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master's thesis
TRŽIŠNO POZICIONIRANJE HOTELA HVAR U JELSI
Završni rad
2018. urn:nbn:hr:124:899582
Grgičević, Perica
University of Split
Faculty of economics Split

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Grgičević, P. (2018). TRŽIŠNO POZICIONIRANJE HOTELA HVAR U JELSI : Završni rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:899582

Grgičević, Perica. "TRŽIŠNO POZICIONIRANJE HOTELA HVAR U JELSI : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:899582

Grgičević, Perica. "TRŽIŠNO POZICIONIRANJE HOTELA HVAR U JELSI : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:899582

Grgičević, P. (2018). 'TRŽIŠNO POZICIONIRANJE HOTELA HVAR U JELSI : Završni rad', Master's thesis, University of Split, Faculty of economics Split, accessed 02 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:899582

Grgičević P. TRŽIŠNO POZICIONIRANJE HOTELA HVAR U JELSI : Završni rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2024 December 02] Available at: https://urn.nsk.hr/urn:nbn:hr:124:899582

P. Grgičević, "TRŽIŠNO POZICIONIRANJE HOTELA HVAR U JELSI : Završni rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:899582

Metadata
TitleTRŽIŠNO POZICIONIRANJE HOTELA HVAR U JELSI : Završni rad
AuthorPerica Grgičević
MentorDaša Dragnić (mentor)
MBZ: 339135
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog rada je marketinško pozicioniranje hotela Hvar na otoku Hvaru u Jelsi. Pozicioniranje je način na koji je potrošači percipiraju proizvod/uslugu/kompaniju u odnosu na njegovu konkurenciju. Kako bi se osmislila marketinška strategija i marketinški miks, potrebno je napraviti proces koji se zove segmentacija, odabir ciljnog tržišta i pozicioniranje (STP). To je proces od pet koraka, a sastoji se od identifikacije postojeće pozicije poduzeća na tržištu; identificiranja varijabli za segmentaciju i opisivanje potencijalnih segmenata; vrednovanja potencijala svakog segmenta i biranja ciljnog segmenta; identificiranje i razvijanje odgovarajuće strategije pozicioniranja te biranja i primjenjivanja odgovarajuće marketinške strategije. Hotel Hvar je dio turističkog tržišta gdje se segmentacija vrši temeljem geografskih, demografskih, socio-ekonomskih i psiholoških varijabli. Hotel Hvar je poduzeće koje ima 43 zaposlenika i otvoreno je od travnja do listopada. Nalazi se u gradu Jelsi koji je pozicioniran kao obiteljska destinacija. Hotel Hvar nudi buffet doručak i večeru, razne sportske sadržaje, parking, rent a bike/scooter/car itd. Trenutni ciljni segment su im turisti srednje kupovne moći iz cijelog svijeta i Hrvatske. Dugoročni ciljevi su im kontinuiran razvoj i kvaliteta njihovih usluga; fokus na prodaju i marketing te poslovna izvrsnost. Konkurencija su im hoteli: Adriatiq Resort Fontana, Amfora and Arkada. Zaključak provedene analize je da bi hotel Hvar trebao usvojiti strategiju diverzifikacije s uvođenjem novog proizvoda glamping što je luksuzno kampiranje. Ciljni segment bi im trebao ostati isti. Prostori hotela bi se trebali modernizirati s besplatnim bežičnim pristupom internetu, klima uređajima u sobama itd. Za promociju i distribuciju potrebna je veća prisutnost na internetu, uključujući i vlastitu web stranicu, dok bi se cijene trebale određivati na temelju ciljnih segmenata.
Abstract (english)
The topic of this paper is market positioning of hotel Hvar on the island of Hvar, Jelsa. Positioning is a way that a product/service/company is perceived by their consumers in relation to its competitors. In order to come up with a marketing strategy and a marketing mix, a process called segmentation, targeting and positioning (STP) has to be made. It is a five step process that consists of an identification of a current market positions of a company; identification of segmentation variables and description of potential segments; potential evaluation of each segment and determination of target segments; identification and development of an appropriate positioning strategy and the implementation of the chosen marketing strategy. Hotel Hvar is part of a touristic market where segmentation is done based on geographical, demographic, socio-economical and psychographic variables. It is a company with 43 employees that is open from April until October. It is in town Jelsa which is a positioned as a family destination. Hotel Hvar offers buffet breakfast and dinner, various sporting sites, parking, rent a bike/scooter/car etc. Their current segments are tourists from all over the world and Croatia with medium purchasing power. Their long-term goals are continuous development and quality of their services; focus on sales, marketing and business excellence. Its competitors are hotels: Adriatiq Resort Fontana, Amfora and Arkada. In conclusion of made analysis hotel Hvar should adopt a diversification strategy with a new product glamping which is a luxurious camping. Target segment should remain as the current one. The site should be modernized with free Wi Fi, air conditions in all the rooms etc. For promotion and distribution, a larger presence on the in the Internet should be made, including their own website, while the prices should be determined based on the target segments.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:899582
Study programmeTitle: Management; specializations in: Project management, Financial and Tax management, Accounting and Revision
Course: Project management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2018-12-11 11:38:55