Marketinške strategije u poslovanju poduzeća Franck d.d.

• Main Author: Brković Agović, Elma
• Other Authors: Dragičević, Marija
• Format: Master Thesis
• Language: Croatian
• Published: Sveučilište u Dubrovniku. Odjel za ekonomiju i poslovnu ekonomiju. 2018
• Subjects: marketing; strategija; analiza; Franck; strategy; analysis; DRUŠTVENE ZNANOSTI. Ekonomija. Marketing; SOCIAL SCIENCES. Economics. Marketing; sami
• Online Access: https://zir.nsk.hr/islandora/object/unidu:781; https://urn.nsk.hr/urn:nbn:hr:155:606813; https://zir.nsk.hr/islandora/object/unidu:781/datastream/PDF

Ovim diplomskim radom nastoji se pobliže istražiti i objasniti važnost primjene marketinških strategija u poslovanju poduzeća. Rad je prikazan na konkretnom primjeru poduzeća Franck 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 Franck d.d. istražena je njegova vanjska i unutarnja okolina, provedena je SWOT analiza, kao i Porterov model pet konkurentskih snaga kako bi se utvrdilo stanje i pozicija samog poduzeća na tržištu. Provedene analize ukazale su da Franck d.d. kvalitetno implementira svoje marketinške strategije što omogućuje prepoznatljivost Franckovih proizvoda na tržištu te osigurava lidersku poziciju. 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 Franck 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 Franck d.d. its external and internal environment was investigated, SWOT analysis was carried out, as well as the Porter model of five competitive forces in order to determine the position and position of the company itself on the market. The conducted analyzes indicated that Franck d.d. has a quality implementation of its marketing strategies, which enables the recognition of Franck products on the market and ensures leadership position.