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O marketinški naravnanosti majhnih obrtniških podjetij je v znanstveni literaturi napisanega precej malo. V svoji nalogi sem se osredotočila na študijo primera na osnovi majhnega obrtniškega podjetja, ki deluje v kamnoseški in restavratorski panogi. S pomočjo teorije s področja marketinške naravnanosti sem pripravila kvalitativno raziskavo. Izvedla sem polstrukturirane, poglobljene intervjuje s štirimi zaposlenimi v podjetju. Intervjuvala sem direktorja podjetja, vodjo prodaje, zaposlenega v prodaji in vodjo proizvodnje. Zanimalo me je razumevanje marketinga znotraj podjetja in v katero od teoretskih tipologij na področju marketinške usmerjenosti lahko opazovano podjetje uvrstimo. Razumevanje marketinga v opazovanem majhnem obrtniškem podjetju je okrnjeno, čemur botruje dejstvo, da si v majhnih podjetjih finančno ne morejo privoščiti zaposlovanja marketinških strokovnjakov, prav tako pa so sredstva za vpeljavo marketinških aktivnosti zelo omejena. Zato marketing običajno prevzame eden od zaposlenih ali direktor, ki pa si zanj zaradi ostalih nalog in obveznosti običajno ne more vzeti dovolj časa. Opazovano podjetje sem uvrstila v tipologijo podjetniške marketinške usmerjenosti, saj po zbranih podatkih podjetje skoraj v vseh točkah sovpada s to tipologijo. Very little has been written in the scientific literature about the marketing orientation of small artisanal companies. In my diploma, I focused on a case study based on a small artisanal company operating in the stonemasonry and restoration industry. With the help of theory from the field of marketing orientation, I prepared a qualitative research. I conducted semi-structured, in-depth interviews with four employees of the company. I interviewed the company director, sales manager, sales employee and production manager. I was interested in how marketing is understood within the company and in which of the theoretical typologies in the field of marketing orientation can the observed company be placed. The understanding of marketing in the observed small artisanal company is limited, which is exacerbated by the fact that small companies cannot financially afford to hire marketing experts and the means for implementing marketing activities are also very limited. Therefore, marketing is usually taken over by one of the employees or the director, who usually cannot take enough time for marketing due to other tasks and obligations. I classified the observed company in the typology of entrepreneurial marketing orientation, because according to the collected data, the company coincides with the typology in almost all the points. |
