undergraduate thesis
management marketing in transport companies

Anja Pintar (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleUpravljanje marketingom u prijevoznim poduzećima
AuthorAnja Pintar
Mentor(s)Danijela Križman Pavlović (thesis advisor)
Abstract
Promet je uslužna djelatnost koja podrazumijeva prijenos ljudi, dobara, vijesti i energije s mjesta na mjesto. U užem se smislu definira kao transport ili prijevoz, a u širem obuhvaća transport (prijenos ljudi i dobara) i komunikacije (prijenos vijesti, slika, ideja i uopće najrazličitijih informacija). Osnovne vrste prometa su cestovni, željeznički, cjevovodni, pomorski, riječni, jezerski i kanalski promet. Na modernom turističkom tržištu, adekvatna strategija marketinga smatra se jednim od najznačajnijih faktora u poslovanju, a dobar plan marketinških aktivnosti preduvjet je za poboljšanje tržišne pozicije. Marketing se temelji na kupcima, čime oni postaju ključni element marketinškog sustava. Cilj marketinga jest privući nove kupce pružajući im zadovoljstvo i obećavajući im veću vrijednost, te zadržavanje sadašnjih kupaca kroz pružanje zadovoljstva. Marketing se prvo najbrže počeo širiti u poslovnom sektoru u tvrtkama koje su se bavile proizvodima krajnje potrošnje, trajnim dobrima i industrijskom opremom. U posljednjih nekoliko desetljeća, uslužne su tvrtke poput zrakoplovnih kompanija, osiguravajućih društva i tvrtki za financijske usluge također počele primjenjivati moderne marketinške aktivnosti. Uspješne tvrtke danas nastoje da marketinški način razmišljanja i djelovanja usvoje svi menadžeri i zaposlenici kako bi se što uspješnije odvijalo poslovanje. Marketing koncept znači da poduzeće treba usmjeriti sve svoje aktivnosti na zadovoljavanje potreba i želja svojih potrošača uz ostvarenje profita S primjenom marketinga u prometnim granama započelo se nešto kasnije u odnosu na njegovu primjenu u drugim organizacijama. Danas je marketing gotovo neizostavna funkcija u poslovanju svih prometnih poduzeća. Zračni promet najmlađa je prometna grana, međutim unatoč tome ima vodeću ulogu na današnjem tržištu. Brzina zračnog prometa je njegova najveća prednost te je upravo iz tog razloga uspio ostvariti brzi razvoj u relativno kratkom vremenu. „Croatia Airlines“ d.d. nacionalni je zračni prijevoznik u Republici Hrvatskoj i dio međunarodnoga zračnog prijevoza. Pruža usluge prijevoza putnika, robe i pošte u zračnom prometu, održavanja zrakoplova, te stručno osposobljavanje zrakoplovnog osoblja. Osnovana je 7. kolovoza 1989. godine pod nazivom „Zagal“, a kasnije ime mijenja u „Croatia Airlines“ Najveći uspjeh postiže 2004. godine kada postaje regionalni član Star Alliance-a, a od 2010. godine i njen punopravni član. Tim je članstvom podignuta kvaliteta usluga kao i njihova prepoznatljivost, a uz to mnoge druge pogodnosti. Danas „Croatia Airlines“ d.d. posluje uspješno s ciljem učvršćivanja svoje pozicije kao regionalnog lidera.
Keywordsmarketing traffic air transport “Croatia Airlines” d.d. airline
Parallel title (English)management marketing in transport companies
Committee MembersAljoša Vitasović (committee chairperson)
Danijela Križman Pavlović (committee member)
Erik Ružić (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 specializationTourism
Academic title abbreviationuniv.bacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-13
Parallel abstract (English)
Traffic is a service that considers passage of people, goods, data and energy from one place to the other, along routes o transportation. In a limited sense it is defined as a transport, and in a wider sense as a transport of people and goods, and communications (media, pictures, ideas,and different information). Basic kinds of traffic are: road traffic, air traffic, railway traffic, pipe-line traffic, nautical traffic, river and canal traffic. On a modern tourist market adequate touristic marketing strategy is considered as one of the most important factors in business, and a good marketing concept is prerequisite for a better position on a market. Marketing refers to the interaction between a business and customers , and customers are key element of a marketing system. The main goal of marketing is to draw new customers/buyers and give potential buyers satisfaction and guarantee them higher quality, and at the same time to retain old customers. Marketing is relatively young discipline, at first it was present in companies that had final products and final customer, in companies that were in business with industriall equipment. In last few decades, air traffic and insurance companies and companies from financial sector are also adapting modern concept of marketing. In successsful companies today, marketing is integrated with all aspects of company“s operations (production, distribution,advertising) and all employees should be fully aware of the company“s goals and its marketing strategy for attaining them. So, that company can quickly respond to changes in the marketplace. Marketing concept means that company should direct all its activities to satisfy needs of customers, but also at the same time to maximize company“s financial return. In traffic sector use of marketing strategy came later when we compare to the other sectors. Today, marketing in traffic sector is something obligatory. 52 Air traffic is the youngest traffic subdivision, in spite of that it has leading position on the market. The fast development of air traffic is its biggest advantage, this is the reason why this sector has the fastest growth in short period of time. „Croatia Airlines“ d.d. is Croatian national, state-owned flag carrier, and operates domestic and international services mainly to European destinations. The airline was established on 7th of August 1989. under the name „Zagal“, year after Zagal changed its name to „Croatia Airlies“ d.d. The biggest success was in the year 2004., since then the airline has been joind member of Star Aliance, and in year 2010. Full member of Star Alliance. Since then the quality of service is on higher level, and recognizable. „Croatia Airlines“ d.d. today is a succesfull company with a business goal to establish its position as a regional lider.
Parallel keywords (Croatian)promet marketing zračni promet „Croatia Airlines“ d.d. aviokompanija
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:716643
CommitterEster Bencic