ULOGA I VAŽNOST MARKETINGA U MALOM GOSPODARSTVU

master's thesis

• Title (english): THE ROLE AND IMPORTANCE OF MARKETING IN SMALL BUSINESS
• Author: Vedrana Reichl
• Mentor: Mirko Palić (mentor)
• Committee member: Marko Kolaković (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U Republici Hrvatskoj malo i srednje poduzetništvo dominira u ukupnom broju gospodarskih subjekata, te time bitno utječe na povećanje zaposlenosti i stvaranju društvenog bruto proizvoda. Što je marketing razvijeniji i što se njime bolje zadovoljavaju potrebe potrošača, poslovanje je profitabilnije i uspješnije. Uspjeh dobrog marketinga temelji se na dobrom planiranju, točnije na sastavljanju strateškog marketinškog plana koji daje cjelovitu analizu poduzeća te se prema njemu raspoređuju promocijske aktivnosti. Poznavanje ciljanog tržišta daje osnovu za određivanje djelotvorne strategije promocijskih aktivnosti. Promocijske aktivnosti u sve većoj mjeri postaju dio našeg društvenog okruženja, koje susrećemo gotovo svaki dan u različitim oblicima. Da bi mala i srednja poduzeća osigurala svoju prisutnost na međunarodnom tržištu imaju na raspolaganju niz marketinških strategija, od kojih najviše koriste izravni i internet marketing.
Rad je usmjeren na dokazivanje i analiziranje važnosti poticanja malog gospodarstva u kojem ključnu ulogu može imati marketing, te obuhvaća i analizu jednog poslovnog slučaja mladih poduzetnika na hrvatskom tržištu, koji su se odlučili nakon uspješnog poslovanja veleprodaje na poduzetnički pothvat otvaranja maloprodaje.

Abstract (english)

In the Republic of Croatia, small and medium-sized enterprises dominate the total number of economic entities, which significantly influences the increase of employment and the creation of social gross products. If marketing is developed and the consumers needs are met, the business will be more profitable and successful. The success of good marketing is based on a good planning, on a marketing plan strategy, that will provide with a complete analysis of the company together with the promotional activities plan. Knowing the target market provides the basis for determining an effective promotional strategy. Promotional activities are increasingly becoming part of our social environment, which we meet every day in different forms. In order to ensure their presence in the international market, small and medium-sized enterprises have many market strategies at their disposal, most of which are direct and internet marketing.
This thesis focuses on analyzing the importance of a small business incentive in which a key role can have marketing, and includes an analysis of a business case of young entrepreneurs in the Croatian market, who decided to open a retail store after the successful business in wholesales.

• Keywords: mala i srednja poduzeća; klasifikacija i obiljježja malih poduzeća; zakon o poticanju razvoja malog poduzetništva; marketing; strateški marketinški plan; promocijske aktivnosti; upravljanje marketingom
• Keywords (english): small and medium-sized enterprises; classification and features of small enterprises; law on encouragement of small business development; marketing; strategic marketing plan; promotional activities; marketing management
• Language: croatian
• URN:NBN: urn:nbn:hr:148:606217
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2019-10-01 16:21:08