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master's thesis
Marketing-strategija na primjeru tvrtke Violeta
Diplomski rad
2024. urn:nbn:hr:145:099932
Kozić, Antonela
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Kozić, A. (2024). Marketing-strategija na primjeru tvrtke Violeta : 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:145:099932

Kozić, Antonela. "Marketing-strategija na primjeru tvrtke Violeta : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:099932

Kozić, Antonela. "Marketing-strategija na primjeru tvrtke Violeta : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:099932

Kozić, A. (2024). 'Marketing-strategija na primjeru tvrtke Violeta : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 28 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:099932

Kozić A. Marketing-strategija na primjeru tvrtke Violeta : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 January 28] Available at: https://urn.nsk.hr/urn:nbn:hr:145:099932

A. Kozić, "Marketing-strategija na primjeru tvrtke Violeta : Diplomski rad", Master's 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:145:099932

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Metadata
TitleMarketing-strategija na primjeru tvrtke Violeta : Diplomski rad
Title (english)Marketing Strategy on the Example of the Violeta company : Graduate paper
AuthorAntonela Kozić
MentorMarija Ham (mentor)
Committee memberMarija Ham (predsjednik povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
Committee memberJelena Franjković (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2024-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom diplomskom radu obradit će se pojam marketing, marketinški miks te istraživanje tržišta. U teorijskom dijelu je glavni fokus marketing-strategija. Naravno osim definiranja pojma marketing-strategije, prikazat će se osnovne faze i struktura strateškog marketing plana te općenito osnovni pojmovi u izgradnji marketing-strategije. Glavni dio ovog diplomskog rada je upravo analiza marketing-strategija na primjeru tvrtke Violeta. Osim osnovnih podataka o tvrtki prikazat će se unutarnja i vanjska analiza te strategije marketinškog miksa tvrtke Violeta. Cilj istraživanja je prikazati koje Violeta proizvode ispitanici najviše koriste, kako su zadovoljni kvalitetom i ponudom tvrtke te jesu li upućeni u društveno odgovorno poslovanje Violete. Analiza tvrtke Violeta je odabrana zbog toga što je regionalni lider higijenskih proizvoda, ali i zato što se zalaže za društveno odgovorno poslovanje kroz razne donacije proizvoda i pružanja financijske pomoći te jer je tvrtka privržena načelima održivog razvoja.
Abstract (english)
In this graduate paper, the concept of marketing, marketing mix and market research will be discussed. In the theoretical part, the main focus is marketing strategy. Of course, in addition to defining the concept of marketing strategy, the basic phases and structure of a strategic marketing plan will be presented, as well as general basic concepts in building a marketing strategy. The main part of this graduate paper is the analysis of marketing strategies on the example of Violeta. In addition to basic information about the company, the internal and external analysis and marketing mix of Violeta will be presented. The goal of the research is to show which Violeta products the respondents use the most, how satisfied they are with the company's quality and offer, and whether they are familiar with Violeta's socially responsible operations. The analysis of the company Violeta was chosen because it is a regional leader in hygiene products, but also because it advocates for socially responsible business through various product donations and providing financial assistance, and because the company is committed to the principles of sustainable development.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:099932
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 on2025-01-27 16:45:56