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undergraduate thesis
Analiza okoline marketinga kao pretpostavka konkurentnosti poduzeća
2020. urn:nbn:hr:155:591437
Pijević, Marija
University of Dubrovnik
Faculty of Economics and Business

Cite this document

Pijević, M. (2020). Analiza okoline marketinga kao pretpostavka konkurentnosti poduzeća (Undergraduate thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:591437

Pijević, Marija. "Analiza okoline marketinga kao pretpostavka konkurentnosti poduzeća." Undergraduate thesis, University of Dubrovnik, 2020. https://urn.nsk.hr/urn:nbn:hr:155:591437

Pijević, Marija. "Analiza okoline marketinga kao pretpostavka konkurentnosti poduzeća." Undergraduate thesis, University of Dubrovnik, 2020. https://urn.nsk.hr/urn:nbn:hr:155:591437

Pijević, M. (2020). 'Analiza okoline marketinga kao pretpostavka konkurentnosti poduzeća', Undergraduate thesis, University of Dubrovnik, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:155:591437

Pijević M. Analiza okoline marketinga kao pretpostavka konkurentnosti poduzeća [Undergraduate thesis]. Dubrovnik: University of Dubrovnik; 2020 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:155:591437

M. Pijević, "Analiza okoline marketinga kao pretpostavka konkurentnosti poduzeća", Undergraduate thesis, University of Dubrovnik, Dubrovnik, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:155:591437

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Metadata
TitleAnaliza okoline marketinga kao pretpostavka konkurentnosti poduzeća
Title (english)Analysis of Environmental Marketing as a Precondition for the Competitiveness of Enterprises
AuthorMarija Pijević
MentorIris Mihajlović (mentor)
Committee memberKatija Vojvodić (predsjednik povjerenstva)
Committee memberMarija Dragičević (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Economics and Business)
Dubrovnik
Defense date and country2020-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Problem istraživanja ovog rada je analiza okoline marketinga kao pretpostavka konkurentnosti poduzeća. Eksterno okruženje obuhvaća snage i varijable koje poduzeće svojim djelovanjem ne može mijenjati, niti kontrolirati. Makro okruženje djeluje na sva poduzeća, a čini ga šest elemenata. Demografija pomaže marketinškim stručnjacima u upoznavanju obilježja potrošača. Ekonomske snage koje djeluju na poduzeća odraz su faze u poslovnom ciklusu u kojoj se nalazi gospodarstvo, inflacije i politike... More kamatnih stopa. Marketinški stručnjaci trebaju dobro poznavati različite oblike konkurencije kojoj poduzeća mogu biti izložena, i u skladu sa strukturom konkurencije na tržištu planirati i provoditi marketinški program. Kulturne i društvene snage imaju snažan utjecaj na marketing. Političke i zakonske snage također postavljaju zahtjeve prema marketinškom ponašanju i poslovanju poduzeća. Mikrookruženje djeluje na pojedinačno, specifično poduzeće i obuhvaća: tržište na kojemu poduzeće posluje, njegove dobavljače i posrednike; ono čini dio marketinškoga sustava poduzeća. Interno okruženje čine snage i varijable na koje poduzeće može djelovati i koje može kontrolirati. Ono se sastoji od svih resursa kojima poduzeće raspolaže. Na oblikovanje marketinškoga programa i aktivnosti najznačajnije utječu snage internog okruženja koje uključuju elemente upravljanja proizvodnjom, ljudskim potencijalima i financijama. U radu je stavljen naglasak na intenzitetu promjena koje utječu na spremnost i prilagodljivost poslovanja tvrtki u turizmu. To je i poticaj nastanka suvremenih alata ponude. Ova problematika se predstavlja u prvom dijelu rada. Dinamika promjene koje sve sile potiču u okruženju utječu na konkurentnost tvrtki definiraju izazove ali i konstantno djeluju na modeliranju suvremenih alata kojima se daje odgovor kroz detektiranje i kvalitetne informacije proizvodnje putem alatima i kreirajući. Less
Abstract (english)
The research problem of this paper is the analysis of the marketing environment as a precondition for the competitiveness of the company. The external environment includes strengths and variables that the company cannot change or control by its actions. The macro environment affects all companies and consists of six elements. Demographics help marketers get to know the characteristics of consumers. The economic forces acting on firms are a reflection of the stages in the business cycle... More in which the economy, inflation and interest rate policy find themselves. Marketing professionals need to be well acquainted with the different forms of competition to which companies may be exposed, and to plan and implement a marketing program in accordance with the structure of competition in the market. Cultural and social forces have a strong influence on marketing. Political and legal forces also place demands on a company’s marketing behavior and operations. The microenvironment affects an individual, specific company and includes: the market in which the company operates, its suppliers and intermediaries; it forms part of a company’s marketing system. The internal environment consists of strengths and variables that the company can act on and control. It consists of all the resources that the company has at its disposal. The design of the marketing program and activities is most significantly influenced by the forces of the internal environment, which include elements of production management, human resources and finance. The paper emphasizes the intensity of changes that affect the readiness and adaptability of companies in tourism. It is also the impetus for the emergence of modern supply tools. This issue is presented in the first part of the paper. The dynamics of change that all forces encourage in the environment affect the competitiveness of companies define challenges but also constantly act on the modeling of modern tools that are answered through detection and quality production information through tools and creating. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:591437
Study programmeTitle: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management
Course: Tourism
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) poslovne ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Public note4127
Created on2020-10-08 10:14:07
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