Važnost društvenih mreža za tržišnu prepoznatljivost i poboljšanje prodaje franšiznih poduzeća brze hrane

master's thesis

• Title (english): The importance of social networks for market recognition and sales improvement of fast food franchise companies
• Author: Lana Salajster
• Mentor: Sanda Soucie (mentor)
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Dario Dunković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U suvremenom poslovnom svijetu, franšizni model počinje sve više jačati te se smatra da se modeli takve vrste lakše bore s kriznim uvjetima na tržištu. Izuzetan su primjer poduzećima u Hrvatskoj i svijetu. Naglasak u franšiznom modelu poslovanja je na inovacijama. Kroz ovaj rad objašnjen je pojam franšize, njezina povijest i razvoj te koje su prednosti i nedostaci. U svijetu poduzetništva, franšiza kao poslovni model raste te ju možemo vidjeti na svakom drugom uglu. Također, u radu su objašnjena obilježja franšiznog modela poslovanja poduzeća brze hrane. Kroz rad se predstavlja uloga i važnost društvenih mreža kao suvremenih kanala u franšiznim poduzećima brze hrane. Društvene mreže pružaju platformu za uspostavljanje dugotrajne i izravne komunikacije s kupcima, nude mogućnost ciljanja specifičnih geografskih područja kako bi se privukli lokalni kupci, povećanje prodaje, povećanje konkurentske prednosti i povećanje svijesti o marki poduzeća. Zatim, analizirani su primjeri franšiznih poduzeća brze hrane koji su kroz društvene mreže poboljšali prodaju i poslovanje a to su Domino’s Pizza, McDonalds i Burger King. Također, cilj rada je ustanoviti percepciju hrvatskih potrošača o društvenim mrežama kao kanalima za povećanje uspješnosti prodaje. Metodologija istraživanja uključila je prikupljanje i analizu primarnih i sekundarnih izvora podataka. U sklopu sekundarnih izvora podataka analizirala se literatura iz područja važnosti društvenih mreža za tržišnu prepoznatljivost franšiznog poduzeća brze hrane preuzeta sa stranica suvremena.hr, franchising.hr, znanstvenih članaka i udžbenika. Primarni podaci prikupili su se metodom anketiranja na uzorku od 105 ispitanika kako bi se ustanovila percepcija hrvatskih potrošača o društvenim mrežama kao kanalima za povećanje uspješnosti prodaje.

Abstract (english)

In the modern world of business, the franchise model is starting to gain more and more strength, and it is considered that models of this type are easier to deal with crisis conditions on the market. They are an exceptional example for companies in Croatia and the world. The emphasis in the franchise business model is on innovation. The aim of this paper is to explain the concept of franchising, its history and development, as well as its advantages and disadvantages. In the world of entrepreneurship, franchising as a business model is growing and we can see it on every corner. Furthermore, the characteristics of the fast-food franchising business model are explained. The paper presents the role and importance of social media as modern channels in fast-food franchise businesses. Social media provide a platform for establishing long-term and direct communication with customers, offer the possibility of targeting specific geographical areas to attract local customers, increase sales, enhance competitive advantage, and raise brand awareness. Examples of fast-food franchise businesses that have improved sales and operations through social media, such as Domino's Pizza, McDonald's, and Burger King, are also analyzed. Additionally, the aim of the paper is determing the perception of Croatian customers regarding social media as channels for increasing sales effectiveness. The research methodology includes collecting and analyzing primary and secondary data sources. Secondary data sources include literature on the importance of social media for the market visibility of fast-food franchise businesses taken from websites such as suvremena.hr, franchising.hr, scientific articles, and textbooks. Primary data is obtained through a survey method with a sample of 100 respondents to determine the perception of Croatian consumers regarding social media as channels for increasing sales effectiveness.

• Keywords: franšiza; poduzeća brze hrane; društvene mreže; kupci; prodaja
• Keywords (english): franchise; fast-food companies; social media; customers; sales
• Language: croatian
• URN:NBN: urn:nbn:hr:148:582055
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-17 10:55:06