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6. Positioning in foreign markets with a new international brandTamara Žarn, 2019 Opis: The thesis discusses the problem of positioning in foreign markets with a new international brand for the company Reklame Žarn. The first section of the theoretical part explains what is meant by brand concept, branding and different types of brands. It looks closely at B2B versus B2C brands, along with global versus local brands. The first section of the theoretical part also explains the important process of creating a new brand. The second section of the theoretical part explains the concept of an international brand and foreign market entry strategies. Also discussed are the role and specifics of SMEs in international business environments and strategic planning of international activities. The final section of the theoretical part presents our findings on how the planning of international branding activities influences successful positioning in foreign markets.
The aim of the research was to identify the means of minimizing the risk of failure for companies when entering foreign markets and choosing a brand name and logo. Two surveys were first conducted: "Brand name suggestions/semantic test" and "Brand logo suggestions/semantic test", with 82 and 34 suitable respondents, respectively. Four interviews were conducted with some of Reklame Žarn's existing customers. The interviewees answered questions about the company's existing group of products or services to represent the future brand, with the aim of gaining a better understanding of the company's products and services market position, strengths and weaknesses.
The practical part provides an interpretation of the key findings from the theoretical and empirical parts. A brand identity and brand elements were created based on previous findings and current know-how. An analysis of the current brand positioning was conducted, initial steps for the branding strategy were defined, and a market entry strategy was chosen.
Najdeno v: ključnih besedah
Ključne besede: international brand, B2B brand, narrow market segment, brand identity, brand strategy, market entry strategy, marketing research
Objavljeno: 04.07.2019; Ogledov: 2078; Prenosov: 124
 Celotno besedilo (1,95 MB) |
7. The development of real estate management and infrastructure market in KosovoDrini Grazhdani, 2015 Opis: On the selected topic of The Development of Real Estate Management and Infrastructure Market in Kosovo, I was mainly focused on explaining how the real estate market developed in Kosovo, what were the challenges and the triggers that contributed to the development of this market. I also used the United Nations Economic Commission for Europe (UNECE) key component of real estate markets frameworks and applied it to Kosovo context as means to evaluate the current state of development of this mark using key principles of this framework and assessing the extent to which these principles have been applied in Kosovo. The thesis gives an elaborated explanation of the real estate market development before and after the war, and particularly the market disruption caused by the Serbian aggression in Kosovo, including the period of the 90’ when the legal framework governing the property transaction between ethnicities was discriminatory. The thesis looks at the rules and functions that govern the real estate market and explains how these functions were developed in the past 15 years – the post war period in Kosovo.
Najdeno v: ključnih besedah
Ključne besede: real estate, real estate market, development, real estate recording, register, cadastre, Kosovo
Objavljeno: 14.01.2020; Ogledov: 1583; Prenosov: 9
 Celotno besedilo (575,01 KB) |
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