ULOGA MARKETINGA I INTERNET TRGOVINE NA PRODAJU I DISTRIBUCIJU AUTOMOBILSKE INDUSTRIJE BENTLEYA

undergraduate thesis

• Title (english): THE ROLE OF MARKETING AND e-COMMERCE IN THE SALE AND DISTRIBUTION OF THE BENTLEY AUTOMOTIVE INDUSTRY
• Author: Josip Glasnović
• Mentor: Ljubica Milanović Glavan (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2021-09-01, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Prodaja i distribucija element su marketinškog miksa i kao takav ima značajnu ulogu u poslovanju poduzeća. Distribucija omogućava raspoloživost proizvoda za kupnju na tržištu te je krucijalna za prodaju poduzeća. Internet trgovina u današnje je doba krucijalan dio poslovanja poduzeća s obzirom na to da broj korisnika interneta i internet trgovine kontinuirano rastu, kao i prihodi od iste. Neki od najrecentnijih trendova internet trgovine jesu prodaja putem društvenih medija, personalizacija, uporaba proširene i virtualne stvarnosti, ekološka osviještenost i drugi. U radu se analizira uloga marketinga i internet trgovine na prodaju i distribuciju automobilske industrije Bentley. Riječ je o poduzeću sa stoljetnom tradicijom proizvodnje luksuznih automobila. Poduzeće je prepoznalo potencijal internet trgovine s bogatim mogućnostima kupnje i prodaje za potrošače i distributere. Internet je olakšao kupnju Bentley automobila i putem ostalih internet tržišta poput eBay-a i ostalih web mjesta za prepordaju automobila. Bentley inkorporira trend personalizacije u svoju internet trgovinu, a razvilo je i internet trgovinu Bentley kolekcije proizvoda poput odjevnih i modnih predmeta, minijaturnih replika i ostalih sličnih proizvoda u svrhu povećanja prodaje te jačanja veze s potrošačima. Internetska distributivna mreža olakšava razmjenu informacija unutar lanca opskrbe i pribavljanje informacija iz baze klijenata.

Abstract (english)

Sales and distribution are an element of the marketing mix and as such play a significant role in a company’s business. Distribution makes products available for purchase on the market and is crucial for business sales. E-commerce today is a crucial part of the company's business, given that the number of Internet users and e-commerce is constantly growing, as well as revenues from the same. Some of the most recent trends in e-commerce are social media sales, personalization, augmented and virtual reality use, environmental awareness and others. The paper analyzes the role of marketing and online commerce in the sales and distribution of the Bentley automotive industry. It is a company with a century-old tradition of manufacturing luxury cars. The company has recognized the potential of online commerce with rich buying and selling opportunities for consumers and distributors. The Internet has made it easier to buy Bentley cars through other internet markets such as eBay and other car reassignment sites. Bentley is incorporating the trend of personalization into its online store, and has also developed an online store of Bentley collections of products such as clothing and fashion items, miniature replicas and other similar products in order to increase sales and strengthen customer relationships. An online distribution network facilitates the exchange of information within the supply chain and the retrieval of information from a customer base.

• Keywords: internet trgovina; prodaja i distribucija; automobilska industrija; Bentley
• Keywords (english): online store; sales and distribution; automotive industry; Bentley
• Language: croatian
• URN:NBN: urn:nbn:hr:148:258186
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Trade Business Operations; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2021-09-08 13:47:34