Marketinške strategije u poslovanju poduzeća H&M

• Main Author: Belin, Petra
• Other Authors: Puh, Barbara
• Format: Master Thesis
• Language: Croatian
• Published: Sveučilište u Dubrovniku. Odjel za ekonomiju i poslovnu ekonomiju. 2019
• Subjects: marketinške strategije; tržište modne industrije; H&M; marketing strategies; fashion industry market; DRUŠTVENE ZNANOSTI. Ekonomija. Marketing; SOCIAL SCIENCES. Economics. Marketing; sami
• Online Access: https://zir.nsk.hr/islandora/object/unidu:944; https://urn.nsk.hr/urn:nbn:hr:155:161178; https://zir.nsk.hr/islandora/object/unidu:944/datastream/PDF

Ovim se radom objašnjava važnost primjene strategija marketinga u poslovanju poduzeća. Rad je prikazan na konkretnom primjeru poduzeća H&M. U teorijskom dijelu rada su analizirani pojmovi marketinga, strategije, analize okoline uključujući vanjsku i unutarnju okolinu, kao i sami proces odabira i implementacije strategija marketinga. Na primjeru poduzeća H&M je istražena njegova vanjska i unutarnja okolina, provedena je SWOT analiza, kao i PESTEL analiza kako bi se utvrdilo stanje i pozicija poduzeća na tržištu. Provedene analize su ukazale da H&M kvalitetno upravlja svojim marketinškim strategijama, što dovodi do prepoznatljivosti marke H&M diljem svijeta, te im osigurava visok tržišni udio na tržišu 'brze mode'. This thesis explaines the importance of applying marketing strategies to the company’s business. The thesis is presented on an example of the company H&M. The theoretical part of the paper analyzes the concepts of marketing, strategies, environmental analysis including the external and internal environment, as well as the process of selection and implementation of marketing strategies. On the example of H&M company its external and internal environment has been investigated, SWOT analysis has been carried out, as well as PESTEL analysis in order to determine the state and position of the company itself on the market. The conducted analysis indicated that H&M company has qulity management of its marketing strategies, wich enables the recognition of a brand H&M all over the world and ensuers high market share in ‘fast- fashion’ industry.