prikaz prve stranice dokumenta MARKETING STRATEGIJE NA PRIMJERU „LEDO plus d.o.o.“
  Download
PDF 1.72 MB
master's thesis
MARKETING STRATEGIJE NA PRIMJERU „LEDO plus d.o.o.“
Diplomski rad
2022. urn:nbn:hr:145:478250
Soldo, Dorian
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Soldo, D. (2022). MARKETING STRATEGIJE NA PRIMJERU „LEDO plus 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:145:478250

Soldo, Dorian. "MARKETING STRATEGIJE NA PRIMJERU „LEDO plus d.o.o.“ : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:478250

Soldo, Dorian. "MARKETING STRATEGIJE NA PRIMJERU „LEDO plus d.o.o.“ : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:478250

Soldo, D. (2022). 'MARKETING STRATEGIJE NA PRIMJERU „LEDO plus d.o.o.“ : Diplomski rad', 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:145:478250

Soldo D. MARKETING STRATEGIJE NA PRIMJERU „LEDO plus d.o.o.“ : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2025 March 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:478250

D. Soldo, "MARKETING STRATEGIJE NA PRIMJERU „LEDO plus d.o.o.“ : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:478250

Please login to the repository to save this object to your list.
Metadata
TitleMARKETING STRATEGIJE NA PRIMJERU „LEDO plus d.o.o.“ : Diplomski rad
Title (english)Marketing strategies on example of "LEDO plus ltd" : Graduate paper
AuthorDorian Soldo
MentorMarija Ham (mentor)
Committee memberHelena Štimac (predsjednik povjerenstva)
Committee memberAna Pap Vorkapić (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 country2022-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj diplomskog rada je analizirati i prikazati marketing strategije poduzeća „LEDO plus d.o.o.“, proučiti tržište i čimbenike zaslužne za njihov uspjeh. Poduzeće se bavi proizvodnjom i distribucijom sladoleda i smrznute hrane. U teorijskom dijelu su se obrađeni su osnovni pojmovi marketinga, marketinški splet i temeljne sastavnice marketing strategije kako bi se utvrdio doprinos marketing strategija uspjehu poduzeća. Nakon toga slijedi analiza situacije iz sekundarnih podataka kroz provedbu... More SWOT i PEST analize, kao i analize konkurencije, a definirale su se i strategije segmentacije, ciljnog tržišta, pozicioniranja i marketinškog spleta. Nadalje, provedeno je primarno istraživanje u obliku online upitnika kako bi se ispitale navike i preferencije potrošača o poduzeću i njegovim proizvodima. Rezultati ukazuju na to da je javna percepcija o kvaliteti proizvoda i poduzeća izrazito pozitivna i da su izgradili snažan brend s lojalnim potrošačima. Također su navedene potencijalne promjene i poboljšanja koja se mogu primijeniti. Poduzeće uz kreativne promotivne kampanje, kontinuirano inoviranje u području proizvoda i praćenje trendova uspijeva zadržati konkurentsku prednost na tržištu. Dobro odabrane marketing strategije poduzeća čine razliku u odnosu na konkurente i zaslužne su za uspjeh na tržištu, a svaki segment marketinškog spleta ispunjava sve uvjete za uspjeh. Kroz širok asortiman kvalitetnih proizvoda, dobro formirane cijene, uhodan i najmoderniji sustav distribucije te zapanjujuće promocijske aktivnosti, poduzeće osigurava svoju poziciju tržišnog lidera. Less
Abstract (english)
The aim of the graduate paper is to analyze and present the marketing strategy of the company "LEDO plus d.o.o.", to study the market and the factors responsible for their success. The company is engaged in the production and distribution of ice cream and frozen foods. In the theoretical part, the paper will define basic concepts of marketing, marketing mix and basic components of marketing strategy in order to determine the significant contribution of marketing strategy to the success of... More the company. This is followed by a situational analysis of secondary data using the methods of SWOT and PEST analysis, as well as competitor analysis, and the company's market segmentation strategy, target market, positioning and marketing mix were analyzed. Furthermore, a primary research in the form of an online questionnaire was conducted to examine consumer habits and preferences about the company and its products. The results indicate that the public perception of product and company quality is extremely positive and that they have built a strong brand with loyal consumers. Potential changes and improvements that can be implemented are also noted. Using creative promotional campaigns, continuous innovation of products and following trends, the company manages to maintain a competitive advantage in the market. Well-chosen marketing strategies of a company make a difference in relation to competitors and are responsible for success in the market, and each segment of the marketing mix meets all the conditions for success. Through a wide range of quality products, well-formed prices, a well-established and state-of-the-art distribution system and stunning promotional activities, the company secures its position as a market leader. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:478250
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 on2023-06-01 08:53:08
accessibility

closeAccessibilityrefresh

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