{"id":8516,"date":"2022-12-23T19:32:31","date_gmt":"2022-12-23T18:32:31","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=8516"},"modified":"2024-05-13T14:58:07","modified_gmt":"2024-05-13T12:58:07","slug":"analyza-k-marketingovemu-planu-salon-krasy-wellness","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/analyza-k-marketingovemu-planu-salon-krasy-wellness\/","title":{"rendered":"Anal\u00fdza k marketingov\u00e9mu pl\u00e1nu: Sal\u00f3n kr\u00e1sy, wellness"},"content":{"rendered":"<h2>CHARAKTERISTIKA PODNIKU A JEHO S\u00da\u010cASN\u00dd STAV<\/h2>\n<ul>\n<li>N\u00e1zov podniku: Sal\u00f3n kr\u00e1sy Afrodita<\/li>\n<li>Odbor podnikania: kozmetick\u00e9, kadern\u00edcke, regenera\u010dn\u00e9, relaxa\u010dn\u00e9 a poradensk\u00e9 slu\u017eby<\/li>\n<li>Druh podnikania: \u017divnostensk\u00e9 opr\u00e1vnenie &#8211; majite\u013eka podniku<\/li>\n<li>Odborn\u00e9 osved\u010denie \u2013 zamestnanci<\/li>\n<li>S\u00eddlo podniku: Pod H\u00e1le\u010dkovou, 028 01 Trsten\u00e1<\/li>\n<\/ul>\n<p><strong>Sal\u00f3n kr\u00e1sy bohyne Afrodity <\/strong>poskytuje svet dokonalej <strong>kr\u00e1sy, wellness a relaxu<\/strong>, kde sa v pr\u00edjemnom prostred\u00ed d\u00e1 zabudn\u00fa\u0165 na ka\u017edodenn\u00e9 starosti, zregenerova\u0165 svoje telo i myse\u013e a dopria\u0165 si komfortn\u00fd pocit dokonal\u00e9ho uvo\u013enenia, z ktor\u00e9ho pramen\u00ed pr\u00ed\u0165a\u017elivos\u0165, spokojnos\u0165 a \u00faspe\u0161nos\u0165 ka\u017ed\u00e9ho z n\u00e1s.<br \/>\n<em>&#8222;Kr\u00e1sa m\u00e1 svoje \u010daro&#8220;<\/em> je sloganom podniku, a preto pon\u00faka sal\u00f3n kr\u00e1sy Afrodita starostlivos\u0165 o harm\u00f3niu tela a du\u0161e mu\u017eov i \u017eien, ktor\u00ed chc\u00fa pre seba a svoj vzh\u013ead urobi\u0165 nie\u010do v\u00fdnimo\u010dn\u00e9.<br \/>\nGeografick\u00e1 poloha sal\u00f3nu je na okraji mesta, v tichej lokalite obklopenej pr\u00edrodou. Je umiestnen\u00e1 bl\u00edzko s\u00eddliska, benz\u00ednovej pumpy, vleku a n\u00e1kupn\u00e9ho centra. My\u0161lienka vybudovania tohto podniku vznikla z d\u00f4vodu nedostato\u010dnej ponuky poskytovania slu\u017eieb v danej oblasti.<br \/>\nVlastn\u00edk a mana\u017e\u00e9r je t\u00e1 ist\u00e1 osoba, ktor\u00e1 zamestn\u00e1va len \u013eud\u00ed na vysokej profesion\u00e1lnej \u00farovni. Po\u010det s\u00fa\u010dasn\u00fdch zamestnancov je 6. Vlastn\u00fdmi silami sa sna\u017eia o poskytnutie \u0161irok\u00e9ho spektra slu\u017eieb s vysok\u00fdm \u0161tandardom kvality, profesion\u00e1lne a komplexn\u00e9 programy pre exkluz\u00edvnu starostlivos\u0165.<\/p>\n<h2>PROCES MARKETINGOV\u00c9HO RIADENIA<\/h2>\n<h3>MISIA<\/h3>\n<p>Existujeme pre poskytovanie dokonalej kr\u00e1sy a relaxu pomocou profesion\u00e1lnych a komplexn\u00fdch programov.<\/p>\n<h3>POSLANIE<\/h3>\n<p>Poskytovanie nad\u0161tandardn\u00fdch slu\u017eieb, kde sa z\u00e1kazn\u00edci m\u00f4\u017eu stretn\u00fa\u0165 s profesion\u00e1lnou starostlivos\u0165ou a individu\u00e1lnym pr\u00edstupom. Pon\u00faka\u0165 slu\u017eby a produkty mlad\u0161\u00edm aj star\u0161\u00edm gener\u00e1ci\u00e1m \u017eensk\u00e9ho a mu\u017esk\u00e9ho pohlavia pre zabezpe\u010denie trval\u00e9ho pocitu pohody a kr\u00e1sy.<\/p>\n<h3>HODNOTY<\/h3>\n<p>D\u00f4le\u017eitos\u0165 podnik kladie tomu, aby sl\u00fa\u017eil \u013eu\u010fom prostredn\u00edctvom poskytovania kvalitn\u00fdch produktov a slu\u017eieb na z\u00e1klade t\u00edmovej spolupr\u00e1ce. Pomocou etick\u00e9ho spr\u00e1vania, lojality a profesionality si udr\u017eiavame a z\u00edskavame d\u00f4veryhodnos\u0165 z\u00e1kazn\u00edkov.