{"id":10847,"date":"2023-03-16T16:27:11","date_gmt":"2023-03-16T15:27:11","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=10847"},"modified":"2024-05-13T14:57:21","modified_gmt":"2024-05-13T12:57:21","slug":"analyzy-v-marketingovom-riadeni","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/analyzy-v-marketingovom-riadeni\/","title":{"rendered":"Anal\u00fdzy v marketingovom riaden\u00ed"},"content":{"rendered":"<h2>Anal\u00fdza trhu<\/h2>\n<p>V anal\u00fdze trhu sa zameriavame na typy trhov, v\u00fdvoj trhu a ich charakteristiky.<strong> Ekonomika \u0161t\u00e1tu<\/strong> predstavuje komplex vz\u00e1jomne sa ovplyv\u0148uj\u00faceho s\u00faboru trhov, ktor\u00e9 s\u00fa spojen\u00e9 procesmi v\u00fdmeny \u2013 s\u00fa to:<\/p>\n<ul>\n<li><strong>trhy zdrojov <\/strong>(zdroje \u2013 suroviny, pr\u00e1ca, peniaze),<\/li>\n<li><strong>trhy v\u00fdrobcov<\/strong> (tovary),<\/li>\n<li><strong>spotrebn\u00e9 trhy <\/strong>(koncov\u00ed z\u00e1kazn\u00edci \u2013 tovary, slu\u017eby),<\/li>\n<li><strong>sprostredkovate\u013esk\u00e9 trhy <\/strong>(obchodn\u00e9 trhy &#8211; tovary, slu\u017eby),<\/li>\n<li><strong>vl\u00e1dne trh <\/strong>(in\u0161titucion\u00e1lne trhy, neziskov\u00e9 trhy \u2013 produkty, slu\u017eby, peniaze).<\/li>\n<\/ul>\n<h3>V\u00fdvoj trhov<\/h3>\n<p>Podobne ako produkty, tak aj trhy prech\u00e1dzaj\u00fa \u017eivotn\u00fdm cyklom:<\/p>\n<ul>\n<li><strong>vznik <\/strong>\u2013 zmena zo skryt\u00e9ho (s rozpt\u00fdlen\u00fdmi preferenciami) na zjavn\u00fd trh s hromadn\u00fdmi prejavmi,<\/li>\n<li><strong>rast <\/strong>\u2013 vstup viacer\u00fdch organiz\u00e1ci\u00ed, rast ponuky,<\/li>\n<li><strong>zrelos\u0165<\/strong> \u2013 \u0161tiepenie trhu (fragment\u00e1cia) a konsolid\u00e1cia trhu,<\/li>\n<li><strong>\u00fapadok<\/strong> \u2013 pokles potreby, zmena technol\u00f3gi\u00ed.<\/li>\n<\/ul>\n<h3>Charakteristiky v\u00fdvoja trhu<\/h3>\n<p>D\u00f4le\u017eit\u00e9 inform\u00e1cie pre pl\u00e1novanie v\u00fdroby<\/p>\n<ul>\n<li><strong>index v\u00fdvoja trhu<\/strong> = s\u00fa\u010dasn\u00fd dopyt ku maxim\u00e1lnemu mo\u017en\u00e9mu dopytu,<\/li>\n<li><strong>penetr\u00e1cia trhu <\/strong>= naplnenie (vyu\u017eitie) potenci\u00e1lu trhu,<\/li>\n<li><strong>aktu\u00e1lny podiel organiz\u00e1cie na trhu<\/strong> = po\u010det predan\u00fdch produktov organiz\u00e1cie \/ dopyt trhu (celkov\u00fd po\u010det predan\u00fdch produktov).<\/li>\n<\/ul>\n<h3>\u00dalohy (poz\u00edcie) organiz\u00e1ci\u00ed na trhu<\/h3>\n<ul>\n<li><strong>l\u00edder<\/strong> (vodca) trhu &#8211; prich\u00e1dza z inov\u00e1ciami, iniciuje zmeny,<\/li>\n<li><strong>vyz\u00fdvate\u013e<\/strong>&#8211; m\u00e1 amb\u00edcie sta\u0165 sa vodcom trhu, akt\u00edvne presadzuje inov\u00e1cie,<\/li>\n<li><strong>nasledovate\u013e<\/strong>&#8211; sleduje zmeny, usiluje sa reagova\u0165 (napr. imit\u00e1ciou produktov a strat\u00e9gi\u00ed), aby si udr\u017eal podiel na trhu,<\/li>\n<li><strong>mikrosegment\u00e1r <\/strong>&#8211; l\u00edder na malom trhu (trhov\u00fd v\u00fdklenok), sprev\u00e1dzan\u00fd snahe vyhn\u00fa\u0165 sa s\u00fa\u0165a\u017ei.