STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA D.O.O.

Veseličić, Kristina

prikaz prve stranice dokumenta STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA D.O.O.

Download
PDF 2.67 MB

master's thesis

STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA D.O.O.

Diplomski rad

Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2022. urn:nbn:hr:145:850197

Veseličić, Kristina

Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

APA 6th Edition

Veseličić, K. (2022). STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA D.O.O. : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:850197

MLA 8th Edition

Veseličić, Kristina. "STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA D.O.O. : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:850197

Chicago 17th Edition

Harvard

Veseličić, K. (2022). 'STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA D.O.O. : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 10 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:850197

Vancouver

Veseličić K. STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA D.O.O. : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2025 January 10] Available at: https://urn.nsk.hr/urn:nbn:hr:145:850197

IEEE

K. Veseličić, "STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA D.O.O. : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:850197

Cite this item: https://urn.nsk.hr/urn:nbn:hr:145:850197

Please login to the repository to save this object to your list.

Metadata

Title	STRATEŠKI MARKETINŠKI PLAN NA PRIMJERU GOSPODARSKOG SUBJEKTA DNNA D.O.O. : Diplomski rad
Title (english)	STRATEGIC MARKETING PLAN ON THE EXAMPLE OF BUSINESS SUBJECT DNNA D.O.O. : Graduate paper
Author	Kristina Veseličić
Mentor	Marija Ham (mentor)
Committee member	Helena Štimac (predsjednik povjerenstva)
Committee member	Ana Pap Vorkapić (član povjerenstva)
Committee member	Marija Ham (član povjerenstva)
Granter	Josip Juraj Strossmayer University of Osijek Faculty of Economics and Business in Osijek (Chair of Marketing) Osijek
Defense date and country	2022-09-28, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics Marketing
Abstract	U diplomskom radu obrađuje se tema strateškog marketinškog plana na primjeru subjekta DNNA. Naglasak se stavlja na praktični dio provedenih i planiranih marketing aktivnosti DNNA brenda te prikaz aktivnosti plasiranja brenda na tržište. Prikazani su misija i vizija DNNA, unutarnja i vanjska analiza tržišta tj. PEST analiza, analiza konkurencije, SWOT analiza i životni ciklus proizvoda (rečenica o provedenom primarnom istraživanju). Na temelju primarnog istraživanja postavljena su tri glavna cilja. Prvi cilj je pojačati svijest o postojanju DNNA brenda mirisa za interijer u Hrvatskoj u odnosu na prethodnu godinu tj. godinu izlaska na tržište. Cilj broj dva je otvaranje novih prodajnih mjesta unutar ključnih turističkih gradova u Hrvatskoj – Zagrebu, Rijeci, Splitu i Osijeku. Treći cilj je unutar godinu dana predstaviti nove proizvode tržištu – miris za drugi dom potrošača, automobil. Postavljeni ciljevi i tržišna niša, omogućili su oblikovanje marketing strategije – proizvoda, cijene, distribucije i promocije. Opis odabranih marketing aktivnosti i zaključaka primarnog istraživanja nalazi se pri kraju rada.
Abstract (english)	The graduate paper focuses on strategic marketing plan on the example of DNNA. Emphasis is placed on the practical part of the implemented and planned marketing activities of a DNNA brand, and the presentation of the activities of placing the brand on the market. The paper describes the mission and vision of DNNA, internal and external market analysis - PEST analysis, competitor analysis, SWOT analysis and product life cycle. (a sentence about the conducted primary research). Based on the primary research, three main goals were set. The first goal is to increase awareness of the existence of DNNA, a luxury interior fragrance brand in Croatia, compared to the previous year (when DNNA was launched on the market). Goal number two is the opening of new shop places within the key tourist cities in Croatia - Zagreb, Rijeka, Split, Osijek. The third goal is to present new products to the market within a year - a fragrance for the second home, car. The set goals and market niche enabled the creation of the marketing strategy - product, price, distribution and promotion. A description of the selected marketing activities and the conclusions of the primary research can be found at the end of the paper.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:145:850197
Study programme	Title: Marketing Study programme type: university Study level: graduate Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	EFOS REPOSITORY
Created on	2023-06-28 14:18:28