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master's thesis
Marketinške strategije u poslovanju poduzeća H&M
2019. urn:nbn:hr:155:161178
Belin, Petra
University of Dubrovnik
Department of Economics and Business Economics

Cite this document

Belin, P. (2019). Marketinške strategije u poslovanju poduzeća H&M (Master's thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:161178

Belin, Petra. "Marketinške strategije u poslovanju poduzeća H&M." Master's thesis, University of Dubrovnik, 2019. https://urn.nsk.hr/urn:nbn:hr:155:161178

Belin, Petra. "Marketinške strategije u poslovanju poduzeća H&M." Master's thesis, University of Dubrovnik, 2019. https://urn.nsk.hr/urn:nbn:hr:155:161178

Belin, P. (2019). 'Marketinške strategije u poslovanju poduzeća H&M', Master's thesis, University of Dubrovnik, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:155:161178

Belin P. Marketinške strategije u poslovanju poduzeća H&M [Master's thesis]. Dubrovnik: University of Dubrovnik; 2019 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:155:161178

P. Belin, "Marketinške strategije u poslovanju poduzeća H&M", Master's thesis, University of Dubrovnik, Dubrovnik, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:155:161178

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Metadata
TitleMarketinške strategije u poslovanju poduzeća H&M
Title (english)Marketing Strategies in Company H&M
AuthorPetra Belin
MentorBarbara Puh (mentor)
Committee memberIvana Pavlić (predsjednik povjerenstva)
Committee memberMatea Matić Šošić (član povjerenstva)
GranterUniversity of Dubrovnik
(Department of Economics and Business Economics)
Dubrovnik
Defense date and country2019-06-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
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'.
Abstract (english)
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.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:161178
Study programmeTitle: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra 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 note3972
Created on2019-07-16 10:12:37