Utjecaj marketinških aktivnosti na inovativnost u automobilskoj industriji

graduate thesis

• Title (english): The impact of marketing activity on innovations in the automotive industry
• Author: Davor Murgić
• Mentor: Tomislav Baković (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Gdje god da zakoračimo, marketing je svuda oko nas. Utjecaj marketinških aktivnosti vidimo u obilju proizvoda i usluga koje se svakodnevno nude na tržištu. Zanimljivo je da i kod kuće, u školi, u restoranu, na ulici, u susjedstvu, na mjestima gdje se zabavljamo smo izloženi raznovrsnim marketinškim aktivnostima koje ni u jednom trenu ne možemo izbjeći. Automobilska industrija se dugi niz godina nalazi u izazovnom okruženju punom inovacija koje ne staju. Gledajući u daleku prošlost, gdje povijest razvoja automobila započinje da prijevozno sredstvo bude ono koje će se samo pokretati bez upotrebe ljudske ili životinjske snage. Zbog velike specifičnosti automobilske industrije javlja se pitanje kako biti bolji u današnjem svijetu od konkurencije i istaknuti se u mnoštvu, te prednjačiti pred potrošačima. Potrošačima se nudi veliki izbor modela, novih marki te vrsti pogona i motora. Električni automobili su danas postali stvarnost na cestama diljem svijeta. Hibridno i električno vozilo je i dalje veliki novitet naspram dizelskog i benzinskog motora gdje ljudi imaju podijeljena mišljenja za kupnju i odabir takve vrste vozila za sebe. Ovaj rad analizira utjecaj marketinških aktivnosti na inovativnosti koje se događaju u automobilskoj industriji. Također, rad je orijentiran na promociju automobilske industrije koja je dio odnosa s javnošću – ujedno i najznačajniji segment marketinga. Fokus je i na britansku marku MG koja navodi da su njihova vozila redizajnirana, elektrificirana, napunjena i spremna za sve što čeka u budućnosti. Rad je potkrijepljen stručnom literaturom i analizom stavova ispitanika o inovacijama na automobilskoj industriji koje se na hrvatskom tržištu počinju prepoznavati i primjenjivati.

Abstract (english)

Wherever we step, marketing is all around us. We see the impact of marketing activities in the abundance of products and services that are offered on the market every day. It is interesting that at home, at school, in a restaurant, on the street, in the neighborhood, in places where we have fun – we are exposed to various marketing activities that we cannot avoid at any moment. For many years, the automotive industry has been in a challenging environment full of non-stop innovation. Looking into the distant past, where the history of the development of the automobile begin to be a means of transport that will be self-propelled without the use of human or animal power. Due to the great specificity of the automotive industry, the question arises of how to be better that the competition in todays world and stand out from the crowd and lead in front of consumers. Consumers are offered a large selection of models, new brands, types of drives and engines. Electric cars have become a reality on roads around the world today. Hybrid and electric vehicle is still a big novelty compared to diesel and gasoline engine where people have divided opinions for buying and choosing such type of vehicle for themselves. This graduation thesis analyzes the impact of marketing activity on innovation occuring in the automotive industry. Also, is oriented towards the promotion of the automotive industry, which is part of public relations – at the same time, the most important segment of marketing. The focus is also on the British brand MG, which states that their vehicles are redisigned, electrified, charged and ready for everything that awaits in the future. The graduation thesis is supported by proffesional literature and an analysis of respondents views on innovations in the automotive industry that are beggins to be recognized and applied on the Croatian market.

• Keywords: marketinške aktivnosti; automobilska industrija; inovativnost; električni automobili; MG marka
• Keywords (english): marketing activities; automotive industry; innovation; electric cars; MG brand
• Language: croatian
• URN:NBN: urn:nbn:hr:148:818818
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-10-03 12:54:05