kompilacije, s katero so povzete ugotovitve iz raznovrstne literature. Navedeni metodi s teoretičnega področja se navezujeta na poglavja o povpraševanju, cenovni politiki in trženju. V empiričnem delu diplomskega dela pa se je uporabila metoda anketiranja. Pri tem se je kot izhodišče uporabila že obstoječa anketa, ki je bila izdelana pri predmetu Praksa in uporabila v analizi problemske naloge. S pomočjo anketnega vprašalnika je bilo ugotovljeno, da ima podjetje ustrezno cenovno politiko, in sicer strategijo promocijskih cen, z oglaševalskega vidika pa se je izkazalo, da je za podjetje najprimernejša uporaba katalogov in letakov. Tovrstna raziskava še ni bila izdelana, zato se je pri izdelavi le-te izhajalo iz znanega področja in v vzorcu uporabilo tudi nabor strank, s katerimi podjetje Prodent INT., d. o. o., sodeluje že dlje časa. Ob morebitni uporabi širšega vzorca bi bili rezultati ankete lahko vsekakor drugačni, saj na trg prihaja vse več mladih zdravnikov, z njimi pa tudi vse večja uporaba družbenih medijev in interneta, prisotna pa je tudi vsesplošna digitalizacija. The aim of the thesis work is to analyze the demand on the dental medicine market, more precisely on the example of the company Prodent INT. d.o.o. and on this basis examine the adequacy of the existing pricing policy and marketing strategy. Due to the high importance of healthcare services and the purchase of dental equipment, which is not cheap, at the same time due to COVID-19 pandemic many new providers have entered the market, so the existing provider's pricing and marketing strategy is one of the most important factors. The adequacy of these was examined with the help of the method of description in the theoretical part with which concepts related to the discussed topic were described and presented. Also in the first part the method of compilation was used, which summarizes findings from various literature. The mentioned methods from the theoretical field are connected to the chapters on demand, price policy and marketing. The survey method was used in the empirical part of the thesis. In doing so an already existing survey was used as a starting point, which was created for the subject Praksa and used in the analysis of the problem assignment. With the help of a survey questionnaire we established that the company has an adequate pricing policy namely a strategy of promotional prices from an advertising point of view and it turned out that the most suitable strategy for the company is the useage of catalogs and leaflets as it's main marketing tool. This kind of market research has not been done yet. Therefore when creating it I started from a known field and also used knows customers in the sample with whom the company Prodent INT. d.o.o. has been working together for a long time. With the possible use of a wider sample the results of the survey could definitely be different, since more and more young doctors are entering the market and with them also the increasing use of social media and the Internet and general digitalization is also present. |
