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master's thesis
Marketinški plan poduzeća INA d.d.
2019. urn:nbn:hr:145:848887
Kekez, Dino
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Kekez, D. (2019). Marketinški plan poduzeća INA d.d. (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:145:848887

Kekez, Dino. "Marketinški plan poduzeća INA d.d.." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:848887

Kekez, Dino. "Marketinški plan poduzeća INA d.d.." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:848887

Kekez, D. (2019). 'Marketinški plan poduzeća INA d.d.', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 19 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:848887

Kekez D. Marketinški plan poduzeća INA d.d. [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2025 March 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:848887

D. Kekez, "Marketinški plan poduzeća INA d.d.", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:848887

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Metadata
TitleMarketinški plan poduzeća INA d.d.
Title (english)Marketing plan of INA Ltd.
AuthorDino Kekez
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 country2019-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Strateški način pristupa marketingu iznimno je važan za poduzeće koje želi rasti i napredovati. Marketinški plan poduzeću značajno pomaže da se nosi s neizvjesnim i turbulentnim poslovnim okruženjem kojeg karakterizira visoki stupanj konkurencije, a dobar marketinški plan mora biti kratak, jasan, precizan i dosljedan izvršavanju mnogobrojnih zadataka i aktivnosti koji doprinose ostvarenju organizacijskih ciljeva kao što su rast, širenje tržišta ili povećanje profita. Poduzeća moraju imati... More dobro razrađenu misiju, viziju i svrsishodne, pametno određene, jasne, vremenski definirane ciljeve koje će ostvariti pažljivom strategijom i taktičkim načinima planiranja cijene, distribucije, promocije i proizvoda. Poduzeće mora staviti i veliki naglasak na praćenje konkurencije i analizu situacije na tržištu. Planiranje se provodi dugoročno, srednjoročno i kratkoročno, na svim funkcijama poduzeća, pa tako i u marketingu. U ovom radu obrađuje se marketinški plan na primjeru poduzeća INA d.d. Na temelju primarnog istraživanja s 82 ispitanika, izrađeni ciljevi odnose se primarno na povećanje percipirane kvalitete proizvoda i broja korisnika kartica vrijednosti INA benzinskih postaja, a strategije i taktike izvršavanja tih ciljeva fokusiraju se na korištenju promocijskih aktivnosti kojima se poboljšava percepcija o kvaliteti. Less
Abstract (english)
The strategic approach to marketing is extremely important for a business that wants to grow and thrive. The marketing plan significantly helps the company cope with the uncertain and turbulent business environment characterized by a high degree of competition, and a good marketing plan must be short, clear, precise and consistent in performing numerous tasks and activities that contribute to the achievement of organizational goals such as growth, market expansion. or increasing profits.... More Businesses must have a well-crafted mission, vision and purposeful, smartly-defined, clear, timed goals that they will achieve with careful strategy and tactical ways to plan pricing, distribution, promotion and products. The company must also place great emphasis on monitoring competition and analyzing the market situation. Planning is carried out in the long, medium and short term, in all functions of the company, including in marketing. This paper deals with the marketing plan based on the example of INA d.d. According to a survey of 82 respondents, the goals created relate primarily to increasing the perceived quality of the product and the number of users of INA petrol station value cards, and the strategies and tactics for fulfilling these goals focus on the use of promotional activities that improve the perception of quality. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:848887
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 on2020-01-21 09:38:01
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