MARKETING NA PRIMJERU VELIKOG PODUZEĆA - DM (DROGERIE MARKT)

undergraduate thesis

• Title (english): MARKETING ON THE EXAMPLE OF A LARGE COMPANY - DM (DROGERIE MARKT)
• Author: Gabriela Filipović
• Mentor: Mirko Palić (mentor); MBZ: 258071
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Kao što se zna, marketing je jedan od glavnih dijelova svake poslovne strategije bez obzira kojim poslom i djelatnošću se bavili. Marketing se u današnje vrijeme sve više orijentira na personalizaciju ponude prema obilježjima potrošača te kroz elemente marketinškog miksa pokušava utjecati na željeno ponašanje potrošača. Mnogo je načina kako pojedini proizvod ili uslugu približiti krajnjem potrošaču, a upravo je DM poduzeće koje u tom području jako dobro konkurira drugima. DM je zato u ovom radu i naveden kao primjer jednog velikog poduzeća koje veliku ulogu pridaje upravo toj bitnoj grani uspješnog poslovanja svakog poduzeća. Cilj rada je, uz teorijsko objašnjenje glavnih pojmova vezanih za marketing, marketinški miks i marketinšku dimenziju društveno odgovornog poslovanja, pružiti uvid u poslovanje DM-a s aspekta marketinga. U ovom radu se analiziralo koje sve metode približavanja ciljanoj skupini DM kao poduzeće koristi u svom poslovanju, te koliko su one uspješne i na koji način se razlikuju od konkurecije.

Abstract (english)

As is well known, marketing is one of the main parts of any business strategy no matter what business and activity they are engaged in. Nowadays, marketing is increasingly oriented towards the personalization of the offer according to the characteristics of consumers and through the elements of the marketing mix it tries to influence the desired behavior of consumers. There are many ways to bring our product or service closer to the end consumer, and it is DM that competes very well with others in this area. DM is therefore cited in this thesis as an example of a large company that attaches great importance to this important branch of successful business of any company. The aim of this thesis is, in addition to a theoretical explanation of the main concepts related to marketing, marketing mix and marketing dimension of socially responsible business, to provide insight into the business of DM from the aspect of marketing. This thesis analyzes which methods of approaching the target group DM as a company uses in its business, and how successful they are and how they differ from the competition.

• Keywords: Marketing; poduzeće; metode; konkurentnost.
• Keywords (english): Marketing; enterprise; methods; competitiveness
• Language: croatian
• URN:NBN: urn:nbn:hr:148:821057
• Study programme: Title: Business Economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-22 10:41:44