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master's thesis
Marketing plan poslovnog subjekta " Gold Caffe"
Diplomski rad
2024. urn:nbn:hr:145:593573
Šabalić, Tena
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Šabalić, T. (2024). Marketing plan poslovnog subjekta " Gold Caffe" : 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:145:593573

Šabalić, Tena. "Marketing plan poslovnog subjekta " Gold Caffe" : 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:145:593573

Šabalić, Tena. "Marketing plan poslovnog subjekta " Gold Caffe" : 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:145:593573

Šabalić, T. (2024). 'Marketing plan poslovnog subjekta " Gold Caffe" : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 03 February 2025, https://urn.nsk.hr/urn:nbn:hr:145:593573

Šabalić T. Marketing plan poslovnog subjekta " Gold Caffe" : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 February 03] Available at: https://urn.nsk.hr/urn:nbn:hr:145:593573

T. Šabalić, "Marketing plan poslovnog subjekta " Gold Caffe" : 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:145:593573

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Metadata
TitleMarketing plan poslovnog subjekta " Gold Caffe" : Diplomski rad
Title (english)Marketing plan of "Gold Caffe" : Graduate paper
AuthorTena Šabalić
MentorHelena Štimac (mentor)
Committee memberMarija Ham (predsjednik povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2024-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketing strategije i marketing plan su strogo povezani jer strategije poslovnom subjektu govore kamo treba ići, a plan je putokaz poslovnom subjektu kako tamo doći. Planiranjem odnosno planom poslovni subjekt može odgovoriti raznim promjenama. Poduzetnik se danas ne može osloniti na podatke iz prošlosti već mora planirati budućnost, zbog toga nastaje marketing planiranje. Tema ovog diplomskog rada je marketing plan na primjeru poslovnog subjekta Gold Caffe. Gold Caffe je moderan novootvoreni ugostiteljski objekt u Višnjevcu koji pruža uslugu pripreme i usluživanje pića. Definiranom vizijom Gold Caffe želi postati ključno mjesto okupljanja u Višnjevcu gdje svaka generacija može pronaći svoje mjesto. Glavni cilj ovog rada je otkriti kako poboljšati trenutno poslovanje poslovnog subjekta,. Provedeno je primarno istraživanje kojim je prikazano zadovoljstvo korisnika uslugom u Gold Caffeu. Najveći dio ispitanika (84,7%) u potpunosti je zadovoljno ukupnom uslugom. Rezultati su otkrili područja za poboljšanje, te su definirane i strategije koje će pridonijeti unapređenju kvalitete usluge i zadovoljstva korisnika, kao što su: proširenje ponude, organizacija događaja te oglašavanje na društvenim mrežama. Navedeno bi trebalo ispuniti šestomjesečni cilj (povećati broj stalnih kupaca za 20%). Pružanjem kvalitetne usluge stvara se lojalna baza korisnika koja širi preporuku, te se s tom strategijom zadržavaju sadašnji korisnici te privlače novi.
Abstract (english)
Marketing strategies and a marketing plan are closely related because strategies tell a business entity where to go, while the plan is the roadmap guiding the business on how to get there. Through planning, a business entity can respond to various changes. An entrepreneur today cannot rely on past data but must plan for the future, which is why marketing planning emerges. The topic of this thesis is a marketing plan for the business entity Gold Caffe. Gold Caffe is a modern newly opened hospitality establishment in Višnjevac that offers beverage preparation and serving services. With a defined vision, Gold Caffe aims to become a key gathering place in Višnjevac where every generation can find its place. The main goal of this paper is to discover how to improve the current operations of the business entity. Primary research was conducted to showcase customer satisfaction with the services at Gold Caffe. The majority of respondents (84.7%) are completely satisfied with the overall service. The results revealed areas for improvement, and strategies were defined to contribute to enhancing service quality and customer satisfaction, such as: expanding the offer, organizing events, and advertising on social media. This should achieve the six-month goal (increasing the number of regular customers by 20%). By providing quality service, a loyal customer base is created that spreads recommendations, thus retaining current customers and attracting new ones with this strategy.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:593573
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 on2025-02-03 07:09:36