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master's thesis
Marketing-strategije na primjeru Zadruge Vrhunsko vukovarsko
Diplomski rad
2024. urn:nbn:hr:145:528843
Lovrić, Barbara
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Lovrić, B. (2024). Marketing-strategije na primjeru Zadruge Vrhunsko vukovarsko : 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:145:528843

Lovrić, Barbara. "Marketing-strategije na primjeru Zadruge Vrhunsko vukovarsko : 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:145:528843

Lovrić, Barbara. "Marketing-strategije na primjeru Zadruge Vrhunsko vukovarsko : 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:145:528843

Lovrić, B. (2024). 'Marketing-strategije na primjeru Zadruge Vrhunsko vukovarsko : 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:145:528843

Lovrić B. Marketing-strategije na primjeru Zadruge Vrhunsko vukovarsko : 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:145:528843

B. Lovrić, "Marketing-strategije na primjeru Zadruge Vrhunsko vukovarsko : 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:145:528843

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Metadata
TitleMarketing-strategije na primjeru Zadruge Vrhunsko vukovarsko : Diplomski rad
Title (english)Marketing strategy on the example of Vrhunsko Vukovarsko Cooperative : Graduate paper
AuthorBarbara Lovrić
MentorMarija Ham (mentor)
Committee memberHelena Štimac (predsjednik povjerenstva)
Committee memberMarija Ham (član povjerenstva)
Committee memberJelena Franjković (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2024-07-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovim diplomskim radom obrađeni su osnovni pojmovi u marketingu te se detaljnije pojašnjava važnost izbora marketing-strategije za uspješno poslovanje poduzeća. Prikazuju se postupci koje je potrebno napraviti u izgradnji kvalitetne marketing-strategije koja vodi ka ostvarenju zadanih ciljeva. Teorijskim djelom rada prikazano je pojmovno određivanje marketinga i strateškog planiranja, marketing-strategije i brenda. Obrađeni su načini izgradnje marketing-strategije i vrste strategije marketinga što se u praktičnom dijelu rada primjenjuje na primjeru Zadruge Vrhunsko vukovarsko koja okuplja male proizvođače domaćih autohtonih proizvoda iz Vukovara i okolice. Putem anketnog upitnika za potrebe pisanja diplomskog rada provedeno je istraživanje Zadruge Vrhunsko vukovarsko iz kojega je ustanovljeno kako su proizvodi zadruge prepoznati od strane potrošača na lokalnoj razini te postoji interes za njihovom kupovinom i konzumacijom, no i da je poželjno implementirati nove ideje te usavršiti prezentaciju proizvoda, što bi dovelo do bolje pozicije zadruge na tržištu. U završnom dijelu rada predlažu se marketing-strategije kao alati s pomoću kojih bi Zadruga Vrhunsko vukovarsko imala prostora za rast poslovanja te bolju promociju i prepoznatljivost.
Abstract (english)
This thesis covers the basic terms of marketing and explains the importance of choosing a marketing strategy for the successful business activities of a company. It also presents the procedures that need to be followed in creating a quality marketing strategy that would lead to the achievement of the set goals. The theoretical part of the paper presents the conceptual definition of marketing and strategic planning, marketing strategy, and brands. It discusses the ways of building marketing strategies and the types of marketing strategies that are applied in the practical part of the work, using the example of the Vrhunsko Vukovarsko Cooperative, which brings together small producers of domestic autochthonous products from Vukovar and its surroundings. Through a survey questionnaire for the needs of writing this diploma thesis, a survey of the Vrhunsko Vukovarsko Cooperative was conducted, from which it was established that the cooperative's products are recognized by consumers at the local level and that there is interest in their purchase and consumption, but also that it is desirable to implement new ideas and perfect the presentation of the products, which would lead to a better position of the cooperative on the market. In the final part of the paper, marketing strategies are proposed as tools that would allow the Vrhunsko Vukovarsko Cooperative to have room for business growth, greater promotion, and more widespread recognition.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:528843
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 on2025-01-28 16:59:16