<\/p>\n<h3>V\u00cdZIA<\/h3>\n<p>V\u010faka neust\u00e1lemu zdokona\u013eovaniu a zvy\u0161ovaniu ponuky sa sta\u0165 najnav\u0161tevovanej\u0161\u00edm sal\u00f3nom kr\u00e1sy v regi\u00f3ne.<\/p>\n<h2>MARKETINGOV\u00c9 CIELE<\/h2>\n<ol>\n<li><strong>a) kvalitat\u00edvne<\/strong><\/li>\n<\/ol>\n<p>&#8211; odme\u0148ovanie a motiv\u00e1cia zamestnancov<br \/>\n&#8211; kurzy, \u0161kolenia, semin\u00e1re a tr\u00e9ningy zamestnancov<\/p>\n<ol>\n<li><strong>b) kvantitat\u00edvne<\/strong><\/li>\n<\/ol>\n<p><strong>&#8211; <\/strong>zav\u00e1dzanie nov\u00fdch produktov a slu\u017eieb (1 produkt\/ doplnkov\u00e1 slu\u017eba = raz ro\u010dne)<br \/>\n&#8211; VH (dosahova\u0165 zisk \u2013 obrat minim\u00e1lne o 10%)<\/p>\n<h3>IMPELEMENT\u00c1CIA A ZAMERANIE<\/h3>\n<p>Sal\u00f3n kr\u00e1sy Afrodita je zameran\u00fd na predaj produktov a poskytovanie slu\u017eieb v oblasti kozmetiky, kadern\u00edctva, regener\u00e1cie, relax\u00e1cie a tie\u017e poradenstva.<\/p>\n<h3>OSOBN\u00c9 CIELE<\/h3>\n<p>Osobn\u00fdm cie\u013eom podniku je bli\u017e\u0161ie \u0161pecifikovanie \u017eelan\u00ed a predst\u00e1v potenci\u00e1lnych z\u00e1kazn\u00edkov, ktor\u00e9 ved\u00fa a\u017e k spotrebe a uspokojovaniu spotrebite\u013eov. Cie\u013eom je tie\u017e dohliadanie nad stanoven\u00fdmi strat\u00e9giami a ich implement\u00e1ci\u00ed pre dosiahnutie po\u017eadovan\u00fdch v\u00fdstupov (dba\u0165 na rekvalifik\u00e1ciu zamestnancov a z\u00edskanie kladn\u00e9ho v\u00fdsledku hospod\u00e1renia).<\/p>\n<h2>MARKETINGOV\u00c1 KOMUNIK\u00c1CIA<\/h2>\n<p>Komunik\u00e1cia je jednou zo zlo\u017eiek marketingov\u00e9ho mixu. Marketingov\u00e1 komunik\u00e1cia v na\u0161om sal\u00f3ne je zalo\u017een\u00e1 na informovanosti, oboznamovan\u00ed s v\u00fdrobkami a slu\u017ebami, vysvet\u013eovan\u00ed ich vlastnosti, vyzdvihovan\u00ed ich \u00fa\u017eitku, kvality, hodnoty, prospe\u0161nosti a tie\u017e pou\u017eitia. Na druhej strane sa sna\u017e\u00edme aj po\u010d\u00fava\u0165, prij\u00edma\u0165 podnety a po\u017eiadavky spotrebite\u013eov a reagova\u0165 na ne.<br \/>\nSpr\u00e1vne zvolen\u00e1 komunika\u010dn\u00e1 strat\u00e9gia vedie k \u00faspe\u0161n\u00e9mu osloveniu, z\u00edskaniu a samozrejme udr\u017eaniu z\u00e1kazn\u00edka. M\u00f4j podnik si v oblasti komunika\u010dnej strat\u00e9gie stanovil 5 druhov n\u00e1strojov komunika\u010dn\u00e9ho mixu.<\/p>\n<h3>Komunika\u010dn\u00fd (propaga\u010dn\u00fd) mix Sal\u00f3nu kr\u00e1sy Afrodita na rok 2012<\/h3>\n<table width=\"100%\">\n<tbody>\n<tr>\n<td><strong><em>Druh komunik\u00e1cie (propag\u00e1cie)<\/em><\/strong><\/td>\n<td><strong><em>Suma (ro\u010dne)<\/em><\/strong><\/td>\n<\/tr>\n<tr>\n<td>Vyhl\u00e1senie oznamu v rozhlase (1 vyhl\u00e1senie = 2 \u20ac)<\/td>\n<td><strong>30,00 \u20ac<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Vytvorenie webovej str\u00e1nky, internet, e-mail marketing<\/td>\n<td><strong>400,00 \u20ac<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Tla\u010den\u00e9 a vysielan\u00e9 let\u00e1ky (1 kus = 0,12 \u20ac)<\/td>\n<td><strong>180,00 \u20ac<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Zverejnenie inzercie v novin\u00e1ch \u201eOravsko\u201c ( \u00bc strany form\u00e1t A4 =12,5 \u20ac)<\/td>\n<td><strong>150,00 \u20ac<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Vizitky, prospekty a plag\u00e1ty, bro\u017e\u00farky, mini katal\u00f3gy<\/td>\n<td><strong>240,00 \u20ac<\/strong><\/td>\n<\/tr>\n<tr>\n<td><span style=\"text-decoration: underline;\">V\u00fddavky na marketingov\u00fa komunik\u00e1ciu celkom:<\/span><\/td>\n<td><strong><span style=\"text-decoration: underline;\">1000,00 \u20ac<\/span><\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3>Komunika\u010dn\u00fd (propaga\u010dn\u00fd) mix Sal\u00f3nu kr\u00e1sy Afrodita na rok 2012 (rozpis)<\/h3>\n<table width=\"100%\">\n<tbody>\n<tr>\n<td><strong>N\u00e1stroj KM<\/strong><\/td>\n<td><strong>1<\/strong><\/td>\n<td><strong>2<\/strong><\/td>\n<td colspan=\"2\"><strong>3<\/strong><\/td>\n<td><strong>4<\/strong><\/td>\n<td colspan=\"2\"><strong>5<\/strong><\/td>\n<td><strong>6<\/strong><\/td>\n<td><strong>7<\/strong><\/td>\n<td><strong>8<\/strong><\/td>\n<td><strong>9<\/strong><\/td>\n<td><strong>10<\/strong><\/td>\n<td><strong>11<\/strong><\/td>\n<td><strong>12<\/strong><\/td>\n<td><strong>Po\u010detnos\u0165<\/strong><\/td>\n<td><strong>Eur\/mesiac<\/strong><\/td>\n<td><strong>V\u00fddavky<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>Rozhlas<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td colspan=\"2\"><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td colspan=\"2\"><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>12<\/strong><\/td>\n<td><strong>2 \u20ac<\/strong><\/td>\n<td><strong>24,00 \u20ac<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>Internet<\/strong><\/td>\n<td><\/td>\n<td><strong>x<\/strong><\/td>\n<td colspan=\"2\"><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td colspan=\"2\"><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>9<\/strong><\/td>\n<td><strong>33,30 \u20ac<\/strong><\/td>\n<td><strong>300,00 \u20ac<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>Let\u00e1ky<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><\/td>\n<td colspan=\"2\"><\/td>\n<td><\/td>\n<td colspan=\"2\"><\/td>\n<td><strong>x<\/strong><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><strong>x<\/strong><\/td>\n<td><\/td>\n<td><strong>3<\/strong><\/td>\n<td><strong>60 \u20ac<\/strong><\/td>\n<td><strong>180,00 \u20ac<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>Oravsko<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td colspan=\"2\"><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td colspan=\"2\"><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>12<\/strong><\/td>\n<td><strong>12,5 \u20ac<\/strong><\/td>\n<td><strong>150,00 \u20ac<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>Vizitky<\/strong><\/td>\n<td><\/td>\n<td colspan=\"2\"><strong>x<\/strong><\/td>\n<td><\/td>\n<td colspan=\"2\"><strong>x<\/strong><\/td>\n<td><\/td>\n<td><strong>x<\/strong><\/td>\n<td><\/td>\n<td><strong>x<\/strong><\/td>\n<td><\/td>\n<td><strong>x<\/strong><\/td>\n<td><\/td>\n<td><strong>x<\/strong><\/td>\n<td><strong>6<\/strong><\/td>\n<td><strong>40 \u20ac<\/strong><\/td>\n<td><strong>240,00 \u20ac<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>SPOLU<\/strong><\/td>\n<td colspan=\"16\" width=\"493\"><\/td>\n<td><strong>1000,00 \u20ac<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>FAKTORY VZDIALEN\u00c9HO EXTERN\u00c9HO PROSTREDIA<\/h2>\n<p>Prostredn\u00edctvom STEEP anal\u00fdzy sk\u00famame faktory vonkaj\u0161ieho prostredia, ktor\u00e9 p\u00f4sobia mimo organiz\u00e1cie a ovplyv\u0148uj\u00fa jej \u010dinnos\u0165 m\u00e1lo kontrolovate\u013en\u00fdm sp\u00f4sobom. V\u00fdsledky STEEP anal\u00fdzy predstavuj\u00fa pre organiz\u00e1ciu pr\u00edle\u017eitosti a rizik\u00e1. Organiz\u00e1cia m\u00e1 mo\u017enos\u0165 ich ovplyv\u0148ova\u0165, no mus\u00ed ich ustavi\u010dne sledova\u0165, analyzova\u0165 a reagova\u0165 na ne.