<\/li>\n<\/ul>\n<h3>Ur\u010denie podielu na trhu<\/h3>\n<ol>\n<li><strong>forma v\u00fdpo\u010dtu (odhadu)<\/strong>\n<ul>\n<li>po\u010det predan\u00fdch produktov (tr\u017eba) ku celkov\u00e9mu po\u010dtu predan\u00fdch produktov,<\/li>\n<li>znalosti o \u00faspe\u0161nosti jednotliv\u00fdch strat\u00e9gi\u00ed<\/li>\n<\/ul>\n<\/li>\n<li><strong>forma prieskumu<\/strong>\n<ul>\n<li>znalos\u0165 vlastn\u00fdch objemov dod\u00e1vok,<\/li>\n<li>prieskum u vlastn\u00fdch aj potenci\u00e1lnych z\u00e1kazn\u00edkov<\/li>\n<li>objem odberu u na\u0161ej organiz\u00e1cie,<\/li>\n<li>objem odberu od konkurentov<\/li>\n<li>v\u00fdpo\u010det podielu na trhu porovnan\u00edm vlastn\u00fdch dod\u00e1vok a dod\u00e1vok konkurencie.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h2>Anal\u00fdza z\u00e1kazn\u00edkov<\/h2>\n<p>Anal\u00fdza z\u00e1kazn\u00edkov sa zameriava na <a href=\"https:\/\/www.euroekonom.sk\/manazment\/marketingovy-manazment\/segmentacia-spotrebitelskych-trhov\/\">faktory ovplyv\u0148uj\u00face spr\u00e1vanie z\u00e1kazn\u00edkov<\/a>:<\/p>\n<ul>\n<li><strong>kult\u00farne<\/strong>\n<ul>\n<li>z\u00edskanie s\u00faboru hodn\u00f4t, chovania a vn\u00edmania, ktor\u00e9 s\u00fa vyzn\u00e1van\u00e9 dlhodobo,<\/li>\n<li>soci\u00e1lna stratifik\u00e1cia (spolo\u010densk\u00e9 triedy),<\/li>\n<\/ul>\n<\/li>\n<li><strong>spolo\u010densk\u00e9<\/strong>\n<ul>\n<li>referen\u010dn\u00e9 skupiny (prim\u00e1rne \u2013 priamy vplyv, sekund\u00e1rne \u2013 nepriamy vplyv),<\/li>\n<li>rodina (po\u010detnos\u0165, samostatnos\u0165 \u010dlenov),<\/li>\n<li>rola a postavenie (\u010do sa od osoby o\u010dak\u00e1va),<\/li>\n<\/ul>\n<\/li>\n<li><strong>osobitn\u00e9<\/strong>\n<ul>\n<li>vek, \u0161t\u00e1dium \u017eivotn\u00e9ho cyklu,<\/li>\n<li>zamestnanie a ekonomick\u00e9 charakteristiky,<\/li>\n<li>osobnos\u0165 a seba uznanie,<\/li>\n<li>\u017eivotn\u00fd \u0161t\u00fdl a hodnoty (napr. limitovanie \u010dasom alebo peniazmi).<\/li>\n<li>charakteristika a segment\u00e1cia z\u00e1kazn\u00edkov<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2>Anal\u00fdza procesu rozhodovania o k\u00fape<\/h2>\n<ol>\n<li><strong>rozpoznanie probl\u00e9mu<\/strong> \u2013 rie\u0161enie potreby alebo po\u017eiadavky na odstr\u00e1nenie probl\u00e9mu (my\u0161lienky na n\u00e1kup produktu),<\/li>\n<li><strong>vyh\u013ead\u00e1vanie inform\u00e1ci\u00ed<\/strong> \u2013 zv\u00fd\u0161en\u00e1 pozornos\u0165 alebo akt\u00edvne vyh\u013ead\u00e1vanie inform\u00e1ci\u00ed smeruj\u00facich ku n\u00e1kupu,<\/li>\n<li><strong>vyhodnotenie alternat\u00edv<\/strong> \u2013 porovn\u00e1vanie v\u00fdhod r\u00f4znych produktov prostredn\u00edctvom ich vlastnost\u00ed,<\/li>\n<li><strong>rozhodnutie o k\u00fape<\/strong> \u2013 zna\u010dka, sp\u00f4sob k\u00fapy, mno\u017estvo, na\u010dasovanie k\u00fapy, sp\u00f4sob platby,<\/li>\n<li><strong>pon\u00e1kupn\u00e9 chovanie<\/strong> \u2013 miera spokojnosti, jednanie na z\u00e1klade miery spokojnosti, sp\u00f4soby pou\u017e\u00edvania a odstra\u0148ovania produktu.