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undergraduate thesis
Specifičnosti segmentacije tržišta u automobilskoj industriji
Stručni završni rad
2023. urn:nbn:hr:129:135369
Jaković, Mateo
The University of Applied Sciences Baltazar Zaprešić
Chair of Economics, Management and Marketing

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Jaković, M. (2023). Specifičnosti segmentacije tržišta u automobilskoj industriji : Stručni završni rad (Undergraduate thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:135369

Jaković, Mateo. "Specifičnosti segmentacije tržišta u automobilskoj industriji : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2023. https://urn.nsk.hr/urn:nbn:hr:129:135369

Jaković, Mateo. "Specifičnosti segmentacije tržišta u automobilskoj industriji : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2023. https://urn.nsk.hr/urn:nbn:hr:129:135369

Jaković, M. (2023). 'Specifičnosti segmentacije tržišta u automobilskoj industriji : Stručni završni rad', Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:129:135369

Jaković M. Specifičnosti segmentacije tržišta u automobilskoj industriji : Stručni završni rad [Undergraduate thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2023 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:129:135369

M. Jaković, "Specifičnosti segmentacije tržišta u automobilskoj industriji : Stručni završni rad", Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:129:135369

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Metadata
TitleSpecifičnosti segmentacije tržišta u automobilskoj industriji : Stručni završni rad
Title (english)Specificities of market segmentation in the automotive industry
AuthorMateo Jaković
MentorIvana Lacković (mentor)
Committee memberNikolina Pavičić Rešetar (predsjednik povjerenstva)
GranterThe University of Applied Sciences Baltazar Zaprešić
(Chair of Economics, Management and Marketing)
Zaprešić
Defense date and country2023-02-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Segmentacija tržišta jedna je od tehnika u marketingu koja služi za postizanje kvalitetnijeg upoznavanja potrošača i upravo se to u ovom radu analiziralo kroz specifičnosti automobilske industrije. Poslovanje u autoindustriji postalo je izazovnije no ikada za što je zaslužna kombinacija korona krize, nedostatka čipova i rata te rast cijena goriva. Također, sve veća upotreba digitalnih medija prilikom odabira novih proizvoda nije zaobišla niti ovu industriju. Sve to ističe potrebu za podjelu tržišta na manje segmente prema kojima će se oblikovati marketinški splet i postići konkurentska prednost. U skladu s time, provedena je studija slučaja koja uključuje intervju s poznatim hrvatskim influencerom iz automobilske industrije. U razgovoru s Matkom potvrđuje se važnost segmentacije tržišta, analiziraju se novi trendovi i budućnost u automobilskoj industriji te utjecaj posljednjih svjetskih kriza na ovu industriju.
Abstract (english)
Market segmentation is one of the techniques in marketing that serves to achieve a better understanding with consumers and this is exactly what was analyzed in this paper through the specifics of the automotive industry. Doing business in the automotive industry has become more challenging than ever, due to the combination of the corona crisis, the lack of chips and the war, as well as the rise in fuel prices. Also, the increasing use of digital media when choosing new products has not bypassed this industry either. All this accentuate the need to divide the market into smaller segments according to which the marketing mix will be shaped and a competitive advantage will be achieved. Accordingly to that was made a case study which includes an interview with a well-known Croatian influencer from the automotive industry. By interviewing Matko, the importance of market segmentation is confirmed, new trends and the future in the automotive industry are analysed as well as the impact of recent world crises on this industry.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:129:135369
Study programmeTitle: Business Economy - Undergraduate Professional Study; specializations in: Menadžment uredskog poslovanja
Course: Menadžment uredskog poslovanja
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni provstupnik / stručna prvostupnica menadžmenta uredskog poslovanja (stručni provstupnik / stručna prvostupnica menadžmenta uredskog poslovanja)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-06-01 08:45:19