<\/p>\n<h3>Soci\u00e1lne (spolo\u010densk\u00e9) vplyvy<\/h3>\n<p>M\u00f4j podnik sa nach\u00e1dza v regi\u00f3ne, kde z\u00e1ujem o zdravie, kr\u00e1su a dobr\u00fd pocit je ve\u013emi roz\u0161\u00edren\u00fd. Umiestnenie m\u00f4jho podniku je v\u00fdhodn\u00e9, a to z d\u00f4vodu nedostatku poskytovania slu\u017eieb o \u013eudsk\u00fd zov\u0148aj\u0161ok. Zauja\u0165 z\u00e1kazn\u00edkov, ktor\u00fd u\u017e vyu\u017e\u00edvaj\u00fa podobn\u00e9 slu\u017eby v in\u00fdch podnikoch v\u0161ak je n\u00e1ro\u010dn\u00e9, nako\u013eko \u013eudia v tomto regi\u00f3ne uprednost\u0148uj\u00fa st\u00e1lych poskytovate\u013eov. No naopak dobr\u00e1 informovanos\u0165 prostredn\u00edctvom masm\u00e9di\u00ed, v\u00fdstavn\u00fdch panelov, let\u00e1kov, bro\u017e\u00far, \u010di podobne ovplyv\u0148uje ich rozhodnutia.<\/p>\n<h3>Technick\u00e9 (technicko-technologick\u00e9) vplyvy<\/h3>\n<p>Neust\u00e1ly v\u00fdvoj priniesol masov\u00fa produkciu kozmetick\u00fdch produktov a r\u00f4znych kozmetick\u00fdch pomocn\u00edkov. Sme svedkami rozvoja priemyslu s nekon\u010diacou ponukou skr\u00e1\u0161\u013euj\u00facich slu\u017eieb pre \u017eeny aj mu\u017eov. Preto zadova\u017eovanie a poskytovanie inov\u00e1ci\u00ed, \u010di\u017ee ruka v ruke kr\u00e1\u010da\u0165 s technicko-technologick\u00fdm v\u00fdvojom umo\u017e\u0148uje mojej firme zlep\u0161i\u0165 ponuku, z\u00edska\u0165 nov\u00fdch z\u00e1kazn\u00edkov, \u010di zv\u00fd\u0161i\u0165 konkurencieschopnos\u0165.<\/p>\n<h3>Ekonomick\u00e9 vplyvy<\/h3>\n<p>Vstup do E\u00da priniesol tlak na kvalitu poskytuj\u00facich slu\u017eieb a tovarov, \u010do pozit\u00edvne p\u00f4sob\u00ed na \u013eud\u00ed. Dne\u0161n\u00e1 ekonomick\u00e1 situ\u00e1cia v\u0161ak ohrozuje ziskovos\u0165 podniku. Nezamestnanos\u0165 neust\u00e1le st\u00fapa, ceny sa zvy\u0161uj\u00fa a to silno ovplyv\u0148uje z\u00e1kazn\u00edkov, ktor\u00fd musia n\u00e1sledn\u00e9 obmedzova\u0165 niektor\u00e9 svoje potreby.<\/p>\n<h3>Ekologick\u00e9 vplyvy<\/h3>\n<p>Pri poskytovan\u00ed slu\u017eieb a tovarov m\u00f4jho podniku je d\u00f4le\u017eit\u00e9, aby sa dodr\u017eiaval postup pr\u00e1ce s oh\u013eadom na \u017eivotn\u00e9 prostredie. Jedn\u00fdm z obchodn\u00fdch partnerov je pr\u00e1ve bio-market. Prostredn\u00edctvom neho, s\u00fa v ponuke produkty ako pr\u00edrodn\u00e1 kozmetika, ekologick\u00e1 drog\u00e9ria, v\u00fd\u017eivn\u00e9 doplnky a pod.<\/p>\n<h3>Politicko-pr\u00e1vne vplyvy<\/h3>\n<p>Nariadenia vl\u00e1dy SR \u010d. 658\/2005 a in\u00e9 potrebn\u00e9 inform\u00e1cie t\u00fdkaj\u00face sa predaja kozmetick\u00fdch v\u00fdrobkov s\u00fa podkladom pre spr\u00e1vne fungovanie m\u00f4jho podniku. Podnik sa riadi \u017divnostensk\u00fdm, Obchodn\u00fdm, Ob\u010dianskym z\u00e1konn\u00edkom a taktie\u017e \u010fal\u0161\u00edmi z\u00e1konmi t\u00fdkaj\u00facimi sa poskytovania danej \u010dinnosti.