Primjena gerilskog marketinga u poslovanju malih poduzeća grada Zagreba

master's thesis

• Title (english): Use of guerilla marketing in the business of the small enterprises of the city of Zagreb
• Author: Ivan Tolić
• Mentor: Mirko Palić (mentor); MBZ: 258071
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Mala poduzeća često biraju ili kreiraju razne načine kako bi putem marketinških aktivnosti postali konkurentniji na tržištu. S obzirom na zasićenost tržišta brojnim proizvodima i uslugama, taj je cilj mnogo zahtjevniji nego li prijašnjih godina. Globalizacija je uzrok brzog širenja inovacija koje u kratkom periodu s jednog kraja svijeta dođu na drugi, a samim time i potrošači postaju izbirljiviji i zahtjevniji. Kako bi proces ulaska i ostanka na tržištu bio uspješan, brojna poduzeća posežu za kreativnošću. Smatraju da je postizanje bilo kakvog iznenađujućeg efekta od velike koristi za podizanje svijesti o njihovu postojanju. Upravo spomenuta kreativnost i iznenađenje, ključne su karakteristike gerilskog marketinga koje postižu maksimalnu učinkovitost uz minimalna ulaganja. S obzirom na ograničenost financijskih sredstava malih poduzeća, ova je vrsta marketinga namijenjena upravo njima. Kvalitativnim istraživanjem, odnosno dubinskim intervjuom u sklopu ovoga rada nastoji se prikazati primjena gerilskog marketinga u malim poduzećima grada Zagreba. Rezultati pokazuju da je velika većina ispitanika, odnosno poduzeća upoznata s alatima i principima gerilskog marketinga, ali da ih nedovoljno koriste u svojim marketinškim aktivnostima da bi ih ono istaknulo među konkurencijom. Iako je za većinu njih najveći problem neiskustvo, financijska raspodjela resursa i neodlučnost prilikom odabira kanala oglašavanja, nitko od ispitanika ne planira odustati od svojih ciljeva već naprotiv, nastoje dugoročno planirati ulaganje u marketinške aktivnosti općenito, ali razmatraju i opciju ulaganja u gerilske marketinške aktivnosti.

Abstract (english)

Small companies often choose or create different ways to become more competitive on the market through marketing activities. Due to saturation of the market with numerous products and services, this goal is much more demanding than in previous years. Globalization is causing the rapid spread of innovations that come from one end of the world to the other in a short period of time, and thus consumers become more selective and demanding. In order to be successfull while entering and remaining in the market, many companies turn to creativity. They find that achieving surprising effect is of great benefit in raising awareness of their existence. The creativity and surprise are the key characteristics of guerrilla marketing that achieve maximum efficiency with minimal investment. Given the limited financial resources of small businesses, this type of marketing is intended for them. Qualitative research, ie in-depth interview within this paper seeks to show the application of guerrilla marketing in small businesses in the city of Zagreb. The results show that the vast majority of respondents, ie companies are familiar with the tools and principles of guerrilla marketing, but they are actually not using them as much as they should in their marketing activities if they want to make difference between them and the competitors. Although for most of them the biggest problem is lack of experience, financial allocation of resources and indecision when choosing advertising channels, none of the respondents plan to give up their goals but try to plan long-term investment in marketing activities in general, but they are also considering investment in the guerilla marketing activities.

• Keywords: marketing; gerilski marketing; mala poduzeća; kreativnost; oglašavanje
• Keywords (english): marketing; guerilla marketing; small companies; creativity; advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:148:247360
• Study programme: Title: Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2021-10-03 20:42:24