The project in five facts.
Challenge, approach and results.
The purpose of the diploma thesis is to develop a marketing plan as the central part of the business plan for the company Al-metal d.o.o. The company wishes to enter the Slovenian market with an offer of car crates for dog transport. The research identified the size and characteristics of the marketing gap that the company Al-metal d.o.o. should fill with its offer. Within the framework of marketing planning, a SWOT analysis of the internal and external environment was also prepared, and the objectives and strategy for Al-metal's market entry were adopted.
Problem
The purpose of the diploma thesis is to develop a marketing plan as the central part of the business plan for the company Al-metal d.o.o. The company wishes to enter the Slovenian market with an offer of car crates for dog transport. Within the framework of the assignment, marketing research examined whether dog owners care about ensuring comfortable and safe transport of their pets.
The research included questions regarding whether dog owners need a crate for transporting their dog in a car, how many dogs they have and where they take them, how much they are willing to pay for purchasing such a crate or how much they paid for it if they have already bought one.
Results
The research identified the size and characteristics of the marketing gap that the company Al-metal d.o.o. should fill with its offer. Within the framework of marketing planning, a SWOT analysis of the internal and external environment was also prepared, and the objectives and strategy for Al-metal's market entry were adopted. The central part of the marketing plan is the operational plan for product development, as well as all other elements of the marketing mix (7P), followed by the implementation and control plan.
An important part of the marketing plan and thus the diploma thesis is also the financial plan. The second part of the diploma thesis presents the process of developing an appropriate product, from the idea, conception, to application development and preparation for serial production and market introduction. A business (cost) analysis was also prepared.
The mission and vision of the company Al-metal d.o.o. is captured in the slogan – message: 'We care for our canine pets also during their transport.'
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