<\/p>\n<h2>ANAL\u00ddZA Z\u00c1KAZN\u00cdKOV<\/h2>\n<p>Pre d\u00f4kladn\u00fa anal\u00fdzu celej situ\u00e1cie na trhu je nevyhnutn\u00e9 z\u00edska\u0165 podrobnosti o v\u0161etk\u00fdch z\u00e1kazn\u00edkoch, a to t\u00fdch, ktor\u00ed patria medzi \u0161pi\u010dku, priemern\u00fdch, ako aj zatia\u013e nezn\u00e1mych z\u00e1kazn\u00edkov. Ke\u010f\u017ee existuje cel\u00fd rad najr\u00f4znej\u0161\u00edch znakov v spr\u00e1van\u00ed sa spotrebite\u013eov, mus\u00ed by\u0165 v anal\u00fdze pozornos\u0165 podniku upriamen\u00e1 na d\u00f4le\u017eit\u00e9 \u00fadaje o z\u00e1kazn\u00edkoch.<br \/>\nPri anal\u00fdze z\u00e1kazn\u00edkov je potrebn\u00e9 si zvoli\u0165 cie\u013eov\u00fa skupinu \u2013 pre \u010do najpresnej\u0161ie cielenie marketingovej komunik\u00e1cie. N\u00e1\u0161 podnik sa zameriava na analyzovanie:<\/p>\n<ul>\n<li>\u017eien<\/li>\n<li>mu\u017eov<\/li>\n<\/ul>\n<p>Zameranie anal\u00fdzy je predov\u0161etk\u00fdm na \u017eeny, ktor\u00e9 s\u00fa naj\u010dastej\u0161ou skupinou dbaj\u00facou o svoj v\u00fdzor. Marketingov\u00e1 komunik\u00e1cia sa potom zameriava smermi, kde sa \u017eeny naj\u010dastej\u0161ie pohybuj\u00fa, zdr\u017eiavaj\u00fa,&#8230; (napr. kvetin\u00e1rstvo, drog\u00e9ria, a pod.)<\/p>\n<h2>ANAL\u00ddZA KONKURENCIE<\/h2>\n<p>Anal\u00fdza konkurencie je v\u00fdchodiskom marketingov\u00e9ho pl\u00e1novacieho procesu, pri\u010dom pozornos\u0165 je venovan\u00e1 cie\u013eom ka\u017ed\u00e9ho konkurenta, jeho zdrojom a konkuren\u010dnej poz\u00edcii, ako aj jednotliv\u00fdm elementom marketingov\u00e9ho mixu.<br \/>\nZ\u00edskanie uveden\u00fdch inform\u00e1ci\u00ed o konkurentoch n\u00e1m pom\u00e1ha pochopi\u0165 konkuren\u010dn\u00e9 prostredie v odvetv\u00ed a tie\u017e zisti\u0165: kto a ako konkuruje n\u00e1\u0161mu podniku. Medzi priamych konkurentov podniku \u2013 Sal\u00f3n kr\u00e1sy Afrodita, v regi\u00f3ne Orava patr\u00ed len jeden konkurent :<\/p>\n<table width=\"100%\">\n<tbody>\n<tr>\n<td><strong>PODNIK<\/strong><\/td>\n<td><strong>Nefertiti &#8211; sal\u00f3n kr\u00e1sy (N\u00e1mestovo)<\/strong><\/td>\n<td><strong>Sal\u00f3n kr\u00e1sy Afrodita (Trsten\u00e1)<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>Geografick\u00e1 poloha<\/strong><\/td>\n<td>centrum mesta<\/td>\n<td>okraj mesta<\/td>\n<\/tr>\n<tr>\n<td><strong>Webov\u00e1 str\u00e1nka <\/strong>(pas\u00edvna\/interakt\u00edvna)<\/td>\n<td>\u00e1no (interakt\u00edvna) &#8211; slu\u017eby, cenn\u00edk, fotogal\u00e9ria, kontakt, pouk\u00e1\u017eky, akcie)<\/td>\n<td>\u00e1no (interakt\u00edvna) &#8211; slu\u017eby, <strong>produkty<\/strong>, cenn\u00edk, fotogal\u00e9ria, <strong>vide\u00e1<\/strong>, kontakt, pouk\u00e1\u017eky, <strong>objedn\u00e1vky, p\u00e1nsky k\u00fatik, <\/strong>akcie)<\/td>\n<\/tr>\n<tr>\n<td><strong>Cenov\u00e1 \u00farove\u0148<\/strong><br \/>\n&#8211; kozmetick\u00e9 o\u0161etrenia<br \/>\n&#8211; kadern\u00edcke slu\u017eby<br \/>\n&#8211; manik\u00fara, pedik\u00fara<br \/>\n&#8211; l\u00ed\u010denie, permanentn\u00fd make &#8211; up<br \/>\n&#8211; depil\u00e1cia, kryo sauny<br \/>\n&#8211; odstr\u00e1nenie cievok, vr\u00e1sok<br \/>\n&#8211; predaj produktov<\/td>\n<td>\u00farove\u0148 (1\/n\u00edzka &#8211; 5\/vysok\u00e1)<br \/>\n3<br \/>\n3<br \/>\n3<br \/>\n<strong>2<\/strong><br \/>\n3<br \/>\n4<br \/>\n3<\/td>\n<td>\u00farove\u0148 (1 &#8211; 5)<br \/>\n3<br \/>\n<strong>2<\/strong><br \/>\n3<br \/>\n3<br \/>\n3<br \/>\n<strong>3<\/strong><br \/>\n<strong>2<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>Ponuka produktov a slu\u017eieb &#8211; produkty &#8211; manik\u00fara\/pedik\u00fara &#8211; depil\u00e1cia<\/strong><br \/>\n<strong> &#8211; l\u00ed\u010denie, permanentn\u00fd make &#8211; up<\/strong><br \/>\n<strong> &#8211; botulotox\u00edn<\/strong><br \/>\n<strong> &#8211; Kyselina Hyaluronov\u00e1<\/strong><br \/>\n<strong> &#8211; kryo sauna<\/strong><br \/>\n<strong> &#8211; kolag\u00e9nov\u00e9 lampy<\/strong><br \/>\n<strong> &#8211; kuma shape<\/strong><br \/>\n<strong> &#8211; mikrodermabrazia<\/strong><br \/>\n<strong> &#8211; E &#8211; light Dual HS &#8211; 260<\/strong><br \/>\n<strong> &#8211; sauny<\/strong><br \/>\n<strong> &#8211; mas\u00e1\u017ee (tv\u00e1re, tela)<\/strong><br \/>\n<strong> &#8211; sol\u00e1rium<\/strong><br \/>\n<strong> &#8211; fitness<\/strong><br \/>\n<strong> &#8211; p\u00e1nsky k\u00fatik<\/strong><\/td>\n<td>\u00farove\u0148 &#8211; ni\u017e\u0161ia dermacol, Sothys\u00e1no\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\nnie<br \/>\nnie<br \/>\n\u00e1no<br \/>\nnie<br \/>\nnie<\/td>\n<td>\u00farove\u0148 &#8211; vy\u0161\u0161ia dermacol, Sothys, <strong>bio &#8211; produkty, \u0139or\u00e9al, Orly<\/strong>\u00e1no\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n\u00e1no<br \/>\n<strong>\u00e1no<\/strong><br \/>\n<strong>\u00e1no<\/strong><br \/>\n\u00e1no<br \/>\n<strong>\u00e1no<\/strong><br \/>\n<strong>\u00e1no<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>Kurzy, \u0161kolenia, semin\u00e1re, tr\u00e9ningy zamestnancov<\/strong><\/td>\n<td>nie<\/td>\n<td><strong>\u00e1no <\/strong>(1 &#8211; kr\u00e1t ro\u010dne)<\/td>\n<\/tr>\n<tr>\n<td><strong>P\u00f4sobenie na trhu<\/strong><\/td>\n<td>2 roky<\/td>\n<td>6 mesiacov<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>ANAL\u00ddZA SWOT<\/h2>\n<p>Hlavnou n\u00e1pl\u0148ou swot anal\u00fdzy je kompletizova\u0165 vn\u00fatorn\u00e9 a vonkaj\u0161ie str\u00e1nky podniku. Konfront\u00e1cia siln\u00fdch a slab\u00fdch st\u00e1nok spolu s pr\u00edle\u017eitos\u0165ami a ohrozeniami (rizikami) podniku mi pomohli dospie\u0165 k ur\u010dit\u00fdm v\u00fdsledkom a na z\u00e1klade toho som zostavila tabu\u013eku s nasleduj\u00facimi \u00fadajmi. <strong>Anal\u00fdza SWOT podniku Sal\u00f3n kr\u00e1sy Afrodita:<\/strong><\/p>\n<h3>Anal\u00fdza SWOT &#8211; Siln\u00e9 str\u00e1nky<\/h3>\n<table width=\"100%\">\n<tbody>\n<tr>\n<td><strong>Siln\u00e9 str\u00e1nky<\/strong><\/td>\n<td><strong>Zn\u00e1mka<\/strong><\/td>\n<td><strong>V\u00e1ha<\/strong><\/td>\n<td><strong>\u03a3<\/strong><\/td>\n<\/tr>\n<tr>\n<td>V\u00fdhodn\u00e1 lokalita<\/td>\n<td>3<\/td>\n<td>0,2<\/td>\n<td>1<\/td>\n<\/tr>\n<tr>\n<td>Kvalita slu\u017eieb a tovarov<\/td>\n<td>5<\/td>\n<td>0,3<\/td>\n<td>2<\/td>\n<\/tr>\n<tr>\n<td>Primeran\u00e9 ceny<\/td>\n<td>4<\/td>\n<td>0,2<\/td>\n<td>1<\/td>\n<\/tr>\n<tr>\n<td>Vy\u0161kolen\u00fd a kreat\u00edvny person\u00e1l<\/td>\n<td>3<\/td>\n<td>0,2<\/td>\n<td>1<\/td>\n<\/tr>\n<tr>\n<td>Rozsiahle distribu\u010dn\u00e9 kan\u00e1ly<\/td>\n<td>2<\/td>\n<td>0,1<\/td>\n<td>0<\/td>\n<\/tr>\n<tr>\n<td><strong>Spolu<\/strong><\/td>\n<td><strong>&#8211;<\/strong><\/td>\n<td><strong>1<\/strong><\/td>\n<td><strong>3,7<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3>Anal\u00fdza SWOT &#8211; Slab\u00e9 str\u00e1nky<\/h3>\n<table width=\"100%\">\n<tbody>\n<tr>\n<td><strong>Slab\u00e9 str\u00e1nky<\/strong><\/td>\n<td><strong>Zn\u00e1mka<\/strong><\/td>\n<td><strong>V\u00e1ha<\/strong><\/td>\n<td><strong>\u03a3<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Kr\u00e1tke