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master's thesis
MARKETING-STRATEGIJA NA PRIMJERU PODUZEĆA PODRAVKA D.D
Diplomski rad
2022. urn:nbn:hr:145:644361
Horvat Milojević, Suzana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Horvat Milojević, S. (2022). MARKETING-STRATEGIJA NA PRIMJERU PODUZEĆA PODRAVKA D.D : 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:145:644361

Horvat Milojević, Suzana. "MARKETING-STRATEGIJA NA PRIMJERU PODUZEĆA PODRAVKA D.D : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:644361

Horvat Milojević, Suzana. "MARKETING-STRATEGIJA NA PRIMJERU PODUZEĆA PODRAVKA D.D : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:644361

Horvat Milojević, S. (2022). 'MARKETING-STRATEGIJA NA PRIMJERU PODUZEĆA PODRAVKA D.D : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 21 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:644361

Horvat Milojević S. MARKETING-STRATEGIJA NA PRIMJERU PODUZEĆA PODRAVKA D.D : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 April 21] Available at: https://urn.nsk.hr/urn:nbn:hr:145:644361

S. Horvat Milojević, "MARKETING-STRATEGIJA NA PRIMJERU PODUZEĆA PODRAVKA D.D : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:644361

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Metadata
TitleMARKETING-STRATEGIJA NA PRIMJERU PODUZEĆA PODRAVKA D.D : Diplomski rad
Title (english)MARKETING-STRATEGY ON THE EXAMPLE OF THE COMPANY PODRAVKA D.D. : Graduate paper
AuthorSuzana Horvat Milojević
MentorMarija Ham (mentor)
Committee memberHelena Štimac (predsjednik povjerenstva)
Committee memberAna Pap Vorkapić (član povjerenstva)
Committee memberMarija Ham (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2022-07-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom diplomskom radu fokus je stavljen na važnost svih koraka prije izbora same marketing strategije kako bi na kraju ona dala najbolje rezultate. Teorijski dio rada se bazira na osnovnim pojmovima o marketingu, pojmovnom određenju marketing-strategije i izboru najbolje strategije ovisno o ostalim čimbenicima poslovanja. U praktičnom dijelu rada, a na temelju proučene teorije, uzeto je za primjer poduzeće Podravka d.d., i napravljena je unutarnja i vanjska analiza, i nekoliko različitih strategija za strateški poslovni segment prehrane. U analizi dobivenih rezultata, putem upitnika, dobiven je uvid u preferencije i stavove o samom poduzeću Podravka, te o kremnom namazu Lino Lada kao jednoj od marki strateškog poslovnog segmenta prehrana. Na kraju rada daju se prijedlozi kako poboljšati trenutnu marketing-strategiju promatranog poduzeća.
Abstract (english)
This graduation thesis' focus is put on the importance of all the steps necessary before choosing the marketing strategy that will ultimately give the best result. Theoretical part of thesis is based on fundamental concepts of marketing, conceptual definition of marketing strategy, and the selection of the best strategy, considering other factors of conducting a business. For the practical part of thesis, Podravka d.d. was taken as an example of the company to describe the internal and external analytics, and several different strategies for strategic business segment of nutrition, all based on theoretical research. The analysis of the results collected through consumer Q&A survey gives an insight into preferences and attitudes towards the mentioned company itself, as well as towards company's product Lino Lada cream spread, being one of the brands in strategic business segment of nutrition. The last part of thesis offers suggestions and ideas on how to improve the current marketing strategy of the company observed.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:644361
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-04-26 11:20:35