<\/li>\n<\/ol>\n<h3>Hodnota vn\u00edman\u00e1 z\u00e1kazn\u00edkom (Customer perceived value)<\/h3>\n<ul>\n<li>rozdiel medzi vyhodnoten\u00edm v\u0161etk\u00fdch v\u00fdhod a n\u00e1kladov ponuky (produktu) a vn\u00edman\u00fdch alternat\u00edv perspekt\u00edvnym z\u00e1kazn\u00edkom,<\/li>\n<li>celkov\u00e1 hodnota pre z\u00e1kazn\u00edka \u2013 vn\u00edman\u00e1 pe\u0148a\u017en\u00e1 hodnota bal\u00ed\u010dka v\u00fdhod (ekonomick\u00fdch, funk\u010dn\u00fdch, psychologick\u00fdch), ktor\u00e9 z\u00e1kazn\u00edk o\u010dak\u00e1va od trhovej ponuky (produktu),<\/li>\n<li>celkov\u00e9 n\u00e1klady pre z\u00e1kazn\u00edka \u2013 s\u00fahrn n\u00e1kladov, ktor\u00e9 vznikn\u00fa pri vyhodnocovan\u00ed, z\u00edskavan\u00ed, pou\u017e\u00edvan\u00ed a odstra\u0148ovan\u00ed trhovej ponuky (produktu) \u2013 vr\u00e1tane finan\u010dn\u00fdch, \u010dasov\u00fdch, energetick\u00fdch, psychologick\u00fdch<\/li>\n<\/ul>\n<h2>Anal\u00fdza konkurencie<\/h2>\n<ul>\n<li>organiz\u00e1cie, uspokojuj\u00face rovnak\u00fa potrebu (po\u017eiadavky) z\u00e1kazn\u00edkov, pri\u010dom ka\u017ed\u00e1 z organiz\u00e1ci\u00ed usiluje o dosiahnutie maxim\u00e1lneho podielu na trhu (maximaliz\u00e1ciu tr\u017eieb, zisku, poz\u00edcie),<\/li>\n<li>n\u00e1strojom na dosiahnutie cie\u013ea<strong> &#8211; je vytv\u00e1ranie konkuren\u010dnej v\u00fdhody<\/strong>,<\/li>\n<li>konkuren\u010dn\u00e9 vplyvy sa najviac prejavuj\u00fa v situ\u00e1cii, ke\u010f ponuka prevy\u0161uje dopyt (<strong>cenov\u00e1 konkurencia, necenov\u00e1 konkurencia<\/strong>).<\/li>\n<\/ul>\n<p>Konkurencia m\u00f4\u017ee by\u0165:<\/p>\n<ol>\n<li><strong>dokonal\u00e1 <\/strong>\u2013 vytvorenie rovnak\u00fdch podmienok (homog\u00e9nne produkty, vo\u013en\u00fd vstup a v\u00fdstup, dokonal\u00e1 informovanos\u0165, mal\u00fd vplyv na trhov\u00fa cenu),<\/li>\n<li><strong>nedokonal\u00e1 <\/strong>\u2013 r\u00f4zne podmienky na trhu (ovplyv\u0148ovanie ceny, diferenci\u00e1cia produktov, r\u00f4zne ve\u013ek\u00e9 bari\u00e9ry vstupu \u2013 <a href=\"https:\/\/www.euroekonom.sk\/nedokonala-konkurencia\/\">monopol, duopol, oligopol<\/a>.<\/li>\n<\/ol>\n<p>Porterov\u00fdch <a href=\"https:\/\/www.euroekonom.sk\/marketingovy-plan-odevnej-spolocnosti\/\">5 s\u00edl, ktor\u00e9 rozhoduj\u00fa o pr\u00ed\u0165a\u017elivosti segmentu<\/a>:<\/p>\n<ol>\n<li><strong>hrozba silnej rivality<\/strong> \u2013 atrakt\u00edvnos\u0165 segmentu kles\u00e1 s po\u010dtom a agresivitou konkurencie v danom segmente,<\/li>\n<li><strong>hrozby novej konkurencie<\/strong> \u2013 atrakt\u00edvnos\u0165 segmentu z\u00e1vis\u00ed aj od v\u00fd\u0161ky bari\u00e9r vstupu a v\u00fdstupu, pri\u010dom v\u00fdhodou pre organiz\u00e1cie p\u00f4sobiace na trhu s\u00fa