Marketinška revizija proizvoda

master's thesis

• Title (english): Marketing audit of products
• Author: Lara Dorotić
• Mentor: Mirko Palić (mentor)
• Committee member: Katarina Žager (predsjednik povjerenstva)
• Committee member: Ivana Dražić Lutilsky (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Marketing i marketinške aktivnosti imaju značajnu ulogu i sve veću važnost u suvremenim uvjetima poslovanja, na kojima se konstantno događaju promjene. Kako bi poduzeće bilo u toku sa događajima na tržištu, potreban mu je brz i pouzdan način praćenja tih promjena. Iz tog razloga, poduzeća sve češće provode reviziju te uvode internu reviziju i kontroling u svoje poslovanje.
Stoga, ukoliko poduzeće želi ostati konkurentno na tržištu, treba provesti i preispitivanje cjelokupnog koncepta marketinga poduzeća. Upravo takva aktivnost naziva se marketinška revizija i dobiva sve veće značenje u okviru marketinški orijentiranih poduzeća.
Shodno tome, ovaj diplomski rad će se baviti ulogom i važnosti marketinške revizije koja obuhvaća sve glavne marketinške aktivnosti, a rukovodstvu je potrebna zbog nestabilnog i promjenjivog tržišnog okruženja.
Cilj rada je provedbom marketinške revizije definirati probleme ukoliko postoje u poslovanju te predložiti korektivne akcije za poboljšanje poslovnih aktivnosti i revidiranog proizvoda poduzeća.
Temeljem istraživanja, zaključuje se da promatrano poduzeće nudi širok asortiman proizvoda, ima stručne i specijalizirane prodajne timove, uspješno prati tehnološke trendove te ima učinkovit sustav internih kontrola.
Marka Vivax još nije dovoljno prepoznata od strane kupaca te poduzeće treba poraditi na njenom pozicioniranju u svijesti potrošača.
Korisnici klima uređaja Vivax u konačnici su zadovoljni proizvodom te zaključujem kako je cijena svakako njihova najveća prednost.

Abstract (english)

Marketing and marketing activities are becoming increasingly significant in modern terms of business which are constantly changing. In order to keep up with these changes, companies need a quick and reliable way of monitoring them. The companies perform audit and implement internal audit and control in their day to day business.
Therefore, if a business wants to stay competitive in the marketplace a review of the entire marketing concepts is needed. That kind of review is called marketing audit and it is becoming important for marketing-oriented businesses.
Consequently, this master thesis will address the role and importance of marketing audit that includes all main marketing activities which is needed for management because of unstable and changeable market environment.
The goal of this thesis is to define any existent problems in business by implementing marketing audit and suggest corrective actions to improve business activities and revised product.
According to research, conclusion is that observed company offers a wide range of products, it has a structural and specialized sales teams and successfully follows technological trends. Also, and not less important, a company has a very secure system of internal controls.
The Vivax brand is not yet sufficiently recognized by customers and the company needs to work on it positioning in the minds of consumers.
A users of Vivax air conditioners are ultimately satisfied with the product and we can easily conclude that the price is definitely their biggest advantage.

• Keywords: marketing; proizvod; revizija; marketinška revizija; revizija proizvoda
• Keywords (english): marketing; product; audit; marketing audit; product audit
• Language: croatian
• URN:NBN: urn:nbn:hr:148:633339
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-09-29 17:13:55