Access restricted to higher education institution's students and staff
master's thesis
POSITIONING OF SERVICES IN THE MARKET

Mirela Marijašević (2016)
Metadata
TitlePozicioniranje usluge na tržištu
AuthorMirela Marijašević
Mentor(s)Davorin Turkalj (thesis advisor)
Abstract
Na početku ovog diplomskog rada govori se o samom značenju i specifičnim obilježjima usluge kao vrijednosti koju korisnik ostvaruje prilikom procesa razmjene za drugu vrijednost. Govori se o prodornim uslugama i odnosima između poduzeća i korisnika usluge. Potom se prelazi na definiranje faza i kriterija za segmentaciju tržišta te se specificiraju načini podjele tržišta na segmente potrošača. Definirane su i grupe potrošača po njihovim karakteristikama i utvrđene metode za što bolje usluživanje istih. Nakon identificiranja osnove za segmentaciju te razvijanja profila nastalih segmenata, prelazi se na pojašnjavanje metoda za odabir ciljnog tržišta putem kojeg se razvijaju mjerenja privlačnosti segmenta i odabire jedan ili više ciljnih segmenata. Posebna pozornost u ovom radu posvećena je pozicioniranju, odnosno oblikovanju usluge na način da ona zauzme poseban položaj u svijesti ciljnih kupaca i tako dođe na poželjno mjesto u odnosu na usluge drugih konkurenata u svim fazama svog životnog ciklusa. Sama strategija pozicioniranja potkrijepljena je i na primjeru nove usluge Tisak paket - Paketomata koja je svojom tehnikom ulaska na tržište iskoristila strategiju pozicioniranja na idealan način. Na kraju rada dodatno su obrazložene pogreške s kojima se poduzeće može susresti pri pozicioniranju (potpozicioniranje, prepozicioniranje, pobrkano i dvojbeno pozicioniranje), te su definirani načini repozicioniranja s ciljem izgradnje pozicije na boljoj kvaliteti i usluzi.
Keywordsservice segmentation positioning the market
Parallel title (English)POSITIONING OF SERVICES IN THE MARKET
Committee MembersDavorin Turkalj (committee chairperson)
Antun Biloš (committee member)
Mane Medić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Organization and Management
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness economy; specializations in: Management
Study specializationManagement
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-29
Parallel abstract (English)
The beginning of this diploma thesis discusses the meaning and the specific characteristics of services as well as the value which the beneficiary receives in the process of the exchange for a different value. There is talk of pervasive services and relations between the company and the customers. We then move on to define the phases and the criteria for market segmentation and to specify the methods of market division by the consumer segments. The consumer groups are then defined by their characteristics and methods are established for better serving them. After identifying the basis for segmentation and developing profiles of the generated segments, we proceed to clarify the methods for the selection of the target market through which the measurements of the segment attractiveness are developed and one or more target segments are then selected. Special attention in this paper is dedicated to positioning or designing the service in a way so that it occupies a special position in the minds of target customers and is therefore implemented as desirable at all stages of its life cycle, when compared to the services of other competitors. The positioning strategy itself is supported by the example of a new service of package transportation called Tisak - Paketomat, which has used the market positioning strategy as its technique of entering the market in an ideal way. The end of the thesis explains additional errors which a company may encounter in the process of positioning (under positioning, over positioning, mixed up and questionable positioning) and defines the ways of repositioning with the aim of building positions at better quality and service.
Parallel keywords (Croatian)usluga segmentacija pozicioniranje tržište
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:482388
CommitterGordana Kradijan