| Abstract | U ovom diplomskom radu razvijen je marketing-plan, tj. marketing-strategije i plan promotivnih aktivnosti za sportsku akademiju Vunderkid. Diplomski rad podijeljen je u 5 dijelova: (1) Početni koraci pri izradi marketinškog plana, (2) Analiza trenutnog stanja, (3) Postavljanje marketinških ciljeva te strategija marketinga, (4) Definiranje taktika marketinga te izrada financijskog proračuna i (5) Marketinški plan sportske akademije Vunderkid.
U prve četiri cjeline su teorijski postupci kako bi se lakše kreirao marketinški plan, od definiranja misije i svrhe poduzeća do analiza koje se trebaju provesti u poduzeću prilikom kreiranja marketinškog plana. To su PEST analiza, SWOT analiza, Porterov model 5 sila te GE/McKinsey analiza. Nakon toga provedena je anketa kako bi se lakše donijeli zaključci te strategije i taktike koje će se primjeniti u marketinškom planu. Sljedeći dio su marketinški ciljevi i strategije marketinga, nakon čega slijede taktike te financijski proračun kako bi marketinški plan imao svoju svrhu.
U posljednjem petom dijelu prikazan je marketinški plan sa svim njegovim pripadajućim dijelovima. U njemu je detaljno napravljena analiza situacije koja obuhvaća vanjske i unutarnje analize, istraživanje tržišta putem ankete, definirani su marketinški ciljevi te oblikovane marketinške strategije. Detaljno su razrađene strategije marketinškog miksa te je izrađen media plan za klasične i digitalne medije te troškovnik promotivnih aktivnosti. |
| Abstract (english) | In this graduate thesis, a marketing plan, ie marketing strategy and a plan of promotional activities for the Vunderkid Sports Academy, was developed. The thesis is divided into 5 parts: (1) Initial steps in the design of a marketing plan, (2) Analysis of the current state, (3) Setting marketing objectives and marketing strategies, (4) Defining marketing tactics and making a financial budget, and (5) Marketing plan of the Vunderkid Sports Academy. The first four chapters are theoretical procedures to facilitate a marketing plan, from defining the mission and purpose of the enterprise to the analysis that needs to be carried out in the company when creating a marketing plan. These are PEST analysis, SWOT analysis, Porter's 5 forces model, and GE / McKinsey analysis. Subsequently, a survey was conducted to facilitate the conclusion of this strategy and tactics to be applied in the marketing plan. The next part is the marketing goals and marketing strategies, followed by tactics and financial budget for the marketing plan to have its purpose. In the last fifth part, a marketing plan with all its accompanying parts is shown. In it, a detailed analysis of the situation, including external and internal analysis, market research through the survey, has defined the marketing objectives of this shaped marketing strategy. Detailed marketing strategy strategies were developed and a media plan for classical and digital media and cost promotional activities was developed. |
