undergraduate thesis
Strategic marketing of Coca-Cola HBC Croatia

Ursula Beck (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleStrateški marketing kompanije Coca-cole HBC Hrvatska
AuthorUrsula Beck
Mentor(s)Ariana Nefat (thesis advisor)
Abstract
U radu je prikazana uloga strateškog marketinga u rastu i razvoju poduzeća Coca-Cola HBC Hrvatska, lokalne podružnice međunarodne kompanije Coca-Cola Company, i to s posebnim naglaskom na njihov najpoznatiji proizvod, gazirano piće naziva Coca-Cola. Opisane su sve pojedine faze strateškog marketinga, od analize unutrašnjih čimbenika i vanjske marketinške situacije preko segmentacije tržišta prema geografskim, demografskim, psihografskim i bihevioralnim pokazateljima, odabira ciljnog tržišta i pozicioniranja do konačnog izbora određenih strategija marketinga i njihovog uvođenja, primjene i vrednovanja. Utvrđeno je da poduzeće u okviru postizanja jasno definiranih ciljeva ugrađenih u svoju viziju i misiju posebnu pozornost pridaje održivom poslovanju na način da proaktivno djeluje u lokalnoj zajednici štiteći prirodne resurse i potičući zdrave životne navike potrošača svojih proizvoda. Na taj način tvrtka uspješno promovira svoje proizvode društveno prihvatljivim promišljanjima, ujedno postavljajući i visoke standarde poslovne prakse za sve ostale dionike tržišta bezalkoholnih pića. Istaknuto je kako poduzeće značajnim financijskim sredstvima uloženim u aktivnosti strateškog marketinga ostvaruje prepoznatljivost svojih proizvoda, konkurentsku prednost i superioran položaj na globalnom tržištu u odnosu na ostale sudionike, zahvaljujući čemu je i Coca-Cola HBC Hrvatska jedna od najvećih tvrtki u industriji bezalkoholnih pića u Republici Hrvatskoj.
Keywordsstrategic marketing Coca-Cola HBC Hrvatska sustainable business
Parallel title (English)Strategic marketing of Coca-Cola HBC Croatia
Committee MembersLenko Uravić (committee chairperson)
Ariana Nefat (committee member)
Dražen Alerić (committee member)
GranterUniversity of Pula
Lower level organizational unitsFaculty of economics and tourism "Dr. Mijo Mirković"
PlacePula
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeBusiness Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics
Study specializationMarketing Management
Academic title abbreviationuniv.bacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-28
Parallel abstract (English)
In this work is presented the role of strategic marketing in growth and development of enterprise Coca-Cola HBC Hrvatska, with special emphasis on their most famous product, carbonated drink Coca-Cola. All the individual phases of strategic marketing are described, starting with analysis of internal factors to the external marketing situation over the segmentation of the market by geographic, demographic, psychographic and behavioral indicators, selection of target markets and positioning to the final selection of certain marketing strategies and their introduction, application and evaluation. It is established that the company in the context of achieving a clearly defined goals embedded in its vision and mission pays special attention to sustainable business in a way that they proactively work in the local community by protecting natural resources and encouraging a healthy lifestyle of consumers of their products.In this way the company has been successfully promoting their products socially acceptable reflection, and at the same time setting the high standards of business practice for all other stakeholders who are involved in soft drink market. It is pointed out that an undertaking significant financial resources invested in activities of strategic marketing achieves the recognition of their products, competitive advantage and superior position in the global market compared to other stakeholders, thanks to which the Coca-Cola HBC Hrvatska is one of the largest companies in the industry of soft drinks.
Parallel keywords (Croatian)strateški marketing Coca Cola HBC Hrvatska održivo poslovanje
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:479084
CommitterTihana Gerić