Analysis of Frozen Product Sales in Company X

The business environment is changing faster from day to day. All these changes are so numerous that they are increasingly difficult to keep up with. At the same time, she attempted to determine the level of customer satisfaction and what could be changed or improved. The diploma thesis was divided into theoretical and practical parts.

Problem

The business environment is changing faster from day to day. All these changes are so numerous that they are increasingly difficult to keep up with. This is especially true for those involved in sales.

For any sales-oriented company, customer satisfaction is of great importance. Data on customer satisfaction can be obtained by a company in several ways, but it is important not only to listen to the wishes and needs of customers, but also to satisfy them as successfully as possible. In today's times, a company can secure a competitive position only when it carefully listens to the needs and wishes of target markets and is simultaneously able to satisfy them more efficiently and successfully compared to the competition.

Every company grapples with the question of how to acquire and retain customers, and how to achieve and maintain their satisfaction. All Slovenian companies are exposed to fierce competition and changing market conditions in the market economic system. For this reason, decision-making about sales quality has become a responsible and demanding task that must seek solutions in knowledge and business analyses.

Only if the business analysis is of quality does it enable the business system to make good decisions, which lead to improving the efficiency of their operations. The author in the diploma thesis analysed sales in company X, with emphasis on the sale of frozen fruit and vegetables to caterers in the Koroška region, with the aim of alerting the company's management to the main problem areas in sales, so that the company could seek the most appropriate solution. The basic objective of the diploma thesis was to determine what role sales has in the company and how the sales process takes place in the company.

Results

At the same time, she attempted to determine the level of customer satisfaction and what could be changed or improved. The diploma thesis was divided into theoretical and practical parts. In the theoretical part, she tried to present the written theory on the topic of frozen products and the sale of frozen products as clearly as possible.

All the stated theoretical starting points helped the author in conducting the research. Sales is becoming an increasingly important instrument of marketing communication in our country and around the world in today's times. It enables more genuine business relationships, ensures a good reputation for the company and encourages consumers to purchase the company's products.

The competitive battle is becoming stronger and only the best and most penetrating will survive. Companies will have to be extremely careful in their efforts to improve their products, adapted to the customer. In the sale of frozen products, the conditions for the survival of companies have become much tighter, as competition in this field has greatly increased.

Companies, including company X, that want to succeed in today's environment, when all information is immediately at hand and everything changes from minute to minute, must be very well acquainted with the market they have chosen. The company must know all its products that it sells and with which it wants to be competitive and innovative enough that the product is interesting enough for the market. Company X covers the wishes and needs of consumers well with its products.

The presence of company X's products on the Slovenian market is satisfactory, as consumers can buy them in almost every larger or smaller sales outlet. Company X's sales channels are well established, although competition is also entering certain sales channels. The customer is increasingly demanding and clearly expresses their wishes and requirements.

In company X d.d., they actively approach monitoring the wishes, needs and satisfaction of customers, so they regularly monitor all market research. Their goal is not only to retain customers; long-term success is primarily ensured by acquiring new customers. This diploma thesis deals with the analysis of frozen product sales of company X.

The purpose of the work was to alert the company's management to the main problem areas of company X in sales, so that the company could more easily seek the most appropriate solution. She came to the conclusion that sales is a very important part of marketing communication, which needs to be treated with other marketing instruments. Thus, there is no general rule for how the communication mix proceeds, but it depends from situation to situation.

The author in the diploma thesis analysed the sales of company X. In doing so, she encountered numerous limitations, such as inaccessibility of data, as these are treated as a business secret, unfamiliarity with the analysed company, inability to obtain certain data, inexperience in performing similar analyses and surveys in practice, and the possibility of publishing the actual name of the company. I am aware that with additional analyses, which the above-mentioned limitations prevent the author from doing, I could gain insight into the company's operations from numerous other perspectives and thus discover new advantages or weaknesses in the analysis of frozen product sales in company X.

The basic assertions that they tried to prove in the diploma thesis were: The assertion that caterers in Koroška use more frozen fruit and vegetables than fresh is correct. 80% of caterers use more frozen vegetables and fruit than fresh. It has been proven that more and more customers are supplied with frozen products.

These products also retain all their nutritional value through freezing processes. With frozen products there is less waste, and shelf life is longer. With the modern way of life and fast pace, frozen products are indispensable on their menu, as a very tasty meal can be made from them in a very short time.

The assertion that caterers in Koroška purchase the largest share of frozen fruit and vegetables from company X is not correct. Only 10% of caterers use from 51% to 100% of company X's products. The majority of caterers, 90%, use from 0% to 50% of company X's products.

I believe that quite a lot of caterers are insufficiently informed about the sales promotions and innovations of company X. I suggest greater engagement in the field of informing customers also through the media. Company X could enable greater sales of its products with greater information provision.

She achieved all the objectives that she set herself in the diploma thesis. She analysed the sales of company X in the period from 2002 to 2006. She determined what role sales has in the company and how the sales process takes place in company X.

She also determined what communication is used by salespeople-commercialists and what relationships they have developed in the company regarding marketing. She provided suggestions to company X regarding sales improvement. Company X operated successfully in the examination of the four-year period from 2002 to 2006.

Such a good result must be attributed to the owner of company X, who set clear goals and strategies with the establishment of the company, which proved to be correct and achievable. At the same time, I note that there are still some areas in company X that need to be given more attention in order to operate flawlessly in the future. I believe that company X is on the right path to success.

She is convinced that they will succeed in building a solid bridge to new customers, and an even stronger one to existing customers. They will build this bridge to customers with the ability and knowledge of all employees.

• caterers in Koroška use more frozen fruit and vegetables than fresh,
• they purchase the largest share of frozen fruit and vegetables from company X.