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master's thesis
STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA D.O.O.
Diplomski rad
2022. urn:nbn:hr:145:850197
Veseličić, Kristina
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Veseličić, K. (2022). STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA 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:145:850197

Veseličić, Kristina. "STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA 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:145:850197

Veseličić, Kristina. "STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA 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:145:850197

Veseličić, K. (2022). 'STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA D.O.O. : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 22 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:850197

Veseličić K. STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA 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 January 22] Available at: https://urn.nsk.hr/urn:nbn:hr:145:850197

K. Veseličić, "STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA 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:145:850197

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Metadata
TitleSTRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA D.O.O. : Diplomski rad
Title (english)STRATEGIC MARKETING PLAN ON THE EXAMPLE OF BUSINESS SUBJECT DNNA D.O.O. : Graduate paper
AuthorKristina Veseličić
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
U diplomskom radu obrađuje se tema strateškog marketinškog plana na primjeru subjekta DNNA. Naglasak se stavlja na praktični dio provedenih i planiranih marketing aktivnosti DNNA brenda te prikaz aktivnosti plasiranja brenda na tržište. Prikazani su misija i vizija DNNA, unutarnja i vanjska analiza tržišta tj. PEST analiza, analiza konkurencije, SWOT analiza i životni ciklus proizvoda (rečenica o provedenom primarnom istraživanju). Na temelju primarnog istraživanja postavljena su tri glavna cilja. Prvi cilj je pojačati svijest o postojanju DNNA brenda mirisa za interijer u Hrvatskoj u odnosu na prethodnu godinu tj. godinu izlaska na tržište. Cilj broj dva je otvaranje novih prodajnih mjesta unutar ključnih turističkih gradova u Hrvatskoj – Zagrebu, Rijeci, Splitu i Osijeku. Treći cilj je unutar godinu dana predstaviti nove proizvode tržištu – miris za drugi dom potrošača, automobil. Postavljeni ciljevi i tržišna niša, omogućili su oblikovanje marketing strategije – proizvoda, cijene, distribucije i promocije. Opis odabranih marketing aktivnosti i zaključaka primarnog istraživanja nalazi se pri kraju rada.
Abstract (english)
The graduate paper focuses on strategic marketing plan on the example of DNNA. Emphasis is placed on the practical part of the implemented and planned marketing activities of a DNNA brand, and the presentation of the activities of placing the brand on the market. The paper describes the mission and vision of DNNA, internal and external market analysis - PEST analysis, competitor analysis, SWOT analysis and product life cycle. (a sentence about the conducted primary research). Based on the primary research, three main goals were set. The first goal is to increase awareness of the existence of DNNA, a luxury interior fragrance brand in Croatia, compared to the previous year (when DNNA was launched on the market). Goal number two is the opening of new shop places within the key tourist cities in Croatia - Zagreb, Rijeka, Split, Osijek. The third goal is to present new products to the market within a year - a fragrance for the second home, car. The set goals and market niche enabled the creation of the marketing strategy - product, price, distribution and promotion. A description of the selected marketing activities and the conclusions of the primary research can be found at the end of the paper.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:850197
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 on2023-06-28 14:18:28