p\u00f4sobenie podniku<\/td>\n<td>3<\/td>\n<td>0,1<\/td>\n<td>0,3<\/td>\n<\/tr>\n<tr>\n<td>Nedostato\u010dn\u00e1 reklama<\/td>\n<td>3<\/td>\n<td>0,2<\/td>\n<td>0,6<\/td>\n<\/tr>\n<tr>\n<td>Vysok\u00e9 n\u00e1klady<\/td>\n<td>2<\/td>\n<td>0,2<\/td>\n<td>0,4<\/td>\n<\/tr>\n<tr>\n<td>Nedostatok finan\u010dn\u00fdch zdrojov<\/td>\n<td>4<\/td>\n<td>0,3<\/td>\n<td>1,2<\/td>\n<\/tr>\n<tr>\n<td>Nar\u00fa\u0161anie \u017eivotn\u00e9ho prostredia<\/td>\n<td>1<\/td>\n<td>0,2<\/td>\n<td>0,2<\/td>\n<\/tr>\n<tr>\n<td><strong>Spolu<\/strong><\/td>\n<td><strong>&#8211;<\/strong><\/td>\n<td><strong>1<\/strong><\/td>\n<td><strong>-3<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3>Anal\u00fdza SWOT &#8211; Pr\u00edle\u017eitosti<\/h3>\n<table width=\"100%\">\n<tbody>\n<tr>\n<td><strong>Pr\u00edle\u017eitosti<\/strong><\/td>\n<td><strong>Zn\u00e1mka<\/strong><\/td>\n<td><strong>V\u00e1ha<\/strong><\/td>\n<td><strong>\u03a3<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Roz\u0161\u00edrenie klientely<\/td>\n<td>5<\/td>\n<td>0,3<\/td>\n<td>2<\/td>\n<\/tr>\n<tr>\n<td>Z\u00edskanie dobr\u00e9ho mena na trhu<\/td>\n<td>4<\/td>\n<td>0,2<\/td>\n<td>1<\/td>\n<\/tr>\n<tr>\n<td>Roz\u0161\u00edrenie ponuky produktov a slu\u017eieb<\/td>\n<td>2<\/td>\n<td>0,1<\/td>\n<td>0<\/td>\n<\/tr>\n<tr>\n<td>Poskytovanie konkuren\u010dn\u00fdch v\u00fdhod<\/td>\n<td>3<\/td>\n<td>0,2<\/td>\n<td>1<\/td>\n<\/tr>\n<tr>\n<td>Cenov\u00fd v\u00fdvoj<\/td>\n<td>1<\/td>\n<td>0,2<\/td>\n<td>0<\/td>\n<\/tr>\n<tr>\n<td>S<strong>polu<\/strong><\/td>\n<td><strong>&#8211;<\/strong><\/td>\n<td><strong>1<\/strong><\/td>\n<td><strong>3,3<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3>Anal\u00fdza SWOT &#8211; Hrozby\/rizik\u00e1<\/h3>\n<table width=\"100%\">\n<tbody>\n<tr>\n<td><strong>Hrozby<\/strong><\/td>\n<td><strong>Zn\u00e1mka<\/strong><\/td>\n<td><strong>V\u00e1ha<\/strong><\/td>\n<td><strong>\u03a3<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Nezamestnanos\u0165<\/td>\n<td>4<\/td>\n<td>0,3<\/td>\n<td>1,2<\/td>\n<\/tr>\n<tr>\n<td>Konkurencia<\/td>\n<td>3<\/td>\n<td>0,3<\/td>\n<td>0,6<\/td>\n<\/tr>\n<tr>\n<td>Poplatky<\/td>\n<td>1<\/td>\n<td>0,1<\/td>\n<td>0,1<\/td>\n<\/tr>\n<tr>\n<td>Nepriazniv\u00e9 demografick\u00e9 zmeny<\/td>\n<td>2<\/td>\n<td>0,1<\/td>\n<td>0,2<\/td>\n<\/tr>\n<tr>\n<td>Meniace sa potreby z\u00e1kazn\u00edkov<\/td>\n<td>3<\/td>\n<td>0,2<\/td>\n<td>0,6<\/td>\n<\/tr>\n<tr>\n<td>S<strong>polu<\/strong><\/td>\n<td><strong>&#8211;<\/strong><\/td>\n<td><strong>1<\/strong><\/td>\n<td><strong>-3<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3>Vyhodnotenie anal\u00fdzy SWOT<\/h3>\n<p><strong>V\u00fdsledn\u00e1 hodnota kvadrantov siln\u00fdch a slab\u00fdch str\u00e1nok: <\/strong>1 (3,7 \u2013 2,7)<strong>V\u00fdsledn\u00e1 hodnota kvadrantov pr\u00edle\u017eitost\u00ed a riz\u00edk<\/strong>: 0,6 (3,3 \u2013 2,7)<br \/>\nHodnoty, ktor\u00e9 vy\u0161li v uveden\u00fdch tabu\u013ek\u00e1ch som n\u00e1sledn\u00e9 zazna\u010dila do diagramu SWOT anal\u00fdzy.