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undergraduate thesis
Operativno planiranje marketinga
Stručni završni rad
2021. urn:nbn:hr:129:862482
Barbarić, Sara
The University of Applied Sciences Baltazar Zaprešić
Chair of Economics, Management and Marketing

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Barbarić, S. (2021). Operativno planiranje marketinga : Stručni završni rad (Undergraduate thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:862482

Barbarić, Sara. "Operativno planiranje marketinga : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2021. https://urn.nsk.hr/urn:nbn:hr:129:862482

Barbarić, Sara. "Operativno planiranje marketinga : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2021. https://urn.nsk.hr/urn:nbn:hr:129:862482

Barbarić, S. (2021). 'Operativno planiranje marketinga : Stručni završni rad', Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 03 December 2024, https://urn.nsk.hr/urn:nbn:hr:129:862482

Barbarić S. Operativno planiranje marketinga : Stručni završni rad [Undergraduate thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2021 [cited 2024 December 03] Available at: https://urn.nsk.hr/urn:nbn:hr:129:862482

S. Barbarić, "Operativno planiranje marketinga : Stručni završni rad", Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:129:862482

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Metadata
TitleOperativno planiranje marketinga : Stručni završni rad
Title (english)Operational marketing planning
AuthorSara Barbarić
MentorAna Skledar Ćorluka (mentor)
Committee memberSendi Deželić (predsjednik povjerenstva)
GranterThe University of Applied Sciences Baltazar Zaprešić
(Chair of Economics, Management and Marketing)
Zaprešić
Defense date and country2021-11-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Organization and Management
Abstract
Pandemija bolesti Covid – 19 potaknula je poduzeća na rekreiranje ili modificiranje svojih poslovnih strategija posebice u kontekstu marketinga. Marketinške aktivnosti počinju planiranjem, a marketinško planiranje predstavlja tehnologija, skup tehnika i aktivnosti koje pomažu organizaciji u postizanju odgovarajućeg usklađivanja vanjskog okruženja i unutarnjih sposobnosti radi postizanja željenog ishoda pri čemu marketinška strategija uokviruje općenite poslovne ciljeve poduzeća te sadrži postupke kojima će poduzeće rasporediti svoje resurse i sredstva s ciljem povećanje prodaje i upravljanja održivom konkurentskom prednošću. Planiranje marketinga je važno prvenstveno zbog istraživanja tržišta koje pomaže poduzeću da odredi ciljano tržište i dobije uvid u stanje na tržištu, nadalje, marketinško planiranje može značajno pridonijeti uspjehu organizacije te su mnoge tvrtke s financijskim teškoćama prepoznale su potrebu za strukturiranijim pristupom planiranju svog marketinga. Marketinški plan uključuje jasne i strukturirane podatke o tržištima i učinkovit akcijski plan za postizanje marketinških ciljeva tvrtke. Analiza restorana Oro-Goro ukazuje da je potrebna asistencija stručnog marketinškog tima za izradu marketinškog plana koji će sadržavati marketing strategiju i taktike za njenu implementaciju. Utvrđen je potencijal objekta za veći doseg korisnika, osnaženje brenda i proširenje na tržištu te je predložena optimizacija društvenih mreža i korištenje influencer marketinga za postizanje marketinških ciljeva. Također, kako bi buduća istraživanja bila što pouzdanija predlaže se provedba istraživanja pomoću intervjua sa vlasnicima, zaposlenicima i korisnicima te analiza njihovih odgovora o zadovoljstvu sa restoranom, uslugom, cijenama, ambijentom, ponudom i ostalim segmentima.
Abstract (english)
The Covid - 19 disease pandemic has encouraged companies to recreate or modify their business strategies especially in the context of marketing. Marketing activities begin with planning, and marketing planning is a technology, a set of techniques and activities that help the organization to achieve appropriate harmonization of external environment and internal capabilities to achieve the desired outcome, where the marketing strategy funds aimed at increasing sales and managing a sustainable competitive advantage. Marketing planning is important primarily because of market research that helps a company determine the target market and gain insight into the market situation, furthermore, marketing planning can significantly contribute to the success of the organization and many companies with financial difficulties have recognized the need for a more structured approach to marketing planning. The marketing plan includes clear and structured market data and an effective action plan to achieve the company’s marketing goals. The analysis of the Oro-Goro restaurant indicates that the assistance of a professional marketing team is needed to develop a marketing plan that will include a marketing strategy and tactics for its implementation. The potential of the facility for greater user reach, brand empowerment and market expansion was determined, and the optimization of social networks and the use of influencer marketing to achieve marketing goals were proposed. Also, in order to make future research as reliable as possible, it is proposed to conduct research through interviews with owners, employees and customers and analyze their answers about satisfaction with the restaurant, service, prices, ambience, offer and other segments.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:129:862482
Study programmeTitle: Business Administration, Undergraduate Professional Study
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-02-28 14:13:16