| Abstract | U ovome završnom radu obradit će se pojam marketing, marketinški miks te marketinški miks
na modnom tržištu. Marketinški miks obuhvaća elemente koji pomažu u ostvarivanju ciljeva,
ali i zadovoljenja potreba i želja tržišta odnosno krajnjih kupaca. Jedan od najpoznatijih
marketinških modela ima karakteristični naziv „4P“ i potječe od početnih slova 4 segmenta: P
- price (cijena), P-product (proizvod), P-place (lokacija), P-promotion (promocija). Sve se više
govori i o „7P“ koji pored cijene, proizvoda, lokacije i promocije čine: ljudi, procesi i fizičko
okruženje. U radu će se detaljno analizirati marketinški miks „4P“ na modnom tržištu zbog toga
što poduzeća koja su na modnom tržištu suočavaju se s raznim preprekama kao što su učestale
promjene u željama potrošača zbog eksternih čimbenika, sezonalnost, prilagođavanje novim
modnim trendovima. Dakle, važno je donijeti dobre odluke o navedenim elementima marketing
miksa. Prije samog definiranja marketing miksa prikazat će se zašto je važno prvo odrediti
ciljno tržište pa tek onda sve ostale elemente marketing miksa.
Analiza modnog brenda ELFS je odabrana upravo zbog njegove popularnosti, širine asortimana
i uspješnosti na tržištu. Ovo je jedan od najpopularnijih hrvatskih modnih brendova koji u svojoj
ponudi ima odjeću i obuću za žene, muškarce i djecu, ali i proizvode za dom. |
| Abstract (english) | In this final paper, the term marketing, marketing mix and marketing mix in the fashion market
will be discussed. The marketing mix includes elements that help achieve the goals, but also
meet the needs and desires of the market or end customers. One of the most famous marketing
models has the characteristic name "4P" and comes from the initials of 4 segments: P - price,
P-product, P-place, P-promotion. There is more and more talk about "7P" which, in addition to
price, products, locations and promotions, consists of: people, processes and the physical
environment. The paper will analyze in detail the marketing mix "4P" in the fashion market
because companies that face various obstacles in the fashion market such as frequent changes
in consumer preferences due to external factors, seasonality, adaptation to new fashion trends.
So, it is important to make good decisions about the above elements of the marketing mix.
Before defining the marketing mix, it will be shown why it is important to first determine the
target market and only then all the other elements of the marketing mix.
The analysis of fashion brand ELFS was chosen precisely because of its popularity, breadth of
assortment and success in the market. This is one of the most popular Croatian fashion brands
that offers clothes and footwear for women, men and children, as well as home products. |
