Marketinški aspekt upravljanja kvalitetom na primjeru automobilske industrije

professional thesis

• Author: Ana Bagarić Šalamon
• Mentor: Tonći Lazibat (mentor)
• Committee member: Tomislav Baković (predsjednik povjerenstva)
• Committee member: Tonći Lazibat (član povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U ovom specijalističkom poslijediplomskog radu analizirano je korištenje kvalitete kao
konkurentske prednosti, na primjeru automobilske industrije. Putem primarnog i
sekundarnog istraživanja analizirana je teorija i povijest kvalitete, analizirane su svjetske
nagrade za kvalitetu, kao i nagrade u automobilskoj industriji, napravljena je analiza
automobilskog tržišta općenito, te poveznica automobilskog tržišta i kvalitete.
Analizirano je tržište automobila u Hrvatskoj i na primjeru Opel Hrvatske prezentirani su
načini korištenja kvalitete u oglašavanju i u internom marketingu. Zaključeno je da
automobilske dobro iskorištavaju elemente kvalitete (nagrade i priznanja) u promotivne
svrhe, ali je potreban dodatni fokus na internom marketingu s obzirom da su
zanemareni elementi edukacije i razvoja zaposlenih. Automobilska industrija ima još
mnogo prostora za poboljšanje kvalitete, posebno u području zaštite okoliša.

Abstract (english)

This postgraduate exam analyses usage of quality as a competitive advantage, on
example in automotive industry. Thru primary and secondary research, theory and
history of quality was presented, world's quality awards and awards in automotive
industry, analysis of automotive industry was presented and the connection between
quality and automotive market. Analysis of automotive market in Croatia was done and
on example of Opel Croatia the usage of quality in advertising and internal marketing
was presented. It was concluded that automotive companies use quality elements
(awards and recognitions) well in promotional purposes but additional focus is needed
on internal marketing as the elements of education and employee development were
neglected in past period. Automotive industry still has many room for improvement in
terms of quality, especially in segment of environmental protection.

• Keywords: marketing; kvaliteta; upravljanje kvalitetom; konkurentska prednost; automobilska industrija; Opel Hrvatska
• Language: croatian
• URN:NBN: urn:nbn:hr:148:101040
• Study programme: Title: Quality Management; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/ specijalistica upravljanja kvalitetom (sveučilišni/a specijalist/ specijalistica upravljanja kvalitetom)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Public note: Ključne riječi dodijelio knjižničar.
• Created on: 2016-05-17 12:30:36