<\/p>\n<table width=\"100%\">\n<tbody>\n<tr>\n<td width=\"250\">Siln\u00e9 str\u00e1nky<\/td>\n<td width=\"55\">3,7<\/td>\n<\/tr>\n<tr>\n<td width=\"250\">Slab\u00e9 str\u00e1nky<\/td>\n<td width=\"55\">-2,7<\/td>\n<\/tr>\n<tr>\n<td width=\"250\">Pr\u00edle\u017eitosti<\/td>\n<td width=\"55\">3,3<\/td>\n<\/tr>\n<tr>\n<td width=\"250\">Hrozby<\/td>\n<td width=\"55\">-2,7<\/td>\n<\/tr>\n<tr>\n<td width=\"250\"><strong>Siln\u00e9 str\u00e1nky &#8211; Slab\u00e9 str\u00e1nky<\/strong><\/td>\n<td width=\"55\"><strong>1<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"250\"><strong>Pr\u00edle\u017eitosti &#8211; Hrozby<\/strong><\/td>\n<td width=\"55\"><strong>0,6<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"250\"><strong>V\u00fdsledn\u00e1 strat\u00e9gia: Ofenz\u00edvna strat\u00e9gia<\/strong><\/td>\n<td> (1 ; 0,6)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Priese\u010dn\u00edk celkovej hodnoty sl\u00fa\u017ei ako indik\u00e1tor pre v\u00fdber variantu marketingovej strat\u00e9gie. Ofenz\u00edvna strat\u00e9gia je pre sal\u00f3n kr\u00e1sy Afrodita najvhodnej\u0161\u00ed variant (sily preva\u017euj\u00fa nad slabos\u0165ami a pr\u00edle\u017eitosti nad hrozbami). Nako\u013eko v\u010faka swot anal\u00fdze n\u00e1m vy\u0161iel tento variant, n\u00e1\u0161 podnik svojimi mohutn\u00fdmi silami je schopn\u00fd vyu\u017ei\u0165 v\u0161etky pon\u00fakaj\u00face pr\u00edle\u017eitosti.<\/p>\n<h2>FINAN\u010cN\u00c1 ANAL\u00ddZA MARKETINGOVEJ ZISKOVOSTI<\/h2>\n<p>S\u00fa\u010dasn\u00fa finan\u010dn\u00fa situ\u00e1ciu a jej bud\u00faci v\u00fdvoj podnik zis\u0165uje pomocou finan\u010dnej anal\u00fdzy. Finan\u010dn\u00e1 anal\u00fdza zahr\u0148uje rozpis n\u00e1kladov spojen\u00fdch s realiz\u00e1ciou poskytovan\u00fdch produktov podniku a taktie\u017e rozpo\u010det predpokladan\u00fdch v\u00fdnosov. Odhad jednotliv\u00fdch polo\u017eiek na roky 2011 a\u017e 2014 je uveden\u00fd v pr\u00edlohe \u010d.1.<\/p>\n<h2>Z\u00c1VER<\/h2>\n<p>Cie\u013eom m\u00f4jho marketingov\u00e9ho pl\u00e1nu bolo zostavi\u0165 marketingov\u00e9 a strategick\u00e9 anal\u00fdzy aplikovan\u00e9 na podnik &#8211; Sal\u00f3n kr\u00e1sy Afrodita. Prostredn\u00edctvom t\u00fdchto anal\u00fdz sme zistili, \u017ee postavenie Sal\u00f3nu kr\u00e1su na trhu je ve\u013emi v\u00fdhodn\u00e9.<br \/>\nNapriek tomu je ve\u013emi d\u00f4le\u017eit\u00e9 aby sa neust\u00e1le kontrolovala konkurencia, zav\u00e1dzali sa najnov\u0161ie trendy v tomto odvetv\u00ed a tie\u017e sa snaha neust\u00e1le zlep\u0161ova\u0165 svoju orient\u00e1ciu na z\u00e1kazn\u00edka. Pozornos\u0165 je potrebn\u00e9 venova\u0165 aj predajcom na z\u00e1klade maxim\u00e1lnej \u00fastretovosti, nako\u013eko ur\u010dit\u00e1 \u010das\u0165 z pr\u00edjmu podniku je z\u00e1visl\u00e1 na pr\u00e1ci t\u00fdchto predajcov<br \/>\n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CHARAKTERISTIKA PODNIKU A JEHO S\u00da\u010cASN\u00dd STAV N\u00e1zov podniku: Sal\u00f3n kr\u00e1sy Afrodita Odbor podnikania: kozmetick\u00e9, kadern\u00edcke, regenera\u010dn\u00e9, relaxa\u010dn\u00e9 a poradensk\u00e9 slu\u017eby Druh podnikania: \u017divnostensk\u00e9 opr\u00e1vnenie &#8211; &hellip; <\/p>\n","protected":false},"author":16,"featured_media":25317,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,553],"tags":[55,119],"class_list":["post-8516","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavam-sa","tag-analyza","tag-podnikatelsky-plan"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Anal\u00fdza k marketingov\u00e9mu pl\u00e1nu: Sal\u00f3n kr\u00e1sy, wellness<\/title>\n<meta name=\"description\" content=\"Marketingov\u00fd pl\u00e1n: Vzorov\u00fd marketingov\u00fd pl\u00e1n pre sal\u00f3n kr\u00e1sy, wellness. 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