| Sažetak | Predmet ovoga rada je izrada marketinškog plana poslovnog subjekta Kandit. Potaknuti
činjenicom kako nam ovo ''moderno doba'' mijenja svakodnevno ljudske navike i život nam
postaje sve užurbaniji, sve manje vremena imamo za sebe i svoje zdravlje. Mnoge
organizacije, poslovni subjekti, razni liječnici, fitness treneri, trude se ukazati ljudima na
važnost pravilne prehrane, koja je nažalost posljedicom ovakvog trenda stavljena u drugi plan.
Kako smo tokom dana okupirani mnoštvom obaveza, i ''spas od gladi'' rješavamo kupnjom
hrane u usputnim pekarama ili prodavaonica, pojedini poslovni subjekti, pa tako i Kandit, o
kojemu ovaj rad i govori, došli su na ideju da ponude proizvode koji će nam u nešto zdravijoj
varijanti zamijeniti svakodnevni slatki užitak bez grižnje savjesti. Kandit, kao najpoznatiji
domaći brand konditorskih proizvoda, neizostavnim usavršavanjem i napretkom tehnologije
nastoji biti u korak sa velikom konkurencijom, kako na hrvatskom tako i inozemnom tržištu,
te u skladu sa trendovima, zadovoljiti svačije nepce. Uzevši u obzir sve opasnije i složenije
okruženje u kojemu poslovni subjekti posluju, marketinškim planom nastoji se omogućiti
jednostavnije poslovanje, te pogled u budućnost prikazati što realnije. Velik broj vanjskih i
unutarnjih čimbenika utječe na profitabilnost poslovanja poslovnog subjekta, pa su upravo
zbog pritiska okruženja, prisiljeni sve češće ulagati u inovacije. Inovacije ne podrazumijevaju
samo potpuno nove proizvode ili usluge, već i ulaganje u postojeće proizvode, koji su
temeljem istraživanja tržišta, doživjeli poneke preinake. Stoga se kroz sljedeće cjeline, unutar
marketing plana na temelju interne i eksterne analize situacije, razmatraju ciljevi i odabire
najpovoljnija marketing strategija na temelju koje će se odrediti najoptimalniji način razvoja i
plasiranja nove Čokolade sa cijelim lješnjacima (s 30% manje šećera) na tržište, te u
konačnici vrednovati ostvarenja. |
| Sažetak (engleski) | The subject of this paper is the development of a marketing plan for the business entity
Kandit. Encouraged by the fact that this "modern age" is changing our human habits every
day and our lives are becoming more and more hectic, we have less and less time for
ourselves and our health. Many organizations, businesses, various doctors, fitness trainers, are
trying to point out to people the importance of proper nutrition, which is unfortunately a
consequence of this trend put in the background. As we are occupied with a lot of obligations
during the day, and we solve "hunger salvation" by buying food in passing bakeries or shops,
some business entities, including Kandit, about whom this paper talks, came up with the idea
to offer products that will to replace us in a slightly healthier variant with everyday sweet
pleasure without remorse. Kandit, as the most famous domestic brand of confectionery
products, with its inevitable improvement and advancement of technology strives to keep pace
with great competition, both in the Croatian and foreign markets, and in accordance with
trends, to satisfy everyone's palate. Taking into account the increasingly dangerous and
complex environment in which business entities operate, the marketing plan seeks to enable
simpler business operations, and to present the view of the future as realistically as possible.
A large number of external and internal factors affect the profitability of the business entity,
so precisely because of pressure of the environment, they are forced to invest more and more
often in innovation. Innovation does not only mean completely new products or services, but
also investment in existing products, which, based on market research, have undergone some
changes. Therefore, through the following units, within the marketing plan based on internal
and external analysis of the situation, the goals are considered and the most favorable
marketing strategy is selected on the basis of which the most optimal way of developing and
placing new Chocolate with whole hazelnuts (with 30% less sugar) will be determined. and
ultimately evaluate accomplishments. |
