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master's thesis
STRATEGIJA PROIZVODA NA PRIMJERU SLADOLEDA „KING“ TVRTKE LEDO PLUS D.O.O.
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2021. urn:nbn:hr:145:206606
Mihić, Filip
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

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Mihić, F. (2021). STRATEGIJA PROIZVODA NA PRIMJERU SLADOLEDA „KING“ TVRTKE LEDO PLUS D.O.O. : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:206606

Mihić, Filip. "STRATEGIJA PROIZVODA NA PRIMJERU SLADOLEDA „KING“ TVRTKE LEDO PLUS D.O.O. : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:206606

Mihić, Filip. "STRATEGIJA PROIZVODA NA PRIMJERU SLADOLEDA „KING“ TVRTKE LEDO PLUS D.O.O. : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:206606

Mihić, F. (2021). 'STRATEGIJA PROIZVODA NA PRIMJERU SLADOLEDA „KING“ TVRTKE LEDO PLUS D.O.O. : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 19 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:206606

Mihić F. STRATEGIJA PROIZVODA NA PRIMJERU SLADOLEDA „KING“ TVRTKE LEDO PLUS D.O.O. : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2024 November 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:206606

F. Mihić, "STRATEGIJA PROIZVODA NA PRIMJERU SLADOLEDA „KING“ TVRTKE LEDO PLUS D.O.O. : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:206606

Metadata
TitleSTRATEGIJA PROIZVODA NA PRIMJERU SLADOLEDA „KING“ TVRTKE LEDO PLUS D.O.O. : Diplomski rad
Title (english)MARKETING STRATEGY OF LEDO PLUS D.O.O. ON THE EXAMPLE OF THEIR ''KING'' ICE CREAM : Graduate paper
AuthorFilip Mihić
MentorAna Pap (mentor)
Committee memberHelena Štimac (predsjednik povjerenstva)
Committee memberAna Pap (član povjerenstva)
Committee memberMarija Ham (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2021-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketinška strategija u današnje vrijeme, vrijeme sve razvijenijeg i konkurentnijeg tržišta, trebala bi prije svega ostvariti sve marketinške planove i ciljeve određenog poduzeća te kreirati održivu konkurentsku prednost. Prije svega, trebala bi biti temeljena na provedenim istraživanjima te podacima prikupljenima kroz ista. Prikupljeni podaci trebali bi pridonijeti razvoju i napretku poduzeća te omogućiti poduzeću konkuriranje na određenom tržištu. Kako bi se zadovoljile sve želje i potrebe potrošača, potrebno je poduzeti što bolje marketinške aktivnosti te uz minimalne troškove ostvariti unaprijed planirane ciljeve te razviti neraskidive veze i odnose s već postojećim ali i potencijalnim novim kupcima. Unapređenjem već postojećih proizvoda, ali i uvođenjem novih, poduzeće bi trebalo biti fokusirano na potrošačeva očekivanja. U ovom radu prikazat će se marketing strategija tvrtke Ledo plus d.o.o. na primjeru njihovog sladoleda ,,King''. Na temelju svih prikupljenih podataka analizirat će se preferencije potrošača i njihove navike prilikom kupovine Ledo proizvoda. Prilikom prikupljanja podataka potrebnih za ovu analizu provedeno je istraživanje na uzorku od 118 ispitanika putem upitnika koji je bio dobrovoljan i anoniman za sve ispitanike, a u svrhu prikupljanja njihovih osobnih stavova i mišljenja. Upitnik je proveden online putem Google Formsa. Iz rezultata provedene ankete zaključuje se kako su ispitanici upoznati sa Ledo proizvodima i njihovim karakteristikama.
Abstract (english)
Marketing strategy nowadays, in a time of increasingly developed and competitive market, should primarily achieve all marketing plans and goals of a particular company and create a sustainable competitive advantage. First of all, marketing strategy should be based on the conducted research and on the data collected through it. The collected data can contribute to the development and progress of a company. In addition, it should enable the company to compete in a particular market. To satisfy the wishes and needs of consumers, it is necessary to undertake the best possible marketing activities, and to achieve pre-planned goals at minimal cost in order to develop unbreakable connections and relationships with existing and potential new customers. By improving existing products, but also by introducing new ones, business should be focused on consumer expectations. In this paper, marketing strategy of Ledo plus d.o.o. will be analyzed on the example of their ''King'' ice cream. Based on the collected data, the preferences of consumers and their purchasing habits of Ledo products will be analyzed. The survey was conducted on a sample of 118 respondents through a survey questionnaire that was voluntary and anonymous for all respondents, with the aim to collect their views and opinions. The survey questionnaire was conducted online through Google Forms. From the results of the survey, it is possible to conclude that the respondents are familiar with Ledo products and their characteristics.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:206606
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-05-06 10:27:43