prikaz prve stranice dokumenta Marketinške strategije fitness centara u Splitsko-dalmatinskoj županiji
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undergraduate thesis
Marketinške strategije fitness centara u Splitsko-dalmatinskoj županiji
završni rad
Split: University of Split, Faculty of Kinesiology, 2019. urn:nbn:hr:221:913958
Baričević, Boško
University of Split
Faculty of Kinesiology

Institutional repository: Repository of Faculty of Kinesiology, University of Split

Cite this document

Baričević, B. (2019). Marketinške strategije fitness centara u Splitsko-dalmatinskoj županiji : završni rad (Undergraduate thesis). Split: University of Split, Faculty of Kinesiology. Retrieved from https://urn.nsk.hr/urn:nbn:hr:221:913958

Baričević, Boško. "Marketinške strategije fitness centara u Splitsko-dalmatinskoj županiji : završni rad." Undergraduate thesis, University of Split, Faculty of Kinesiology, 2019. https://urn.nsk.hr/urn:nbn:hr:221:913958

Baričević, Boško. "Marketinške strategije fitness centara u Splitsko-dalmatinskoj županiji : završni rad." Undergraduate thesis, University of Split, Faculty of Kinesiology, 2019. https://urn.nsk.hr/urn:nbn:hr:221:913958

Baričević, B. (2019). 'Marketinške strategije fitness centara u Splitsko-dalmatinskoj županiji : završni rad', Undergraduate thesis, University of Split, Faculty of Kinesiology, accessed 28 November 2024, https://urn.nsk.hr/urn:nbn:hr:221:913958

Baričević B. Marketinške strategije fitness centara u Splitsko-dalmatinskoj županiji : završni rad [Undergraduate thesis]. Split: University of Split, Faculty of Kinesiology; 2019 [cited 2024 November 28] Available at: https://urn.nsk.hr/urn:nbn:hr:221:913958

B. Baričević, "Marketinške strategije fitness centara u Splitsko-dalmatinskoj županiji : završni rad", Undergraduate thesis, University of Split, Faculty of Kinesiology, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:221:913958

Metadata
TitleMarketinške strategije fitness centara u Splitsko-dalmatinskoj županiji : završni rad
Title (english)Marketing Strategies of Fitness Centers in Split-Dalmatia County : Undergraduate Thesis
AuthorBoško Baričević
MentorKatija Kovačić (mentor)
Committee memberKatija Kovačić (predsjednik povjerenstva)
Committee memberMateo Blažević (član povjerenstva)
Committee memberEdo Blažević (član povjerenstva)
GranterUniversity of Split
Faculty of Kinesiology
Split
Defense date and country2019-11-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Kinesiology
Abstract
Marketing je od presudne važnosti za uspješno poslovanje. Tržište je prezasićeno brojnim sportskim ponudama stoga fitness centri moraju uložiti dodatne napore u vidu kvalitetne ponude kako bi bili konkurentni. U radu se na primjeru četiri najpoznatija fitness centra u Splitsko-dalmatinskoj županiji, primjenom metode dubinskih intervjua sa voditeljima fitness centara, analizira u kojoj mjeri fitness centri primjenjuju marketinšku koncepciju, koje marketinške strategije u konkurentskom nadmetanju koriste te na kojim razlikovnim prednostima izgrađuju tržišni položaj. Nalazi istraživanja indiciraju da unatoč implementaciji marketinških aktivnosti u poslovanje i fokusu na potrošače i njihove potrebe, fitness centri u SDŽ nisu jasno definirali strateški okvir poslovanja (viziju i misiju) niti sustavno razvili marketinške strategije kao jamac uspješnog tržišnog nadmetanja.
Abstract (english)
Marketing is a critical component of establishing a successful business entity. The fitness market is currently saturated, with numerous already existing centers, so a business has to make additional efforts when creating a product in order for it to be competitive. This paper, using in-depth interviews, on a sample of four leading fitness centers in the Split-Dalmatia County, examines the extent to which fitness centers apply the marketing concept, which marketing strategies they utilize and which competitive advantages they strive to achieve. The research findings indicate that, despite the implementation of broad-based marketing activities and focusing consumers’ needs, the County’s fitness centers have not clearly defined the strategic business framework (vision and mission), nor have systematically developed adequate marketing strategies, which would give rise to a favorable market competition outcome.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:221:913958
Study programmeTitle: Undergraduate Professional Study of Kinesiology - Recreation and Fitness; specializations in: Recreation and Fitness
Course: Recreation and Fitness
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/ prvostupnica (baccalaureus/ baccalaurea) kineziologije (rekreacija i fitnes) (stručni/a prvostupnik/ prvostupnica (baccalaureus/ baccalaurea) kineziologije (rekreacija i fitnes))
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-05-05 17:15:56