Unaprjeđenje strategije konkurentskog pozicioniranja poduzeća primjenom marketinške revizije

professional thesis

• Title (english): Improvement of business competitive positioning strategy by implementation of marketing audit
• Author: Petra Leonora Cvitanović
• Mentor: Jurica Pavičić (mentor); MBZ: 226275
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Jurica Pavičić (član povjerenstva)
• Committee member: Ana Ježovita (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-02-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet istraživanja ovog specijalističkog poslijediplomskog rada jest revizija marketinga kao dio procesa strateškog marketinga te mogućnosti unaprjeđenja uspješnosti i odabira strategije konkurentskog pozicioniranja njezinom primjenom. U radu se navode vrste i podvrste mogućih kontrola i revizija u marketingu; ističe se važnost provedbe marketinške revizije; analiziraju su prednosti primjene marketinške revizije; naglašava se važnost kvalitetnog upravljanja podacima u strateškom marketingu; provodi se komparativna analiza primjene revizije marketinga u poslovanju poduzeća iz različitih zemalja; i utvrđuju se ključni razlozi slabe praktične primjene revizije marketinga. Za potrebe ovog rada izvršeni su sinteza i prijevod relevantnih informacija iz prikupljenih knjiga i stručnih članaka na temu marketinške revizije, marketinške strategije, mjerenja profitabilnosti i učinkovitosti marketinga, na temu konkurentskog pozicioniranja, upravljanja strateškim i međunarodnim marketingom, etike u marketingu, društveno odgovornog poslovanja, financijske revizije, i interne revizije. Adekvatna literatura prikupljena je pretraživanjem Knjižničnog kataloga Ekonomskog fakulteta Zagreb, elektronskih baza znanstvenih i stručnih članaka ProQuest, Emerald Insight te Hrčak Portal znanstvenih časopisa Republike Hrvatske. Nakon izučavanja i objedinjavanja relevantnih teorijskih saznanja, autor je proveo komparativnu analizu rezultata provedenih primarnih istraživanja drugih autora i izveo opće zaključke na temelju njih. Informacije prikupljene putem revizije marketinga mogu poslužiti poduzeću kao smjernice za odabir i oblikovanje strategije konkurentskog pozicioniranja, u ovisnosti od inicijalnog razloga / svrhe i odluke o provođenju revizije marketinga. Najčešći razlozi niskog stupnja primjene revizije marketinga u praksi poslovanja većeg broja poduzeća iz različitih zemalja su: nedostatak strukture procesa marketinške revizije, neformaliziran proces revizije, nedovoljno jasni ciljevi revizije, nedostatak resursa i previsoki troškovi. Unatoč tome, prednosti revizije marketinga su višestruke, a podrazumijevaju mogućnost bolje procjene adekvatnosti marketinških aktivnosti, mogućnosti prikupljanja kvalitetnih informacija o poduzeću i njegovom okruženju, te utjecaja na povećanje tržišnog udjela i konkurentnosti poduzeća, kao i mogućnosti pozitivnog utjecaja na financijski uspjeh poduzeća i na uspješnost marketinga.

Abstract (english)

The focus of this specialistic postgraduate thesis is marketing audit as a part of strategic marketing process and the possibilities for improvement of choice of business competitive positioning strategy and performance by implementation of marketing audit. In this paper the types and components of possible marketing controls and audits were outlined; the importance and benefits of marketing audit were analyzed; the importance of effective data management in strategic marketing was highlighted; and comparative analysis covering the implementation of marketing audit in business practice of companies in several countries was done. Finally, the key reasons why companies do not implement marketing audit were identified. For the purpose of this thesis, a synthesis and translation of collected books and articles was made, encompassing research areas of marketing audit, marketing strategy, marketing profitability and effectiveness measurement, competitive positioning, strategic and international marketing management, marketing ethics, social corporate responsibility, financial audit and internal audit. Adequate literature was collected by searching Library catalogue of Zagreb Faculty of Economics and Business, ProQuest database, Emerald Insight database and Hrčak Portal of Scientific Journals of Croatia. After studying and combining relevant theoretical findings, the author conducted comparative analysis of other authors’ research results and drew general conclusions based on them. Information collected through marketing audit can serve as a guidance when the choice of the most suitable competitive positioning strategy has to be made. This depends on the initial reason / purpose for conducting the marketing audit in the first place. The most common reasons why companies in different markets don't implement marketing audit are as follows: unclear and not enough formalized process of marketing audit, unclear goals of the audit, lack of resources and too high costs of conducting the audit. However, Marketing Managers are aware of many possible advantages which marketing audit can bring to the company, precisely: the possibility to correct assess adequacy of marketing activities, to collect quality information about the company and its environment, and to positively influence company's market share and competitiveness, which can result with business success and marketing performance success in general.

• Keywords: marketinška revizija; financijska revizija; interna revizija; marketinška strategija; profitabilnost marketinga; učinkovitost marketinga; metrike marketinga; konkurentsko pozicioniranje; benchmarking; strateški marketing; etika u marketingu; društveno odgovorno poslovanje
• Keywords (english): marketing audit; financial audit; internal audit; marketing strategy; marketing profitability; marketing effectiveness; marketing metrics; competitive positioning; benchmarking; strategic marketing; marketing ethics; corporate social responsibility
• Language: croatian
• URN:NBN: urn:nbn:hr:148:612509
• Study programme: Title: Marketing management; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica marketinškog menadžmenta (sveučilišni/a specijalist/specijalistica marketinškog menadžmenta)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-08-20 13:29:21