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undergraduate thesis
TRŽIŠNO POZICIONIRANJE ZVIJEZDA ULJA
završni rad
2016. urn:nbn:hr:124:383970
Rako, Jure
University of Split
Faculty of economics Split

Cite this document

Rako, J. (2016). TRŽIŠNO POZICIONIRANJE ZVIJEZDA ULJA : završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:383970

Rako, Jure. "TRŽIŠNO POZICIONIRANJE ZVIJEZDA ULJA : završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:383970

Rako, Jure. "TRŽIŠNO POZICIONIRANJE ZVIJEZDA ULJA : završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:383970

Rako, J. (2016). 'TRŽIŠNO POZICIONIRANJE ZVIJEZDA ULJA : završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 02 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:383970

Rako J. TRŽIŠNO POZICIONIRANJE ZVIJEZDA ULJA : završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2016 [cited 2024 December 02] Available at: https://urn.nsk.hr/urn:nbn:hr:124:383970

J. Rako, "TRŽIŠNO POZICIONIRANJE ZVIJEZDA ULJA : završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:124:383970

Metadata
TitleTRŽIŠNO POZICIONIRANJE ZVIJEZDA ULJA : završni rad
AuthorJure Rako
MentorDaša Dragnić (mentor)
MBZ: 339135
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2016-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Temom tržišno pozicioniranje proizvoda Zvijezda ulja pokušat će se dokazati važnost pozicioniranja proizvoda u svijesti potrošača. Rad je podijeljen u četiri dijela. U prvom poglavlju su obrađeni neki osnovni marketinški pojmovi kao što su: marketing koncepcija, upravljanje marketingom te marketing kao proces. Unutar marketing procesa objašnjene su faze samog procesa. Unutar faze planiranja marketing programa navedene su i detaljno objašnjene sve faze unutar marketing miksa. Drugo poglavlje dotiče se tržišnog pozicioniranja te nudi izbor i kriterije 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. Poduzeća se trude pozicioniranje ne prepustiti slučaju, već kreiraju marketinške strategije koje njihovim proizvodima ili uslugama daju najveću prednost na odabranom ciljnom tržištu. Strategija pozicioniranja kreira naklonost potrošača prema proizvodu i potrošačima olakšava izbor proizvoda. U trećem poglavlju obrađen je poslovni slučaj Zvijezde d.d. i primjena strategije pozicioniranja na Zvijezda uljima. Posljednji,četvrti dio posvećen je zaključku u kojem se sažeto iznose bitni podaci o istraživanoj temi uz osobni osvrt autora te preporučenu strategiju.
Abstract (english)
The theme of market positioning of Zvijezda oil will try to prove the importance of product positioning in the minds of consumers. The study is divided into four parts. In the first chapter are analyzed some basic marketing concepts such as the marketing concept, marketing management and marketing as a process. Within the marketing process explains the stages of the process. Within the planning stage marketing programs are listed and explained in detail all the stages of the marketing mix. The second chapter touches on market positioning and offers a choice of criteria and positioning. Each product or service must have a clearly defined position in the market. The situation in the consumer's mind is a complex set of perceptions, impressions and feelings by which one product is different from the other. The strategy of positioning creates affection for the product and it facilitates to consumers selection of products. In third chapter is processed business case Zvijezda d.d and implementation of the strategy of positioning of Zvijezda oils. The fourth section is devoted to the conclusion in which are briefly outlined important informations about researched topic with personal view of the author and the recommended strategy.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:383970
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
Terms of useLicence In copyright icon
Created on2016-11-03 10:08:06