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undergraduate thesis
Marketinška okolina poduzeća "Valamar riviera d.d."
2018. urn:nbn:hr:137:291614
Pavković, Marina
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Pavković, M. (2018). Marketinška okolina poduzeća "Valamar riviera d.d." (Undergraduate thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:291614

Pavković, Marina. "Marketinška okolina poduzeća "Valamar riviera d.d."." Undergraduate thesis, University of Pula, 2018. https://urn.nsk.hr/urn:nbn:hr:137:291614

Pavković, Marina. "Marketinška okolina poduzeća "Valamar riviera d.d."." Undergraduate thesis, University of Pula, 2018. https://urn.nsk.hr/urn:nbn:hr:137:291614

Pavković, M. (2018). 'Marketinška okolina poduzeća "Valamar riviera d.d."', Undergraduate thesis, University of Pula, accessed 06 April 2025, https://urn.nsk.hr/urn:nbn:hr:137:291614

Pavković M. Marketinška okolina poduzeća "Valamar riviera d.d." [Undergraduate thesis]. Pula: University of Pula; 2018 [cited 2025 April 06] Available at: https://urn.nsk.hr/urn:nbn:hr:137:291614

M. Pavković, "Marketinška okolina poduzeća "Valamar riviera d.d."", Undergraduate thesis, University of Pula, Pula, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:137:291614

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Metadata
TitleMarketinška okolina poduzeća "Valamar riviera d.d."
Title (english)The marketing environment of company "Valamar riviera d.d."
AuthorMarina Pavković
MentorAriana Nefat (mentor)
Committee memberDanijela Križman Pavlović (predsjednik povjerenstva)
Committee memberAriana Nefat (član povjerenstva)
Committee memberErik Ružić (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2018-12-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom završnom radu analizirala se marketinška okolina poduzeća te je na primjeru poduzeća Valamar Riviera ona detaljno obrađena. U teorijskom dijelu se definirala okolina i njezina dva segmenta, a to su mikro i makrookolina. Mikrookolinu poduzeća čine dobavljači, kupci, marketinški posrednici, konkurencija i javnost, dok se makrookolina poduzeća sastoji od demografske, gospodarske, prirodne, tehnološke, političke ili zakonske te društvene ili kulturne okoline. Uz navedene okoline analizirana... More je i pojava nove virtualne okoline. U drugom dijelu rada analizirana je mikro i makrookolina poduzeća Valamar Riviera i napravljena SWOT analiza te su utvrđene prednosti, slabosti, prilike i prijetnje. Utvrđeno je da poduzeće Valamar Riviera neprestano ulaže napore kako bi i dalje ostalo jedno od vodećih maloprodajnih poduzeća. Kako bi zadržalo vodeću poziciju na tržištu i nastavilo širenje, Valamar Riviera treba iskoristiti prednosti temeljene na tradiciji, kvaliteti proizvoda i kontinuirano provoditi analizu okoline u kojoj posluje. Less
Abstract (english)
In this thesis the marketing environment of a company is being analyzed and it was elaborated on an example of Valamar Riviera company. The environment and its two important parts, micro and macro-environment, are defined in the theoretic part. The microenvironment of a company is made of its suppliers, customers, marketing agents, competitors and general public while the macro-environment of a company consists of a demographic, economic, natural, technologic, political or legislative as well... More as social or cultural environment. Beside the mentioned types of environments there was also an analysis of an appearance of a new virtual environment. In the second part of the thesis there was an analysis of micro and macro-environment of Valamar Riviera company and SWOT analysis was made to establish the advantages, disadvantages, opportunities and threats. It was established that Valamar Riviera company is putting continuous effort to remain one of the leading retailing companies. To keep the leading position on the market and continue the expansion, Valamar Riviera has to use the advantages based on the tradition, quality of products and to constantly conduct analysis of the environment where it operates. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:291614
Study programmeTitle: Business Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics
Course: Marketing Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-12-21 17:15:02
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