MARKET POTENTIAL RESEARCH OF SMILJAN MORI COMPANY

Raziskava trga je instrument marketinga, ki nam omogoča, da še pred plasiranjem nekega novega izdelka oz. storitve na trg ugotovimo dejanske potrebe in želje potencialnih odjemalcev, obstoječe stanje, način oblikovanja svoje ponudbe, ugotoviti kako si bo mogoče zagotoviti ustrezen položaj na trgu, ter kakšen bo odziv potencialnih konkurentov in odjemalcev, ki ga bomo sprožili s vstopom v poslovno okolje. V današnjih razmerah, je okolje izredno dinamično in spremenljivo ter polno konkurentov, zato je še posebej pomembna natančna raziskava trga preden uvedemo izdelek na tržišče, kot tudi kasneje, ko odjemalci izdelek sprejmejo, ko prodaja narašča, tudi takrat moramo opraviti natančno analizo trga. V diplomskem seminarju smo najprej teoretično opredelili pojem raziskave trga, njen namen ter celotni postopek raziskave trga. Nato smo opredelili še tržni potencial določenega izdelka v določeni panogi, ter kako je to lahko pomembno, da vidimo kako uspešni smo glede na našo konkurenco. V našem diplomskem seminarju je to bilo življenjsko zavarovanje zavarovalnice Merkur d.d., katere je zastopnik Agencija Smiljan Mori d.o.o.. Podjetje mora ves čas tudi proučevati kako se določen izdelek na trgu ponuja ter kakšen tržni delež dosega saj je to instrument raziskave in na ta način vemo kako lahko ustrezno prilagodimo trženjske strategije. Delali smo na praktičnem primeru, predstavili smo produkte podjetja Smiljan Mori d.o.o.predvsem pa ugotoviti kakšen tržen položaj dosega življenjsko zavarovanje zavarovalnice Merkur. Ugotavljali smo, kakšen pomen imajo raziskave trga za omenjeno podjetje. S pomočjo diplomskega seminarja sem spoznala, da je zelo pomembno, da poznamo želje naših potrošnikov. Predvsem pri storitvenih podjetjih je pomembno, da bomo našo staro oziroma potencialno stranko čimbolj zadovoljili. Ker je zavarovalniški trg zelo nasičen se morajo tudi zavarovalnice truditi, da bodo s svojo ponudbo pridobile čimveč novih odjemalcev oziroma strank.SUMMARY Market research is tool of marketing that allows us to continue the placement of a new product or services to the market determine the real needs and desires of potential customers, the existing situation, the method of making its offer, it will be how to ensure an appropriate position in the market and what will be the response of potential competitors and customers, which will be launched by entering into a business environment. In today\u27s situation, the environment is highly dynamic and changeable, and full of competitors, so it is especially important accurate market research before introducing a product into the market, as well as later, when customers take product, when sales increase, even than we have to make analysis of market. In graduate seminar we first theoretically define the concept of market research, its purpose and the whole process of market research. Then we define the market potential of a given product in a particular sector, and how this may be important to see how successful we are in relation to our competition. In our graduate seminar, this was a life insurance Merkur d.d. Insurance Company, which is representative by Agencija Smiljan Mori d.o.o. The company must also constantly examine how a certain product on the market offers and what it achieved a market share of this research tool and in this way we know how to adapt marketing strategies accordingly. We worked on a case study, we present the products of company Smiljan Mori d.o.o., and held the position of the reach of any marketed life insurance by insurance company Merkur . We assessed the significance of a market research for this company. With the help of the thesis I realized that it is very important to know the wishes of our consumers. Especially in service companies, it is important that we old or potential client as much as possible to satisfy. As the insurance market is very saturated, insurance companies must make an effort to obtain his offer as many new customers or clients