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undergraduate thesis
ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU TVRTKE APPLE INC.
Završni rad
2022. urn:nbn:hr:145:100806
Klasan, Nives
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Klasan, N. (2022). ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU TVRTKE APPLE INC. : 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:145:100806

Klasan, Nives. "ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU TVRTKE APPLE INC. : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:100806

Klasan, Nives. "ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU TVRTKE APPLE INC. : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:100806

Klasan, N. (2022). 'ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU TVRTKE APPLE INC. : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 22 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:100806

Klasan N. ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU TVRTKE APPLE INC. : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 November 22] Available at: https://urn.nsk.hr/urn:nbn:hr:145:100806

N. Klasan, "ANALIZA MARKETINŠKOG MIKSA NA PRIMJERU TVRTKE APPLE INC. : Završni rad", Undergraduate 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:145:100806

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Metadata
TitleANALIZA MARKETINŠKOG MIKSA NA PRIMJERU TVRTKE APPLE INC. : Završni rad
Title (english)MARKETING MIX ANALYSIS ON THE EXAMPLE OF THE APPLE INC. COMPANY : Final paper
AuthorNives Klasan
MentorMarija Ham (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketing miks jedan je od temeljnih i najvažnijih pojmova u okviru marketinga. Njegova se važnost očituje u činjenici da stvaranje marketinškog miksa poslovnim subjektima omogućuje formuliranje odgovarajuće marketinške strategije, otkrivanje i razvijanje vlastitih snaga, ispravljanje slabosti, veću konkurentnost na tržištu i slično. Adekvatno postavljen i razrađen marketing miks temelj je za donošenje odluka vezanih za marketinške napore te, u konačnici, i za posljedice cjelokupnog poslovanja. Svrha je ovog rada detaljna obrada svakog pojedinog elementa marketinškog miksa te primjena teorijskih spoznaja na praktičnom primjeru. Rad započinje uvodom u kojemu se uspostavlja istraživačko područje te se referira na trendove vezane za marketinški miks. Potom slijedi teorijska podloga u kojoj se detaljno obrađuju tzv. „4P“ elementi, odnosno elementi marketinškog miksa, a to su proizvod, cijena, distribucija te promocija. Navode se teorijske spoznaje te moguće strategije za svaki pojedini element. Zatim se povijesnom metodom te metodama analize i indukcije provodi istraživanje, točnije istražuje se praktični primjer marketinškog miksa. U radu se analizira marketing miks tvrtke Apple Inc., najvrjednijeg brenda na svijetu proteklih desetak godina (Statista). Analizira se povezanost i usklađenost pojedinih elemenata njihovog marketinškog miksa, dok se u raspravi utvrđuju eventualni nedostaci te daju preporuke za optimizaciju svakog pojedinog elementa. Rad se završava zaključkom koji predstavlja svojevrsnu sintezu čitavoga rada.
Abstract (english)
Marketing mix is one of the fundamental and most important concepts within marketing. Its importance is reflected in the fact that creating a marketing mix allows businesses to formulate an appropriate marketing strategy, discover and develop their own strengths, correct weaknesses, improve their competitiveness in the market etc. Adequately set and developed marketing mix is the basis for making decisions related to marketing efforts and, ultimately, for the consequences of the entire business. The purpose of this paper is a detailed interpretation of each individual element of the marketing mix and the application of theoretical knowledge on a practical example. The paper begins with an introduction establishing a research area and referring to trends related to the marketing mix. Then there is the theoretical background in which the so-called "4P" elements (product, price, distribution and promotion), elements of the marketing mix, are interpreted in detail. Then, by the historical method and methods of analysis and induction, research is carried out. More precisely, a practical example of a marketing mix is investigated. The paper analyses the marketing mix of Apple Inc., the most valuable brand in the world for the past decade (Statista). The connection and coherence of certain elements of their marketing mix is analysed, while the discussion identifies any shortcomings and makes recommendations for optimization of each individual element. The paper ends with a conclusion that represents a synthesis of the whole work.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:100806
Study programmeTitle: Marketing
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
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Created on2023-05-11 15:01:09