Strategija odabira ciljanih kupaca u start-up poduzećima na tržištu ekoloških prehrambenih proizvoda

master's thesis

• Title (english): Strategy of choosing target customers in a start-up companies on the market of the organic food products
• Author: Mario Krnjić
• Mentor: Kristina Petljak (mentor)
• Committee member: Sanda Soucie (predsjednik povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-02-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U vrijeme brze i snažne ekonomije te razvoja različitih inovativnih industrija koje nisu bile donedavno prisutne dolazi do razvoja novih start-up poduzeća s različitim ciljevima. Riječ je o razvojnim poduzećima koji se bave određenom tematikom ili specifičnim segmentom iz jedne industrije te su prisutni na specifičnom tržištu. Start-up poduzeća koja posluju na hrvatskom tržištu su uglavnom iz područja prehrambene industrije gdje postoji velik potencijal te se zahvaljujući tome razvijaju različite mogućnosti, ali se pojavljuju brojni trendovi i hitovi. Pojava novih konkurenata na tržištu je vrlo bitna i može imati ključan utjecaj na razvoj gospodarstva i ekonomije na teritoriju određene države. Razvojna poduzeća funkcioniraju na način da se prvenstveno definira ciljno tržište, odnosno ciljna skupina iz koje se potom razvijaju dodatne skupine potrošača ili kupaca, ali se i spram postojećih reakcija definiraju novi okusi ili nove performanse proizvoda. Također, u ovoj industriji postoji cijeli niz poduzeća koji su fokusirani na ekološku proizvodnju, ali i ambalažu što je vidljivo i u istraživanju za ovaj diplomski rad. Nerijetko poslovanje i pojava razvojnog poduzeća izazivaju promjene i svojevrsni šok na tržištu te promjenu prioriteta i tradicionalno pristupačnih poduzeća.

Abstract (english)

At a time of fast and strong economy and the development of various industries that were not present until recently, the development of new start-up companies with different goals is taking place. These are start-up companies that deal with a certain topic or a specific segment from one industry and are present on specific market. Start-up companies that operate on the Croatian market are mainly from the food industry, where there is huge potential and thanks to these various opportunities are being developed but numerous trends are emerging. The appearance of new competitors on the market is very important and can have a key impact on the development of the economy on the territory of a certain country. Start-up companies function in such a way as to primarily define the target market that is the target group from which additional groups of consumers are then developed, but new flavors or new product performances are also defined against existing reactions. Also, in this industry there is a whole series of companies that are focused on ecological production but also on packaging which will be visible in the research for this thesis. Not infrequently, business operations and the appearance of a development company cause changes and a kind of shock on the market, as well as a change in the priorities of traditionally accessible companies.

• Keywords: start-up poduzeće; strategija; ciljani kupci; ekološki prehrambeni proizvodi
• Keywords (english): start-up companies; strategy; target customers; ecological food products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:374648
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-03-04 11:02:55