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undergraduate thesis
TRŽIŠNO POZICIONIRANJE GRAĐEVINSKOG OBRTA PRANJIĆ
Završni rad
2018. urn:nbn:hr:124:978847
Pranjić, Valentina
University of Split
Faculty of economics Split

Cite this document

Pranjić, V. (2018). TRŽIŠNO POZICIONIRANJE GRAĐEVINSKOG OBRTA PRANJIĆ : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:978847

Pranjić, Valentina. "TRŽIŠNO POZICIONIRANJE GRAĐEVINSKOG OBRTA PRANJIĆ : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:978847

Pranjić, Valentina. "TRŽIŠNO POZICIONIRANJE GRAĐEVINSKOG OBRTA PRANJIĆ : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:978847

Pranjić, V. (2018). 'TRŽIŠNO POZICIONIRANJE GRAĐEVINSKOG OBRTA PRANJIĆ : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 17 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:978847

Pranjić V. TRŽIŠNO POZICIONIRANJE GRAĐEVINSKOG OBRTA PRANJIĆ : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2024 April 17] Available at: https://urn.nsk.hr/urn:nbn:hr:124:978847

V. Pranjić, "TRŽIŠNO POZICIONIRANJE GRAĐEVINSKOG OBRTA PRANJIĆ : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:978847

Metadata
TitleTRŽIŠNO POZICIONIRANJE GRAĐEVINSKOG OBRTA PRANJIĆ : Završni rad
AuthorValentina Pranjić
MentorDaša Dragnić (mentor)
MBZ: 339135
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Temom tržišno pozicioniranje građevinskog obrta Pranjić pokušat će se dokazati važnost pozicioniranja proizvoda u svijesti potrošača. Rad je podijeljen u četiri dijela. U prvom dijelu su obrađeni neki osnovni marketinški pojmovi kao što su marketing koncepcija, marketing strategija te marketing miks kao skup marketinških instrumenata. Drugo dio ističe važnost tržišnog pozicioniranja koje je prikazano kao proces počevši od identificiranja konkurentskih prednosti, identificiranja atributa za pozicioniranje te analiziranja postojeće pozicije koja vodi prema izboru strategije pozicioniranja. Svaki proizvod ili usluga moraju imati jasno određen položaj na tržištu. Položaj u mislima potrošača predstavlja složeni skup percepcija, dojmova i osjećaja po kojima se jedan proizvod razlikuje od drugoga. Kreiranjem marketinške strategije, poduzeća svojim proizvodima i uslugama daju prednost na odabranom ciljnom tržištu. Zahvaljujući strategiji pozicioniranja stvara se naklonost kupaca koja im olakšava izbor proizvoda, odnosno usluge. U trećem dijelu obrađen je poslovni slučaj građevinskog obrta Pranjić i pozicioniranje prema atributima koje su istaknuli kupci. Posljednji, četvrti dio posvećen je zaključku u kojem se sažeto iznose bitni podaci o istraživanoj temi.
Abstract (english)
The market positioning of the construction trade Pranjić will try to prove the importance of product positioning in consumer consciousness. The work is divided into four parts. In the first part some basic marketing concepts such as marketing concepts, marketing strategies, and marketing mixes are discussed as a set of marketing tools. The second part highlights the importance of market positioning as a process starting from identifying competitive advantages, identifying attributes for positioning and analyzing the existing position leading to the choice of positioning strategy. Every product or service must have a clear position on the market. The position in consumer thoughts is a complex set of perceptions, impressions and feelings by which one product differs from the other. By creating a marketing strategy, the company gives its products and services an advantage in the chosen target market. Thanks to the positioning strategy, customer preference is created, which makes it easier for them to choose a product or service. The third part deals with the business case of Pranjić's construction trade and positioning according to the attributes pointed out by the buyers. The last part of the fourth part is devoted to a conclusion summarizing the essentials of the research topic.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:978847
Study programmeTitle: Small Enterprise Management
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
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Created on2018-11-22 10:32:34