| Abstract | Predmet rada je izrada marketinškog plana autoškole Stric. Marketinški plan je vrlo važan kako
bi se definiralo tržište, potrošači, ali i konkurenti. Omogućuje poslovnom subjektu da predvidi
nadolazeće promjene i lakše se nosi s njima. S obzirom na to da danas praktički sve okružuje
marketing, velik broj poduzeća sve više pažnje posvećuje istom. Izradom marketinškog plana
poduzeća provode razne strategije kako bi stvorila vlastiti imidž te ostvarila što veću
prepoznatljivost na tržištu. U teorijskom dijelu rada istaknut će se uloga i važnost marketinškog
planiranja u poslovanju te će se navesti elementi marketinškog plana, dok će se u empirijskom
dijelu rada razviti marketinški plan na primjeru autoškole Stric. Uzevši u obzir da je poslovni
subjekt prisutan na tržištu 30 godina, kako bi se dobio uvid u položaj poslovnog subjekta
prikazat će se rezultati primarnog istraživanja tržišta te će se na temelju dobivenih rezultata
definirati ciljevi i strategije. Danas velik broj ljudi živi užurbano i posjedovanje vozačke
dozvole im je potrebno zbog posla, kupovine, vožnje djece u školu ili zbog dugih putovanja.
Stoga, posjedovanje vozačke dozvole je potreba, a ne luksuz te je prisutnost autoškola važna
kako bi se stvorilo sigurno prometno okruženje za sve sudionike u prometu. Nadalje, u radu će
biti prikazana financijska isplativost promotivnih aktivnosti za autoškolu Stric. Marketinškim
planom nastoji se osigurati prepoznatljivost i rast poduzeća kako bi isto opstalo na tržištu. |
| Abstract (english) | The subject of this thesis is the creation of a marketing plan for the Stric driving school. A
marketing plan is very important in the process of defining the market, consumers, and
competitors. It enables a business entity to anticipate upcoming changes and deal with them
with ease. Given that today practically everything that surrounds us is marketing, many
companies pay more and more attention to it. By creating a marketing plan, companies
implement various strategies to create their image and achieve greater recognition on the
market. In the theoretical part of the thesis, the role and importance of marketing planning in
business will be highlighted and the elements of the marketing plan will be listed, while in the
empirical part of the work, a marketing plan will be developed through the example of Stric
driving school. Considering that the business entity has been present on the market for 30 years,
to gain insight into the position of the business entity, the results of the primary market research
will be presented, and goals and strategies will be defined based on the results obtained. Today,
a lot of people live in a hurry, and they need a driver's license for work, shopping, driving
children to school, or for long trips. Therefore, having a driver's license is a necessity, not a
luxury, and the presence of driving schools is important to create a safe traffic environment for
all traffic participants. Furthermore, the paper will show the financial profitability of
promotional activities for the Stric driving school. The marketing plan aims to ensure the
recognition and growth of the company in order to survive on the market. |
