| Abstract | U teoriji i praksi klasičnog poimanja marketinškog upravljanja, funkcija upravljanja prodajom raspolaže širokom paletom metodâ, alata, koncepata i strategijâ koji joj omogućavaju kvalitetno izvršenje svojih ciljeva. Međutim, ponekad društveno-kulturne i/ili vjerske norme onemogućavaju standardnu primjenu provjerenih alata. U konkretnom slučaju govori se o tržištu halal proizvoda i uslugâ koje je izuzetno specifično obzirom da ga u velikoj mjeri definiraju vjera - islam i šerijatski zakon. Iako je nastup na ovom tržištu otežan, ponekad zbunjuje i zastrašuje količinom pravila, nije i nemoguć. Nadasve je nužno poznavanje i poštivanje islama i njegovih načela poslovanja.
Polazeći od činjenice da su muslimani, prema Popisu stanovništva, kućanstava i stanova 2011. godine, činili tek 1,47% ukupnog broja vjernika u Republici Hrvatskoj, temeljni fokus ovog rada stavljen je na poduzetnike usmjerene izvoznim tržištima sa stanovništvom pretežito islamske vjeroispovijesti, napose na poduzetnike usmjerene na zemlje članice OIC grupacije (engl. Organisation of Islamic Cooperation), pri čemu je jasno definirano da su primarni ciljni tržišni segment ovog rada potrošači islamske vjeroispovijesti.
Ciljevi rada su: upoznavanje s razvojem i brendiranjem proizvoda i uslugâ halal certifikatom, upoznavanje s islamskim principima marketinga, utvrđivanje kritičnih točaka i problematika primjene klasičnih standardnih alata upravljanja prodajom, te u konačnici razvoj koncepata upravljanja prodajom temeljenog na islamskim principima marketinga za proizvode i usluge brendirane halal certifikatom.
Od izuzetne je važnosti napomenuti da su zaključci i smjernice izneseni u ovom radu nadasve primjenjivi i na hrvatskom tržištu, odnosno na svim ostalim tržištima čiji udio stanovništva čine i pripadnici islamske vjeroispovijesti. I dok su pripadnici islamske vjeroispovijesti u Hrvatskoj tek nepravedno zanemarena tržišna niša, čemu u prilog govore i činjenice da proizvodna poduzeća svoje komunikacijske napore u maloj ili nikakvoj mjeri direktno usmjeravaju na nju, muslimansko stanovništvo u svijetu u izuzetnom je porastu i ne predstavlja tržišnu nišu, već iskazuje nezaobilaznu potrebu da se proizvodi i usluge oblikuju upravo prema njihovim potrebama, te da se s njima komunicira prema, za njih, vjerski i društveno prihvatljivom modelu.
Ujedno, obzirom na utvrđeni nedostatak konsenzusa u dostupnoj literaturi što je islamski marketing i da li on uopće kao takav postoji, autorica je temeljem svojih promišljanja istraživane teme ponudila svoj koncept definicije islamskog marketinga: Islamski marketing je filozofija društvenog područja koja marketeru koji svoje poslovanje u svakom segmentu temelji na etičnim poslovnim temeljima, omogućava stvaranje, komuniciranje i isporučivanje potrebnih vrijednosti potrošačima na društveno i moralno ispravan način u skladu s islamskim vjerskim pravilima, istovremeno vodeći računa o svim dionicima poslovnog subjekta, te samim postojanjem stvarajući pozitivne promjene u okolinama subjekta.
Također, ponuđen je skraćeni teoretski model upravljanja marketingom koji je prilagođen izlasku na tržište zemalja OIC grupacije, a temelji se na prethodno razvijenom konceptu upravljanja prodajom temeljenog na islamskim principima marketinga za proizvode i usluge brendirane halal certifikatom.
Ostvarenje zadanih ciljeva izvršeno je teoretskom obradom teme, uredskim istraživanjem, metodom analize i sinteze, metodom komparacije i deskripcije. |
| Abstract (english) | In the theory and practice of classical understanding of marketing management, the sales management function has a wide range of methods, tools, concepts and strategies that enable it to achieve its goals in a high quality. However, sometimes socio-cultural and / or religious norms prevent the standard application of tools that have already proved their efficiency. In this case, we are talking about the market of Halal products and services which is extremely specific since it is largely defined by religion - Islam and Sharia law.
Although the performance in this market is difficult, sometimes confusing and intimidating by the number of rules, it is not impossible to do business on it. Above all, it is necessary to know and respect Islam and its principles of business.
Based on the fact that the Muslims in Croatia are largely a big minority, the basic focus of this paper is placed on entrepreneurs oriented to the export markets with Muslims as a predominantly majority, especially at entrepreneurs oriented to the member countries of the Organization of Islamic Cooperation (OIC), whereby it is clearly defined that the primary targeted market segment of this paper are consumers of Islamic faith i.e. Muslims.
The goals of this paper are: getting acquainted with the development and branding of Halal products and services, getting familiar with Islamic marketing principles, identifying critical points and by applying classic sales management tools, and ultimately developing a new concept of sales management based on Islamic marketing principles for Halal branded products and sevices.
It is of utmost importance to note that the conclusions and guidelines presented in this paper are applicable in the Croatian market and in all other markets with Muslim demographic segment. And while Muslims in Croatia are unfairly neglected market niche, which is supported by the fact that companies are poorly directing their communication efforts to them, the Muslim population in the world is in a remarkable increase and does not represent a market niche.
This points to an inevitable need to shape products and services exactly according to their needs, and to communicate with them in a, for them, religious and social acceptable model.
Also, regarding the lack of consensus in the available literature what Islamic marketing is and whether it exists, the author has offered her concept of definition of Islamic marketing based on her reflection on the researched topic: Islamic Marketing is a philosophy of the social area where the fact that marketer is relaying in every segment of his business actions on ethics, enables him the creation, communication and delivery of necessary values to consumers in a socially and morally correct manner in accordance with Islamic religious rules, while taking into account all business’ stakeholders interests and with the fact of his existence is creating positive changes in the environments of the subject.
Also, an abbreviated version of marketing management model has been made for entering the OIC group’s market. It’s based on a previously developed sales management concept based on Islamic marketing principles for products and services branded by Halal certificate.
The achievements of the given objectives were accomplished by theoretical processing of the matter, with the use of a desk research, comparative and descriptive methods, analysis and synthesis. |
