prikaz prve stranice dokumenta Proces marketinškog planiranja na primjeru gospodarskog subjekta Bobi snacks d.o.o.
Access restricted to students and staff of home institution
master's thesis
Proces marketinškog planiranja na primjeru gospodarskog subjekta Bobi snacks d.o.o.
2017. urn:nbn:hr:145:361149
Stojanović, Björn Tomo
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Stojanović, B. T. (2017). Proces marketinškog planiranja na primjeru gospodarskog subjekta Bobi snacks d.o.o. (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:145:361149

Stojanović, Björn Tomo. "Proces marketinškog planiranja na primjeru gospodarskog subjekta Bobi snacks d.o.o.." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:361149

Stojanović, Björn Tomo. "Proces marketinškog planiranja na primjeru gospodarskog subjekta Bobi snacks d.o.o.." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:361149

Stojanović, B. T. (2017). 'Proces marketinškog planiranja na primjeru gospodarskog subjekta Bobi snacks d.o.o.', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 31 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:361149

Stojanović BT. Proces marketinškog planiranja na primjeru gospodarskog subjekta Bobi snacks d.o.o. [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2025 March 31] Available at: https://urn.nsk.hr/urn:nbn:hr:145:361149

B. T. Stojanović, "Proces marketinškog planiranja na primjeru gospodarskog subjekta Bobi snacks d.o.o.", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:361149

Please login to the repository to save this object to your list.
Metadata
TitleProces marketinškog planiranja na primjeru gospodarskog subjekta Bobi snacks d.o.o.
Title (english)PROCESS OF MARKETING PLANNING SHOWN AT THE EXAMPLE OF THE ECONOMIC SUBJECT BOBI SNACKS D.O.O.
AuthorBjörn Tomo Stojanović
MentorHelena Štimac (mentor)
Committee memberHelena Štimac (predsjednik povjerenstva)
Committee memberIvan Ferenčak (član povjerenstva)
Committee memberSanja Pfeifer (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-09-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu je detaljno prikazano mjesto marketinškog planiranja u marketinškoj svakodnevici te sveukupni tijek marketinškog planiranja uključujući sve pojedine korake i podfaze koji taj proces podrazumijeva. Na početku je izložen razlog odabira ove teme i njena važnost za današnje gospodarske subjekte u obliku uvoda. Slijedi prikaz metodologije rada uključujući cilj istraživanja, prostornog, vremenskog i predmetnog razgraničenja kao i izvor podataka i primjenjene metode. Početak teorijskog dijela... More rada predstavlja osnovna definicija marketinga i marketinškog planiranja kao i glavne smjernice za izradu marketinškog planiranja te prednosti koje isti pruža. Zatim se svaka faza procesa planiranja u zasebnom potpoglavlju detaljno objašnjava. U sklopu analize situacije izneseni su alati poput SWOT analize, BCG matrice, GE matrice, benchmarking procesa, životnog ciklusa proizvoda, PESTLE analize i osnovne četiri metode istraživanja tržišta. Nakon toga je prikazana razlika između kvalitativnih i kvantitavnih marketinških ciljeva uključujući procese segmentacije tržišta. Poslije određivanja ciljeva izložene su glavne skupine marketinških strategija poput porterovih generičkih strategija, strategije rasta, strategije marketinškog miksa i strategije životnog ciklusa proizvoda. Na samome kraju teorijskog dijela objašnjena je važnost marketinškog budžetiranja, u obliku izrade financijskog plana i praćenja financijskih pokazatelja, kao i organizacije marketinške funkcije i primjene samog plana. Stečena saznanja iz ovog djela primjenjuju se zatim u praktičnom dijelu na primjeru gospodarskog subjekta Bobi Snacks d.o.o. Ponuđen je osnovni pregled gospodarskog subjekta kao i sažetak za upravu. Slijedi iscrpna analiza situacije primjenjujući SWOT analizu, analizu konkurencije i anketno ispitivanje. Postavljeni cilj razvoj branda pokušava se postići uz priložene argumentirane marketinške strategije i taktike. Naposljetku praktičnog dijela rada izrađen je financijski i vremenski plan predviđenih aktivnosti. Kraj rada predstavlja zaključak gdje se rezimiraju najvažniji dijelovi cjelokupnog rada. Less
Abstract (english)
The paper presents a detailed description of the place marketing planning takes in marketing everyday life and the overall marketing planning process, including all the steps and sub-stages that this process implies. At the beginning the reason for choosing this topic as well as its importance for today's economic entities is explained in the form of an introduction. It follows an overview of the work methodology including the research goal, spatial, temporal and subject delimitation as well... More as the data source and the methods applied. The beginning of the theoretical part of the paper shows the basic definition of marketing and marketing planning as well as the main guidelines for marketing planning and its benefits. Then, each phase of the planning process is explained in detail in a separate sub-chapter. As part of the situation analysis, tools such as SWOT analysis, BCG matrix, GE matrix, benchmarking process, product life cycle, PESTLE analysis and the basic four market research methods were presented. Thereafter, the difference between qualitative and quantitative marketing goals, including market segmentation processes, is explained. After setting goals, the main groups of marketing strategies such as porter's generic strategies, growth strategies, marketing mix strategies, and product life cycle strategies are exposed. At the very end of the theoretical part the importance of marketing budgeting is explained in the form of financial plan design and financial indicators monitoring, as well as the importance of marketing organization and implementation of the plan itself. The acquired knowledge of this work is then applied in the practical part at the example of the business entity Bobi Snacks Ltd. A basic overview of the business entity as well as a summary for the administration was offered. After that follows an exhaustive analysis of the situation by applying SWOT analysis, competition analysis and online surveys. The goal of further brand development will be achieved by applying the listed and argumented marketing strategys and tactics of this work. At the end of the practical part of the work, a financial and time schedule of the foreseen activities was created. The end of the work shows a conclusion where the most important parts of the overall work are summarized. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:361149
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-10-05 10:33:49
accessibility

closeAccessibilityrefresh

If you wish to permanently save changes, click on Save, if not - your settings will be reset when you restart the browser.