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master's thesis
ANALIZA MARKETING- STRATEGIJE GOSPODARSKOG SUBJEKTA „MALI DIV D.O.O.“
Diplomski rad
2021. urn:nbn:hr:145:721186
Lachner, Tea
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Lachner, T. (2021). ANALIZA MARKETING- STRATEGIJE GOSPODARSKOG SUBJEKTA „MALI DIV D.O.O.“ : 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:145:721186

Lachner, Tea. "ANALIZA MARKETING- STRATEGIJE GOSPODARSKOG SUBJEKTA „MALI DIV D.O.O.“ : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:721186

Lachner, Tea. "ANALIZA MARKETING- STRATEGIJE GOSPODARSKOG SUBJEKTA „MALI DIV D.O.O.“ : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:721186

Lachner, T. (2021). 'ANALIZA MARKETING- STRATEGIJE GOSPODARSKOG SUBJEKTA „MALI DIV D.O.O.“ : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 17 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:721186

Lachner T. ANALIZA MARKETING- STRATEGIJE GOSPODARSKOG SUBJEKTA „MALI DIV D.O.O.“ : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2024 April 17] Available at: https://urn.nsk.hr/urn:nbn:hr:145:721186

T. Lachner, "ANALIZA MARKETING- STRATEGIJE GOSPODARSKOG SUBJEKTA „MALI DIV D.O.O.“ : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:721186

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Metadata
TitleANALIZA MARKETING- STRATEGIJE GOSPODARSKOG SUBJEKTA „MALI DIV D.O.O.“ : Diplomski rad
Title (english)ANALYSIS OF THE MARKETING- STRATEGY OF THE ECONOMIC ENTITY "MALI DIV D.O.O." : Graduate paper
AuthorTea Lachner
MentorAna Pap (mentor)
Committee memberHelena Štimac (predsjednik povjerenstva)
Committee memberAna Pap (član povjerenstva)
Committee memberMarija Ham (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2021-07-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj diplomskog rada istražiti je i analizirati marketing- strategiju na primjeru gospodarskog subjekta „Mali Div d.o.o.“, zanatske pivovare koja se bavi proizvodnjom craft piva. U današnje vrijeme kada je tržište preplavljeno brojnim proizvodima i uslugama, od iznimne je važnosti da poslovni subjekt ima dobru marketing- strategiju kako bi se mogao dalje razvijati i napredovati te biti konkurentan. Odgovarajuća marketing- strategija, također omogućava poduzeću ostvarivanje zacrtanih ciljeva. U radu će biti definiran i objašnjen pojam marketing- strategija, kao i važnost i značenje iste za gospodarski subjekt te će biti opisane temeljne sastavnice marketing- strategije. Osim teorijske podloge, u radu će biti prikazani i analizirani rezultati empirijskog istraživanja, koje će biti provedeno u obliku online upitnika. Istraživanje će se provesti na uzorku ispitanika koji konzumiraju craft piva. Cilj istraživanja je uvidjeti preferencije i navike potrošača vezane uz craft piva te upoznatost potrošača s pivovarom „Mali Div“ i s njihovim proizvodima, odnosno pivima koja imaju u ponudi. S obzirom na sve veći rastući trend craft pivovara na hrvatskom tržištu u radu je istražena i analizirana marketing- strategija male, neovisne zanatske pivovare „Mali Div“, smještene u gradu Osijeku. Kroz istraživanje i analizu marketing- strategije zanatske pivovare „Mali Div“ na kraju rada bit će predložene eventualne promjene i poboljšanja, odnosno preporuke za unaprjeđenje postojeće strategije.
Abstract (english)
The aim of the graduate paper is to research and analyse the marketing- strategy on the example of the company "Mali Div d.o.o.", a craft brewery that produces craft beer. Nowadays, when the market is flooded with many products and services, it is extremely important that the company has a good marketing- strategy in order to be able to further develop and thrive and be competitive. An appropriate marketing- strategy also enables the company to achieve the set goals. The paper will define and explain the concept of marketing- strategy, as well as its importance and significance for the company and will describe the basic components of marketing strategy. In addition to the theoretical basis, the paper will present and analyse the results of empirical research, which will be conducted in the form of an online questionnaire. The research will be conducted on a sample of respondents who consume craft beers. The aim of the research is to see the preferences and habits of consumers related to craft beers and the familiarity of consumers with the brewery "Mali Div" and their products, that is beers they have in offer. Considering the growing trend of craft breweries on the Croatian market, the paper explores and analyses the marketing- strategy of a small, independent craft brewery "Mali Div", located in the city of Osijek. Through research and analysis of the marketing- strategy of the craft brewery "Mali Div", possible changes and improvements will be recommended in the conclusion part of the paper.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:721186
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-04-14 12:06:25