Marketing in Connected Companies and Opportunities for Digitalisation

The following text describes the development of the selected parent company and the coincidence of local environment development.

Solution and Method

The following text describes the development of the selected parent company and the coincidence of local environment development. From the history and materials offered by the territory of the Šaleška Valley, numerous plants of a powerful company in the energy sector, which supplies our country, developed in the past. Over the last century, several subsidiary companies developed from these plants, which became independent companies and legal entities.

Currently, three companies are still closely connected with the parent company, creating a reputable group in the local environment and strong mutual interconnection. The diploma thesis investigates what the wishes of the selected group are regarding further development and improvements in the field of marketing. Each company has its own market share, both internally and externally.

The author in the work investigated the products and services of each company and proposed opportunities related to digitalisation and professional strategies. In today's world, digitalisation is present in everyday life, especially among the younger generation. This trend will continue in the future, therefore it is crucial that a group of companies with such a long history follows the times.

New forms of business are developing, technologically advanced products and services that correspond to current demand. The presentation of products and services is becoming increasingly important, therefore new marketing strategies are developing, such as digital marketing. In Slovenia, they are still at a low level regarding the use of modern strategies.

For future operations, this is critical and of key importance. In special sections, I describe the current types of products and services and their characteristics in selected groups and their impact on the country's inhabitants and the current market transformation. I also present guidelines for the future based on selected literature.

In addition, I also address the recovery of the economy after the pandemic and the establishment of new ways of working in the 21st century. The pandemic caused major changes and influenced their view of the world. It will be described whether it influenced the way of working in the selected group of companies.