| Sažetak | Marketing na globalnoj razini, njegove specifičnosti i važnost razlozi su zašto su neke kompanije uspješne globalno a druge ne, što to one rade drugačije i bolje. Upravo najuspješnije multinacionalne kompanije moraju znati kako razmišljati i djelovati globalno ali i poštovati osobitosti svake kulture na tržištima na kojima djeluju. Ukoliko se ne slijede neka pravila i zakonitosti kompanija ne može globalno poslovati uspješno. Nadalje, moraju poduzimati sve aktivnosti kako bi svoje proizvode i usluge učinili poznatim, prepoznatljivim, inovativnim, privlačnima. Svaka kompanija mora se u određenom periodu suočiti sa
poteškocama, što zbog promjena na koje ne može utjecati što zbog svojih propusta, ali je pritom važno znati suočiti se s problemima, riješiti ih te naučiti ponešto iz njih kako bi se problemi u poslovanju ubuduće izbjegli. Ovim radom prikazana je važnost multinacionalnih kompanija, njihova tajna uspjeha kao i okruženje u kojem djeluju. Nadalje, način stvaranja uspješnog poslovanja uspješnim marketingom, oblikovanje marketinškog miksa, marketing komuniciranje kao i važnost inovacija, prikazat će se strategija potrebna za plasiranje proizvoda kao brenda na tržište Republike Hrvatske. Različite multinacionalne kompanije imaju i različite strategije marketinga. Naime, sve one fokusiraju se na određnu strategiju za koju smatraju da je
najbolja za njihovo poslovanje. Bez obzira na što se fokusirali, svaka kompanija mora prepoznati u čemu su njezine najbolje šanse za uspjeh na tržištu. Bilo da se radi o dodanim vrijednostima, posebnim zahtjevima kupaca, posebnom i prepoznatljivom dizajnu ili nekom drugom aspektu važno je da kompanija dobro procjeni da je to najbolja strategija. Za uspjeh je potrebno puno toga, ali možda najvažnije za kompaniju je znati svoje snage, prepoznati priliku, preuzeti rizik i stalno raditi na novim poboljšanjima kako bi opstali i uspješno poslovali u turbulentnom okruženju. Za potrebe određivanja strategije načinit ce se PEST i SWOT analiza. Kada kompanija postane prepoznatljiva, bilo po kvaliteti, inovativnosti ili nekim drugim prednostima i stekne ugled za očekivati je da će i ostvarivati veliku dobit što je i krajnji cilj. |
| Sažetak (engleski) | Global marketing, its' specifics and importance are the main reasons why some companies are successful, others are not and what it is that the more successful ones do better and differently. The most successful multinational companies need to know how to think and act globally, as well as to respect all the characteristics and every culture present on the markets they are doing business on. If rules and legalities are not followed, a company will not be able to act globally in a successful manner. Furthermore, all activities have to be undertaken, in order for the products and services to be well-known, recognizable, innovative, and attractive for the customers. At some point, every company will encounter difficulties, whether those might be caused by their own errors, or by something they have no control over. What is
important, is to face the problems, to solve them in the best possible way and also to learn something from those mistakes, so that they can be avoided in the future. In this paper, the importance of multinational companies, they secret of success, as well as the environment they are working in will be elaborated. Furthermore, the way in which successful
business is created with successful marketing, designing marketing mix, communication within marketing, as well as the importance of innovations will show itself as a much needed strategy for launching a new product on a specific market, in this case Croatian market. Various multinational companies have different marketing strategies. They all focus on a
specific strategy they think it is the most suitable one for their business. No matter what their focus is on, every company has to recognize which one is the best for the business. Whether it has to do with some added values, special requests from the costumers, special and well -known design or some other aspect is important that company choses the right
strategy. A lot of things are important for success, but most of all it is important that a company knows its strengths, to recognize opportunities, take on risks and constantly work on improvements in order to maintain competitive on a turbulent market. A PEST and SWOT analysis will be used to determine marketing strategies. Once a company becomes recognizable, whether for its quality, innovation or other advantages, and in this way gains prestige, what can be expected, is that it will achieve huge revenue, what in the essence is the main goal of global marketing. |
