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undergraduate thesis
Marketing strategija domaćeg i stranog proizvoda na hrvatskom tržištu
Završni rad
2020. urn:nbn:hr:145:601668
Šelo, Stjepan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Šelo, S. (2020). Marketing strategija domaćeg i stranog proizvoda na hrvatskom tržištu : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:601668

Šelo, Stjepan. "Marketing strategija domaćeg i stranog proizvoda na hrvatskom tržištu : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:601668

Šelo, Stjepan. "Marketing strategija domaćeg i stranog proizvoda na hrvatskom tržištu : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:601668

Šelo, S. (2020). 'Marketing strategija domaćeg i stranog proizvoda na hrvatskom tržištu : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 16 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:601668

Šelo S. Marketing strategija domaćeg i stranog proizvoda na hrvatskom tržištu : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:145:601668

S. Šelo, "Marketing strategija domaćeg i stranog proizvoda na hrvatskom tržištu : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:601668

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Metadata
TitleMarketing strategija domaćeg i stranog proizvoda na hrvatskom tržištu : Završni rad
Title (english)Marketing strategies of domestic and foreign products on the Croatian market : Final paper
AuthorStjepan Šelo
MentorMirna Leko Šimić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2020-07-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet ovog završnog rada je marketing strategija domaćeg i stranog proizvoda na hrvatskom tržištu. Danas je marketing prisutan na svim razinama ljudskih djelatnosti, bilo u proizvodnji i razmjeni robe, školstvu, zdravstvu, lokalnoj i državnoj administraciji. Međunarodna tržišta su značajna jer potiču rast poduzeća koje radi zasićenosti na domaćem tržištu mora tražiti nove prilike na inozemnom tržištu. Tvrtke stalno moraju razvijati nove proizvode i usluge jer se potrošački ukusi i tehnologija neprestano mijenjaju. Strategija marketinga omogućava rast i razvoj proizvoda i samog poduzeća te je zbog toga vrlo važna. Jednako važno je i znati raspolagati proizvodima kroz sve faze životnog ciklusa, od nastanka proizvoda, rasta i zrelosti proizvoda do opadanja. U radu se govori se općenito o pojmu marketinga i strategijama međunarodnog marketinga, točnije o odluci o izlasku na inozemno tržište, standardiziranoj i diferenciranoj strategiji te segmentaciji tržišta u međunarodnom marketingu. Zatim je riječ o marketing miksu – proizvodu, cijeni, promociji i distribuciji. Nakon toga uspoređeni su domaći i strani proizvodi na hrvatskom tržištu, odnosno opisan je marketinški mix oba proizvoda, konkrentije Podravkina Lino Lada i Nutella talijanske tvrtke Ferrero. U posljednjem dijelu prikazani su podaci prikupljeni temeljem provedene ankete o stavovima hrvatskih potrošača o navedenim proizvodima.
Abstract (english)
The subject of this final paper is the marketing strategy of domestic and foreign products on the Croatian market. Today, marketing is present at all levels of human activity, be it production and exchange of goods, education, health, local and state administration. International markets are important because they encourage the growth of companies that have to look for new opportunities in the foreign market in order to saturate the domestic market. Companies must constantly develop new products and services as consumer tastes and technology are constantly changing. Marketing strategy enables the growth and development of products and the company itself and is therefore very important. It is equally important to know how to manage products thro The paper discusses the general concept of marketing and international marketing strategies, more precisely the decision to enter the foreign market, standardization and differentiated strategy and market segmentation in international marketing. Then there is the marketing mix - production, price, promotion and distribution. After that, domestic and foreign products on the Croatian market were compared, or the marketing mix of both products was described, the tender of Podravka's Lino Lada and Nutella of the Italian company Ferrero. The last part presents data collected on the basis of a survey and the attitudes of Croatian consumers about the products visited.ugh all stages of the life cycle, from product origin, growth and product maturity to decline.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:601668
Study programmeTitle: Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-07-20 12:25:52