master's thesis
ENTREPRENEURIAL PERSPECTIVE OF MARKETING MANAGEMENT ON THE EXAMPLE OF BARABERICA CITY BRAND

Helena Vonić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za ekonom. i managem. gosp. subjekata
Metadata
TitlePoduzetnička perspektiva upravljanja marketingom na primjeru Baraberica city brand-a
AuthorHelena Vonić
Mentor(s)Marina Stanić (thesis advisor)
Abstract
Cilj ovog rada je bio promatranje poduzetničke perspektive upravljanja marketingom na primjeru Baraberica city brand-a. Putem intervjua s poduzetnikom su prikupljene sve potrebne informacije o poslovanju i planovima promatranog poduzeća. Baraberica city brand kao malo poduzeće susreće se s različitim problemima kao što su nedostatak vremena poduzetnika jer sve funkcije obavlja samostalno, i nedostatak financijskih resursa. Dobivene informacije su validirane kroz prošireni marketinški splet, točnije: proizvod, cijenu, distribuciju, lokaciju, ljude i fizičku okolinu. Analiza je pokazala da poduzetnik i Baraberica city brand imaju potencijala na tržištu uz usmjeravanje poduzetnika na ciljani segment i prave kanale promocije. Ključni kanali promocije su društvene mreže kao što su Facebook i Instagram na kojima je već prisutan, uz aktivnije djelovanje i upoznavanje s novim platformama kao što je Snapchat. Od ostalih promocijskih aktivnosti treba iskoristiti promoviranje sporta i zdravog načina života kroz različite organizacije utrka i sponzorstva na utrkama u gradu i okolnim mjestima, ostvariti bolju povezanost s turističkom agencijom, promovirati se kroz članke u lokalnom tjedniku i naglašavati kvalitetu i ekološki prihvatljiv način poslovanja. Sve prethodno navedeno poduzetniku neće stvarati velike novčane troškove, ali će mu oduzeti vrijeme kojega nema previše. Stoga, može iskoristiti blizinu Sveučilišta J.J.Strossmayer i Ekonomskog fakulteta kroz case study-e i dobiti vrlo korisne informacije.
Keywordsmarketing marketing mix social networks promotion
Parallel title (English)ENTREPRENEURIAL PERSPECTIVE OF MARKETING MANAGEMENT ON THE EXAMPLE OF BARABERICA CITY BRAND
Committee MembersMarina Stanić (committee chairperson)
Helena Štimac (committee member)
Sanja Pfeifer (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za ekonom. i managem. gosp. subjekata
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Economics of Entrepreneurship
Study programme typeuniversity
Study levelgraduate
Study programmeEntrepreneurship
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-29
Parallel abstract (English)
The aim of this graduate thesis paper was the observation of entrepreneurial perspective of marketing management on the example of Baraberica city brand. Through interviews with the entrepreneur all the necessary information has been collected about operations and plans of the studied company. Baraberica city brand as a small business company is facing various problems on the account of financial resources and lack of time, because all functions are performed independently by the entrepreneur. The resulting information is validated through the expanded marketing mix, namely: product, price, distribution, location, people and the physical environment. The analysis showed that the entrepreneur and Baraberica city brand have the potential on the market under the guidance of entrepreneurs targeting the right segment and the right promotion as well. The key to successful promotion is promoting the brand on social networks such as Facebook and Instagram, where it is already present, with more active action and exploring new platforms like Snapchat. Among other promotional activities sports is something that should promoted along with healthy lifestyle through various organizations and sponsorship of races in the city and surrounding areas, further more connections with travel agencies should be improved, and promoted in articles in a local weekly paper, and to put emphasis on quality and environmentally friendly way of doing business. All the things mentioned above would not have made huge financial costs for the entrepreneur, but it would condemn his time, which is something he already has a little. Therefore, he can take the advantage of the proximity of the University of J.J.Strossmyer and the Faculty of Economics and through case studies get very useful information.
Parallel keywords (Croatian)marketing marketinški splet društvene mreže promocija
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:984766
CommitterGordana Kradijan