Formiranje cijena na poslovnom primjeru maloprodajne mreže

master's thesis

• Title (english): Pricing on business case of retail network
• Author: Leona Brkljačić
• Mentor: Dario Dunković (mentor)
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Committee member: Ivan Kovač (član povjerenstva)
• Committee member: Mia Delić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U diplomskom radu obrađene su metode formiranja cijena na poslovnom primjeru maloprodajne mreže. Kroz teorijski okvir maloprodajnih cijena definiraju se metode formiranja maloprodajnih cijena, cjenovno pozicioniranje te važnost i uloga maloprodajnih cijena. Kako bi maloprodavači ostvarili što bolji poslovni rezultat, fokus menadžmenta mora biti na cjenovnim strategijama i na metodama formiranja maloprodajnih cijena jer je cijena jedina komponenta u marketinškom miksu koja donosi prihod. Provedbom intervjua s menadžmentom prikupljeni su rezultati koji prikazuju kako cjenovne strategije te odabir metode formiranja maloprodajnih cijena imaju velik utjecaj na rezultat poslovanja. Nadalje, rezultati intervjua ukazuju kako se prodavaonice koje kontinuirano ulažu u opremljenost prodavaonice, edukaciju zaposlenika te u tehnološki napredak smatraju glavnim konkurentima na tržištu.

Abstract (english)

This thesis defines pricing methods on business case of retail network. Through the theoretical framework of retail prices, the pricing methods, price positioning and the importance and role of retail prices are defined. In order for retailers to achieve the best possible business results, management's focus must be on pricing strategies and pricing methods, because price is the only component in the marketing mix that brings revenue. Conducting interviews with management gathered results that show how pricing strategies and pricing methods have a great impact on business results. Furthermore, the results of the interviews indicate that stores that continuously invest in store equipment, employee education and technological progress are considered the main competitors on the market.

• Keywords: maloprodavač; formiranje cijena; maloprodajna mreža; prodavaonica
• Keywords (english): retailer; pricing; retail network; store
• Language: croatian
• URN:NBN: urn:nbn:hr:148:843758
• Study programme: Title: Management and marketing in retail; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-09-15 10:25:51