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master's thesis
PRODAJNA STRATEGIJA U FUNKCIJI KONKURENTNOGA POZICIONIRANJA LUKSUZNIH MARKI MODNIH DODATAKA
diplomski rad
2022. urn:nbn:hr:124:584082
Maltež, Marija
University of Split
Faculty of economics Split

Cite this document

Maltež, M. (2022). PRODAJNA STRATEGIJA U FUNKCIJI KONKURENTNOGA POZICIONIRANJA LUKSUZNIH MARKI MODNIH DODATAKA : diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:584082

Maltež, Marija. "PRODAJNA STRATEGIJA U FUNKCIJI KONKURENTNOGA POZICIONIRANJA LUKSUZNIH MARKI MODNIH DODATAKA : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:584082

Maltež, Marija. "PRODAJNA STRATEGIJA U FUNKCIJI KONKURENTNOGA POZICIONIRANJA LUKSUZNIH MARKI MODNIH DODATAKA : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:584082

Maltež, M. (2022). 'PRODAJNA STRATEGIJA U FUNKCIJI KONKURENTNOGA POZICIONIRANJA LUKSUZNIH MARKI MODNIH DODATAKA : diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 20 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:584082

Maltež M. PRODAJNA STRATEGIJA U FUNKCIJI KONKURENTNOGA POZICIONIRANJA LUKSUZNIH MARKI MODNIH DODATAKA : diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2022 [cited 2024 December 20] Available at: https://urn.nsk.hr/urn:nbn:hr:124:584082

M. Maltež, "PRODAJNA STRATEGIJA U FUNKCIJI KONKURENTNOGA POZICIONIRANJA LUKSUZNIH MARKI MODNIH DODATAKA : diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:124:584082

Metadata
TitlePRODAJNA STRATEGIJA U FUNKCIJI KONKURENTNOGA POZICIONIRANJA LUKSUZNIH MARKI MODNIH DODATAKA : diplomski rad
AuthorMarija Maltež
MentorNeven Šerić (mentor)
MBZ: 284496
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2022-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Luksuzne marke modnih dodataka koriste jedinstveni marketinški splet. Naime, one djeluju na specifičnome tržištu gdje se prodaje mnogo više od samoga proizvoda. Uz ispunjavanje potreba kupaca, potrebno je i stvoriti superiornost nad konkurentima kako bi se zauzela željena tržišna pozicija. U tu svrhu, u sklopu marketinškoga plana je potrebno kreirati prodajnu strategiju koja omogućava izvršenje navedenih ciljeva. U radu su objašnjeni teorijski pristupi prilikom stvaranja konkurentnosti marke i upravljanja prodajom. Odabir ispravne strategije je od krucijalne važnosti jer putem iste marka komunicira svoju konkurentnu prednost. Uz navedeno, opisane su karakteristike tržišta luksuznih marki modnih dodataka, te su analizirani čimbenici potražnje za navedenim dobrima. Analiza navedenih čimbenika potražnje je nužna kako bi se stvorila šira slika o faktorima uspjeha na navedenom tržištu. Kroz empirijski dio rada je osmišljen prodajni model. Prodajni model je temeljen na analizi komponenti prodajnih strategija tri gospodarska subjekta. Nadalje, kroz anketni upitnik je testirano mišljenje potrošača o navedenom prodajnom modelu.
Abstract (english)
Luxury fashion accessory brands use a unique marketing mix. They operate in a specific market in which they sell much more than the product itself. In addition to meeting customer needs, it is also necessary to create superiority over competitors in order to occupy the desired market position. To this end, as part of the marketing plan, it is necessary to create a sales strategy that enables the implementation of these goals. This paper explains the theoretical approaches in creating brand competitiveness and sales management. Choosing the right strategy is crucial, because through the chosen strategy brand communicates its competitive advantage. In addition, characteristics of the market of luxury fashion accessories brands are described, and the demand factors for these goods are analyzed. An analysis of the above demand factors is necessary in order to create a broader picture of the success factors in the said market. Through the empirical part of the paper, a sales model was designed. The sales model is based on the analysis of the components of the sales strategies of three economic entities. Furthermore, consumer opinion on the mentioned sales model was tested through a survey questionnaire.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:584082
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-10-31 10:09:21