prikaz prve stranice dokumenta MARKETINŠKI PLAN ZANATSKE PIVOVARE MALI DIV
  Download
PDF 777.2 KB
master's thesis
MARKETINŠKI PLAN ZANATSKE PIVOVARE MALI DIV
Diplomski rad
2021. urn:nbn:hr:145:877648
Iličić, Nikola
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Iličić, N. (2021). MARKETINŠKI PLAN ZANATSKE PIVOVARE MALI DIV : 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:145:877648

Iličić, Nikola. "MARKETINŠKI PLAN ZANATSKE PIVOVARE MALI DIV : 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:145:877648

Iličić, Nikola. "MARKETINŠKI PLAN ZANATSKE PIVOVARE MALI DIV : 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:145:877648

Iličić, N. (2021). 'MARKETINŠKI PLAN ZANATSKE PIVOVARE MALI DIV : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 18 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:877648

Iličić N. MARKETINŠKI PLAN ZANATSKE PIVOVARE MALI DIV : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2025 March 18] Available at: https://urn.nsk.hr/urn:nbn:hr:145:877648

N. Iličić, "MARKETINŠKI PLAN ZANATSKE PIVOVARE MALI DIV : 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:145:877648

Please login to the repository to save this object to your list.
Metadata
TitleMARKETINŠKI PLAN ZANATSKE PIVOVARE MALI DIV : Diplomski rad
Title (english)MARKETING PLAN OF CRAFT BREWERY MALI DIV : Graduate paper
AuthorNikola Iličić
MentorHelena Štimac (mentor)
Committee memberMarija Ham (predsjednik povjerenstva)
Committee memberAna Pap (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2021-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketinški plan je dokument koji je sastavni dio poslovnog plana svakog poslovnog subjekta. U dokumentu su navedene misija i vizija poslovnog subjekta, analize vanjskog i unutarnjeg okruženja, definirani ciljevi, razrađene strategije i taktike kojima se utvrđeni ciljevi žele postići i na kraju očekivani troškovi planiranih marketinških aktivnosti. Marketinški plan pomaže poslovnom subjektu prilikom implementacije marketinških aktivnosti i predstavlja način za njihovu kontrolu i... More vrednovanje. Važno je naglasiti da je ovaj dokument samo rezultat procesa marketinškog planiranja kojim se dolazi do ključnih informacija. Predmet ovog rada je izrada marketinškog plana za zanatsku pivovaru Mali Div. U svrhu rada provedeno je istraživanje tržišta na temelju čijih rezultata su definirani ciljevi koji se žele ostvariti, utvrđene su strategije i aktivnosti kojima se žele postići navedeni ciljevi i navedeni su potrebni troškovi za planirane aktivnosti u razdoblju od 1. rujna 2021. do 1. rujna 2022. godine. Istraživanje je pokazalo kako je 38% ispitanika upoznato s djelovanjem pivovare Mali Div. Nadalje, 64,2% ispitanika se izjasnilo kako do sada nije imalo priliku iskušati piva koja Mali Div ima u ponudi, a 79,3% ispitanika se izjasnilo kako bi bilo voljno isprobati piva iz njihove ponude. Na temelju prikupljenih podataka, glavni definirani cilj, koji se planira ostvariti u prethodno navedenom vremenskom razdoblju, je osnaživanje imidža pivovare i povećanje svijesti potrošača o ponuđenom pivu. Marketinške strategije za ostvarenje definiranih ciljeva su većinski usmjerene na povećanje prisutnosti na društvenim mrežama i komunikaciju sa potrošačima putem novih i tradicionalnih medija. Less
Abstract (english)
A marketing plan is a document that is an integral part of every business plan. The document states the mission and vision of the business entity, analysis of the external and internal environment, defined goals, developed strategies and tactics by which the established goals are to be achieved and finally the expected costs of the planned marketing activities. The marketing plan helps the business entity in the implementation of marketing activities and is a way to control and... More evaluate them. It is important to emphasize that this document is only the result of a marketing planning process that leads to key information. The subject of this paper is the development of a marketing plan for the craft brewery Mali Div. For the purpose of the thesis, a market research was conducted and based on the results of the research, goals were defined, strategies and activities were determined and the necessary costs for planned activities were defined for the period from September 1, 2021 to September 1 2022. The research showed that 38% of the respondents were familiar with the activities of the Mali Div brewery. Furthermore, 64.2% of respondents said that so far they have not had the opportunity to try the beers that Mali Div has to offer, and 79.3% of respondents said that they would be willing to try beers from their offer. Based on the collected data, the main defined goal, which is planned to be achieved in the given period of time, is to strengthen the image of the brewery and increase consumer awareness of the brewerys offer. Marketing strategies to achieve the defined goals are mostly focused at increasing the presence on social networks and communication with consumers through new and traditional media. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:877648
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 on2022-05-09 12:41:44
accessibility

closeAccessibilityrefresh

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