master's thesis
ANALIZA MARKETINŠKOG OKRUŽENJA U MARKETING PLANU PODUZEĆA „TRIGONUM VALENS „D.O.O.

Marina Gverić (2016)
University of Split
Faculty of economics Split
Metadata
TitleANALIZA MARKETINŠKOG OKRUŽENJA U MARKETING PLANU PODUZEĆA „TRIGONUM VALENS „D.O.O. : završni rad
AuthorMarina Gverić
Mentor(s)Ljiljana Najev Čačija (thesis advisor)
Abstract
Turizam je danas vodeća industrija Hrvatske. Kao simbol Hrvatske na svjetskom turističkom tržištu, pojavio se Dubrovnik. Nagli porast potražnje za Dubrovnikom rezultirao je velikim brojem posjetitelja na malom području što je pogodovalo razvoju i širenju poslovanja brojnih poduzeća, ali i dovelo do jačanja i povećanja broja konkurencije. Kako bi opstala i što bolje se pozicionirala, poduzeća formiraju marketinške strategije. Jedno od tih poduzeća je „Trigonum Valens“ d.o.o. koje je predmet ovog rada. Cilj rada je ukazati na važnost utjecaja poslovnog okruženja na trenutno i buduće poslovanje poduzeća. U tu svrhu, u ovom radu je analizirana marketinška okolina poduzeća „Trigonum Valens“ d.o.o. koje tek počinje rasti. Kako bi održalo pozitivne trendove poslovanja, poduzeće mora pravovremeno reagirati na promjene u okruženju. Ovaj rad je temelj za definiranje strategije daljnjeg razvoja i izradu marketinškog plana. U poglavljima ovog rada prikazat će se značenje analize okruženja, metode koje se koriste u analizi, njenu povezanost s marketing planom te primjena iste na primjeru poduzeća „Trigonum Valens“ d.o.o.
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 date2016-08
Parallel abstract (English)
Tourism nowadays is the biggest industry in Croatia. On international tourist market, Dubrovnik is recognized as one of „must visit“ destinations in the world and it became a symbol of Croatia. Big, progressive interest in Dubrovnik has resulted with much more visitors in small area. That helped many companies and enteprises in torusim to expand business. The result of that is large number of competitors in small area. To survive and improve in these conditions, many enterpirises are forming marketing strategies. On of these enterprises is „Trigonum Valens“ l.t.d. The main goal of this paper is to show importance of business envrioment in present and future business preformance of company. This paper will present marketing analysis of „Trigonum Valens“ l.t.d. which will be used as a base for marketing plan and selection of right strategy for future development and market positioning. The first two chapters of this paper will give an informations of importance of business analysis for marketing plan. In third chapter the methods of marketing analysis will apply on business enviroment of „Trigonum Valens“ l.t.d.
Parallel keywords (Croatian)marketing okruženje analiza dobavljača Trigonum valens
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:181788
CommitterIvana Gizdić