Strategija marketinga Hrvatskog telekoma

undergraduate thesis

• Title (english): MARKETING STRATEGY OF CROATIAN TELECOM
• Author: Ante Đevenica
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-07-09, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

SAŽETAK
Ovim završnim radom nastoji se pobliže istražiti i objasniti važnost primjene marketinških strategija u poslovanju poduzeća. Rad je prikazan na konkretnom primjeru poduzeća Hrvatski Telekom d.d.
U teorijskom dijelu rada analizirani su sami pojmovi marketinga, strategije, analize okoline uključujući eksternu i internu okolinu, kao i sami proces odabira i implementacije marketinških strategija.
Na analiziranom primjeru poduzeća Hrvatski telekom d.d. istražena je njegova vanjska i unutarnja okolina te je provedena SWOT analiza kako bi se utvrdilo stanje i pozicija samog poduzeća na tržištu.
Provedene analize ukazale su da Hrvatski Telekom d.d. kvalitetno implementira svoje marketinške strategije što omogućuje prepoznatljivost usluga Hrvatskog Telekoma na tržištu te osigurava lidersku poziciju.

Abstract (english)

SUMMARY
This thesis seeks to explore more closely and explain the importance of applying marketing strategies to the business of the company. The paper is presented on an example of the company Hrvatski Telekom d.d.
The theoretical part of the paper analyzes the concepts of marketing, strategy, environmental analysis including the external and internal environment, as well as the process of selection and implementation of marketing strategies.
In the analyzed example of Hrvatski Telekom d.d. its external and internal environment was investigated, SWOT analysis was carried out in order to determine the position of the company itself on the market.
The conducted analyzes indicated that Hrvatski telekom d.d. has a quality implementation of its marketing strategies, which enables the recognition of services of Hrvatski Telekom on the market and ensures leadership position.

• Keywords: Ključne riječi: marketing; strategija; analiza; Hrvatski Telekom
• Keywords (english): Keywords: marketing; strategy; analysis; Hrvatski Telekom
• Language: croatian
• URN:NBN: urn:nbn:hr:148:406278
• Study programme: Title: Business Economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Reformatted digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-07-10 09:59:29