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undergraduate thesis
Analiza marketinškog miksa na primjeru tvrtke Apple Inc.
Završni rad
2024. urn:nbn:hr:145:801108
Škorvaga, Ivica
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Škorvaga, I. (2024). 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:145:801108

Škorvaga, Ivica. "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, 2024. https://urn.nsk.hr/urn:nbn:hr:145:801108

Škorvaga, Ivica. "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, 2024. https://urn.nsk.hr/urn:nbn:hr:145:801108

Škorvaga, I. (2024). '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 24 February 2025, https://urn.nsk.hr/urn:nbn:hr:145:801108

Škorvaga I. 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; 2024 [cited 2025 February 24] Available at: https://urn.nsk.hr/urn:nbn:hr:145:801108

I. Škorvaga, "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, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:145:801108

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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
AuthorIvica Škorvaga
MentorMarija Ham (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberMarija Ham (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2024-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketinški miks ključan je faktor za održavanje dugoročne uspješnosti i rasta poduzeća. Pomaže u oblikovanju cjelokupnog poslovanja i identificiranja najefektivnijih strategija poduzeća. Tradicionalno ovaj skup elemenata sastoji se od četiri elementa no prema novijim shvaćanjima marketinškog miksa postoje i tri dodatna elementa: ljudi, procesi i fizički dokazi. Ovaj skup elemenata može poslužiti kao osnova za donošenje adekvatnih poslovnih odluka. Svrha ovog rada je analiziranje ovih elemenata na primjeru poduzeća Apple Inc. Cilj je utvrditi koje su aktivnosti i strategije omogućile dugogodišnje održavanje konkurentnosti i uspješnosti. Rad počinje uvodom koji identificira područje istraživanja nakon čega se teorijski definiraju elementi marketinškog miksa, odnosno postavlja podloga za daljnju analizu. U ovom dijelu rada detaljno su definirana četiri elementa marketinškog miksa: proizvod, cijena, distribucija te promocija. U istraživačkom dijelu rada analizirane su strategije koje je Apple implementirao u svoj marketinški miks te kako on utječe na poslovanje poduzeća. Korištenjem metoda analize i sekundarnih podataka utvrđuju se glavni faktori uspješnosti. Nakon toga rasprava spaja teorijsku podlogu s analizom konkretnog primjera i daje preporuke za potencijalna poboljšanja. U konačnici zaključak zaokružuje cijeli rad i navodi ograničenja do kojih je došlo u procesu istraživanja.
Abstract (english)
Marketing mix is crucial factor for maintaining long-term success and growth of a company. It helps in shaping the overall business operations and helps identify the most effective business strategies. Traditionally, this set of elements consists of four components, but according to more recent understandings of the marketing mix, there are three additional elements: people, processes and physical evidence. This set of elements can serve as a basis for making appropriate business decisions. The purpose of this paper is to analyze these elements on the example of Apple Inc. The goal is to determine which activities and strategies have enabled the company to maintain its competitiveness and success over the years. The paper begins with an introduction that identifies the research area, followed by a theoretical definition of the marketing mix elements, laying the groundwork for further analysis. This section of the paper details the four elements of the marketing mix: product, price, distribution and promotion. In the research part of the paper, the strategies that Apple has implemented in its marketing are analyzed, as well as how it impacts the company’s operations. Using methods of analysis and secondary data, the main success factors are determined. Following this, the discussion connects the theoretical background with the analysis of the specific example and provides recommendations for potential improvements. Finally, the conclusion wraps up the entire paper and mentions the limitations encountered during the research process.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:801108
Study programmeTitle: ECONOMICS AND BUSINESS ECONOMICS - UNDERGRADUATE - UNIVERSITY
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 on2025-01-13 17:20:49