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master's thesis
Marketing plan poduzeća Kandit d.o.o.
Diplomski rad
2021. urn:nbn:hr:145:670300
Patron, Marko
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Patron, M. (2021). Marketing plan poduzeća Kandit d.o.o. : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:670300

Patron, Marko. "Marketing plan poduzeća Kandit d.o.o. : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:670300

Patron, Marko. "Marketing plan poduzeća Kandit d.o.o. : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:670300

Patron, M. (2021). 'Marketing plan poduzeća Kandit d.o.o. : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 04 May 2024, https://urn.nsk.hr/urn:nbn:hr:145:670300

Patron M. Marketing plan poduzeća Kandit d.o.o. : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2024 May 04] Available at: https://urn.nsk.hr/urn:nbn:hr:145:670300

M. Patron, "Marketing plan poduzeća Kandit d.o.o. : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:670300

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Metadata
TitleMarketing plan poduzeća Kandit d.o.o. : Diplomski rad
Title (english)Marketing plan of Kandit : Graduate paper
AuthorMarko Patron
MentorHelena Štimac (mentor)
Committee memberMarija Ham (predsjednik povjerenstva)
Committee memberAna Pap (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2021-09-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu je prikazana teorija marketinškog planiranja, polazište poduzeća od misije i svrhe poslovanja do analize tržišta na kojem poduzeće posluje kroz primarno i sekundarno istraživanje tržišta prema određenim kriterijima. Utvrđuje se postojeće stanje poduzeća, unutarnji i vanjski utjecaji te stavovi i potrebe potrošača. Nakon analize, poduzeće postavlja ciljeve koje želi ostvariti u određenom vremenskom razdoblju. Ciljevima se određuje način poslovanja poduzeća, postojeći asortiman proizvoda uz proširenje asortimana uvođenjem nove ili proširenjem postojeće linije proizvoda. Ciljevima poduzeće određuje smjer poslovanja kako i na koji način će se odnositi prema dionicima, okolini, lokalnoj zajednici te potrošačima. Jasni ciljevi pridonose kreiranju jake i konkretne marketinške strategije kojom će poduzeće ostvariti zacrtane ciljeve, ojačati poziciju i povećati konkurentsku prednost. Odabirom i kreiranjem marketinških aktivnosti poduzeće provodi odabrane marketinške strategije usmjerene na potrošače i tržište. Stavljajući naglasak na kvalitetu i tradiciju poduzeće stvara pozitivne reakcije javnosti i veći publicitet u javnom prostoru. Kako bi poduzeće ostvarilo svoje ciljeve i provelo marketinške aktivnosti potrebna su sredstva gledajući ukupne prihode i dobit poduzeća. Uz provedbu i financiranje aktivnosti poduzeće provodi detaljnu analizu i kontrolu svih aktivnosti kako bi se osiguralo maksimalno i efektivno iskorištavanje resursa.. Sukladno svemu navedenom izrađen je marketing plan za poduzeće Kandit. U fokus je stavljena NO GUILT linija proizvoda te kroz izradu su predstavljene modifikacije te proširenje postojeće linije novom verzijom NO GUILT čokolada. Postavljeni ciljevi za NO GUILT čokolade provode se kroz strategiju modificiranja postojećih proizvoda i strategijom novog proizvoda u postojećoj NO GUILT liniji uz provođenje odabranih marketinških aktivnosti.
Abstract (english)
This paper presents the theory of marketing planning, starting from company mission and purpose of business up to the analysis of the market in which is operating through primary and secondary research through certain criteria. Company in their current state has internal and external influences which determines consumers attitude and needs. Setting goals after analysis, company state what it wants to achieve, how will achieve them and in which time. The goals determine company business and existing product range with possibility of expansion through new or expanding the existing product line. Goals direct company how will treat stakeholders, the environment, the local community and consumers. Creation of concrete marketing strategy is determined on goals, it strengthen company position and its competitive advantage. Creation and selection of marketing activities depends on the company strategy, activities are implemented and aimed at consumers. Through quality and tradition, the company creates positive reactions from public and increases publicity. If the company want to achieve its goals and implement marketing activities, it requires certain funds determined on total revenues and profit. To achieve efficiency, the company conducts control of all activities. In accordance with everything said, marketing plan has been developed for the company Kandit. The focus of the plan is NO GUILT product line, through production, modifications and expansion of the existing line with new version of NO GUILT chocolate. The goals for NO GUILT chocolates are implemented through the strategy of modifying existing products and strategy of a new product in NO GUILT line with the implementation of marketing activities.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:670300
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-04-20 06:16:14