vysok\u00e9 bari\u00e9ry vstupu a n\u00edzke v\u00fdstupu (bari\u00e9ry, riziko, rentabilita),<\/li>\n<li><strong>hrozba substit\u00fatov<\/strong> \u2013 atrakt\u00edvnos\u0165 segmentu kles\u00e1 s po\u010dtom substit\u00fatov, ktor\u00e9 limituj\u00fa ceny aj zisky,<\/li>\n<li><strong>hrozba rast\u00facej vyjedn\u00e1vanej sily z\u00e1kazn\u00edkov<\/strong> \u2013 atrakt\u00edvnos\u0165 segmentu kles\u00e1 so vzrastaj\u00facou vyjedn\u00e1vanou silou z\u00e1kazn\u00edkov (organizovanos\u0165 z\u00e1kazn\u00edkov, nediferencovanos\u0165 produktu, n\u00edzke n\u00e1klady na zmenu),<\/li>\n<li><strong>hrozba rast\u00facej vyjedn\u00e1vanej sily dod\u00e1vate\u013eov<\/strong> \u2013 atrakt\u00edvnos\u0165 segmentu kles\u00e1 so schopnos\u0165ou dod\u00e1vate\u013eov zvy\u0161ova\u0165 ceny alebo zni\u017eova\u0165 dod\u00e1van\u00e9 mno\u017estvo.<\/li>\n<\/ol>\n<h3>Konkuren\u010dn\u00e9 strat\u00e9gie<\/h3>\n<ol>\n<li><strong>strat\u00e9gia trhov\u00fdch l\u00eddrov<\/strong> \u2013 ciele \u2013 roz\u0161irovanie (z\u00edskavanie nov\u00fdch z\u00e1kazn\u00edkov, zvy\u0161ovanie \u00farovne vyu\u017e\u00edvania), obrana pozi\u010dn\u00e1, kr\u00eddeln\u00e1, prevent\u00edvna, (nepretr\u017eit\u00e9 inov\u00e1cie, zlep\u0161ovanie kvality produkcie a distrib\u00facie, doplnkov\u00e9 slu\u017eby,<\/li>\n<li><strong>strat\u00e9gia trhov\u00fdch vyz\u00fdvate\u013eov<\/strong> \u2013 ciele \u2013 \u00fatok na poz\u00edciu l\u00eddra prostredn\u00edctvom defin\u00edcie strategick\u00e9ho cie\u013ea (na koho \u00fato\u010di\u0165, ak\u00fdm sp\u00f4sobom \u2013 podmienka \u2013 dostatok disponibiln\u00fdch zdrojov),<\/li>\n<li><strong>strat\u00e9gia trhov\u00fdch nasledovate\u013eov<\/strong> \u2013 ciele \u2013 z\u00edskanie licenci\u00ed, napodob\u0148ovanie (fal\u0161ovate\u013e, klonova\u010d, imit\u00e1tor, adapt\u00e9r),<\/li>\n<li><strong>strat\u00e9gia mikrosegment\u00e1rov<\/strong> \u2013 ciele \u2013 vytvorenie mikrosegmentu, roz\u0161irovanie a ochrana, vyhnutie sa s\u00fa\u0165a\u017ei, vytvorenie poz\u00edcie ,,l\u00edder mikrosegmentu\u201c (mal\u00e9ho trhu).<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Anal\u00fdza trhu V anal\u00fdze trhu sa zameriavame na typy trhov, v\u00fdvoj trhu a ich charakteristiky. Ekonomika \u0161t\u00e1tu predstavuje komplex vz\u00e1jomne sa ovplyv\u0148uj\u00faceho s\u00faboru trhov, ktor\u00e9 &hellip; <\/p>\n","protected":false},"author":20,"featured_media":25148,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,553],"tags":[55,53],"class_list":["post-10847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavam-sa","tag-analyza","tag-peniaze"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Anal\u00fdzy v marketingovom riaden\u00ed<\/title>\n<meta name=\"description\" content=\"Anal\u00fdza trhu, anal\u00fdza z\u00e1kazn\u00edkov, anal\u00fdza procesu rozhodovania o k\u00fape, anal\u00fdza konkurencie. 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