master's thesis
MARKETING PLAN RAZVOJA USTANOVE DES SPLIT

Tihana Balov (2017)
University of Split
Faculty of economics Split
Metadata
TitleMARKETING PLAN RAZVOJA USTANOVE DES SPLIT : Završni rad
AuthorTihana Balov
Mentor(s)Daša Dragnić (thesis advisor)
Abstract
Kako bi se zadovoljile potrebe različitih dionika na tržištu mora ih se dobro poznavati te stvoriti bolju ponudu od konkurencije. Kako bi se to uspješno izvršilo definira se marketinška strategija potrebno ju je isplanirati, provesti i kontrolirati. Svaka organizacija koja posjeduje određene resurse i ima svoj cilj radi na strategiji koja će joj omogućiti najbolje rezultate, pritom pazeći na promjene na tržištu. Marketinšku strategiju definira i marketinški plan. Dobar plan se radi na temelju analize unutarnjeg i vanjskog okruženja. Marketinški plan određuje ciljeve organizacije te kako će se oni postići, kako će se osvojiti tržište te izraditi marketinški miks kojim će se onda pozicionirati na tržištu. Pozicioniranje proizvoda omogućuje mu stavljanje u jasnu sliku u odnosu na konkurenciju. Strateškim planiranjem se osigurava organizaciji ostvarenje njenih ciljeva. Sama budućnost svake organizacije temelji se na ciljevima, te njenoj misiji i viziji koja ih određuje. U ovom poslovnom slučaju izrađen je marketing plan za ustanovu DES, kojoj sama svrha nije samo ostvarenje profita, već i javnog interesa. DES ostvaruje svoju misiju radom na temelju određenih standarda, uz potporu korisnika, donatora i javnosti.
KeywordsMarketing strategy marketing plan strategic planning
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelspecialist graduate
Study programmeManagement; specializations in: Project management, Financial and Tax management, Accounting and Revision
Study specializationProject management
Academic title abbreviationstruč. spec. oec.
Genremaster's thesis
Language Croatian
Defense date2017-04
Parallel abstract (English)
In order to meet the needs of different stakeholders in the market they must be well acquainted with and create a better offer than the competition. In order to successfully execute the defined marketing strategy it is necessary to plan, implement and control. Each organization has certain resources and has a goal of developing a strategy that will allow the best results, while paying attention to changes in the market. Marketing strategy is also defined by a marketing plan. Good plan is made after to the analysis of the internal and external environment. Marketing plan defines the organization's goals and how they will be achieved, the way that they’re going to win the market and develop a marketing mix that will then be positioned in the market. Positioning of a product allows him to be put in a clear picture over the competition. Strategic planning is there to ensure that organization realizes it’s goals. The very future of any organization is based on the objectives and its mission and vision that defines them. This business case presents marketing plan for the establishment of DES, which very purpose is not only to maximize profit, but also the public interest. DES achieves its mission work on the basis of certain standards with the support of users, donors and the public.
Parallel keywords (Croatian)Marketinška strategija marketinški plan strateško planiranje
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:983226
CommitterIvana Gizdić