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master's thesis
Organizacija međunarodnog marketinga u poduzeću - primjer: Pepco (Pepco group N.V.)
Diplomski rad
2024. urn:nbn:hr:145:404069
Čalić, Karlo
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

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Čalić, K. (2024). Organizacija međunarodnog marketinga u poduzeću - primjer: Pepco (Pepco group N.V.) : 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:145:404069

Čalić, Karlo. "Organizacija međunarodnog marketinga u poduzeću - primjer: Pepco (Pepco group N.V.) : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:404069

Čalić, Karlo. "Organizacija međunarodnog marketinga u poduzeću - primjer: Pepco (Pepco group N.V.) : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:404069

Čalić, K. (2024). 'Organizacija međunarodnog marketinga u poduzeću - primjer: Pepco (Pepco group N.V.) : 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:145:404069

Čalić K. Organizacija međunarodnog marketinga u poduzeću - primjer: Pepco (Pepco group N.V.) : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 January 22] Available at: https://urn.nsk.hr/urn:nbn:hr:145:404069

K. Čalić, "Organizacija međunarodnog marketinga u poduzeću - primjer: Pepco (Pepco group N.V.) : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:145:404069

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Metadata
TitleOrganizacija međunarodnog marketinga u poduzeću - primjer: Pepco (Pepco group N.V.) : Diplomski rad
Title (english)Organization of international marketing in the company - example: Pepco (Pepco group N.V.) : Graduate paper
AuthorKarlo Čalić
MentorMirna Leko Šimić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberMirna Leko Šimić (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Management, Organization and Entrepreneurship)
Osijek
Defense date and country2024-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj diplomski rad ima za cilj otkriti kako je organiziran međunarodni marketing u poduzeću Pepco. Međunarodni marketing postaje nužnost za poduzeća koja žele ulaziti na inozemna tržišta te na njima biti konkurentna. U teorijskom dijelu rada pojmovno se definira međunarodni marketing te organizacija međunarodnog marketinga, vanjski i unutarnji čimbenici organizacije, vrste organizacije kao i ciljevi poduzeća. U praktičnom dijelu navedenom teorijskom podlogom Pepco je identificiran kao multiregionalno poduzeće sa matričnom unutarnjom organizacijom i vrlo ambicioznim ciljem – postati najistaknutiji europski trgovac diskontnim proizvodima. Objašnjeni su vizija i misija Pepca, poslovna strategija koja se uvelike temelji na standardiziranosti te načini na koje Pepco brzo ulazi na inozemna tržišta. Sekundarni podaci su dopunjeni intervjuima sa menadžerima Pepca na višim operativnim razinama. Intervjui daju uvid u to kako međunarodni marketing funkcionira u svakodnevici te uvid u ipak postojeće razlike između regija unatoč velikom stupnju standardiziranosti. Nastavljaju se pitanjima koja se postavljaju prije samog ulaska na tržište, ali i što se poduzima kako bi nastup na novom tržištu bio što uspješniji te završavaju budućim ciljevima Pepca koji se temelje na digitalnoj transformaciji kako bi se približio kupcima. Uspije li se Pepco digitalizirati, napravit će velik korak ka svome glavnom cilju, a proces digitalizacije međunarodnih poduzeća je tema koja poziva na daljnja praćenja i istraživanja.
Abstract (english)
This graduate paper aims to find out how international marketing is organized in the company Pepco. International marketing is becoming a necessity for companies that want to enter foreign markets and be competitive in them. Theoretical part of the work conceptually defines international marketing and the organization of international marketing, external and internal factors of the organization, types of organization and company goals. In the practical part, with the aforementioned theoretical basis, Pepco is identified as a multi-regional company with a matrix internal organization and a very ambitious goal – to become the most prominent European retailer of discount products. The vision and mission of Pepco, the business strategy, which is largely based on standardization, and the ways in which Pepco quickly enters foreign markets are explained. Secondary data were supplemented by interviews with Pepco managers at higher operational levels. The interviews give an insight into how international marketing works in everyday life and an insight into the differences that still exist between the regions, despite the high degree of standardization. They continue with the questions asked before entering the market, but also what is being done to make the entry into the new market as successful as possible, and end with Pepco's future goals, which are based on digital transformation in order to get closer to its customers. If Pepco manages to digitize, it will take a big step towards its main goal, and the digitization process of international companies is a topic that calls for further tracking and research.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:404069
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-01-17 14:27:59