| Abstract | Hrana zauzima strateško mjesto u životu, jer ima utjecaj na ozdravljenje od mnogih
bolesti te prevenciji liječenju i održavanju zdravlja. Ona služi za izgradnju našeg
tijela- ćelija i tkiva, te služi za stvaranje energije potrebne za fizički i umni rad, njena
je vrijednost energetska i biološka. U svakodnevnici zbog ubrzanog načina života
jesti zdravo zapravo predstavlja sve veći izazov. Hrana se više ne promatra samo s
aspekta potreba adekvatnog nego ima, vodeću ulogu u kvaliteti života čovjeka. Na
tržištu nailazimo na raznoliku hranu koja je deklarirana kao zdrava, no da li je to
doista tako? Važnu ulogu po tome pitanju zauzima marketing zdrave hrane. Zdrava
hrana usprkos svim problemima na koje nailazi prilikom proizvodnje i distribucije
postaje sve popularnija, osobito među sportašima te fakultetski obrazovanom
populacijom. Zdrava hrana među kojom se podrazumijeva organski proizvedena
hrana te zdravstveno ispravna hrana, koristi se pri liječenju mnogih bolesti kao i za
prevenciju istih. Upravo se iz tih razloga sve više proizvođača odlučuje za
proizvodnju zdrave hrane. Prepoznavši nove trendove u prodaji (Internet prodaja),
zdrava hrana postaje dostupnija kupcima koji na taj način imaju mogućnost pristupu
raznolikih informacija. Budući da Hrvatska pripada u tranzicijske zemlje te je
ekonomska moć stanovništva relativno loša, viša cijena zdrave hrane je još uvijek
glavna prepreka njezinoj većoj konzumaciji. Nemoguća je potpuno organska
proizvodnja hrane zbog zagađenosti atmosfere i proizvodnje hrane klasičnim
načinom proizvodnje na okolnim zemljištima. No, unatoč svim problemima broj
konzumenata i proizvođača hrane iz godine u godinu sve se više povećava. Očekuje
se da će Hrvatska postati oaza u proizvodnji zdrave hrane te time iskoristiti sve one
komparativne potencijale koje ima. Stratešku ulogu u svemu tome ima marketing
zdrave hrane. |
| Abstract (english) | Food takes a strategic place in life, as it has an effect on prevention, healing and
treatment of many illnesses, as well as in maintaining health. It serves to build our
body-cells and tissues and to create the energy needed for physical and mental work;
its value is energetic and biological. In everyday, accelerated life, eating healthy is
actually an ever increasing challenge. Food is no longer seen just as a need, but
takes a leading role in the quality of life of man. We come across a variety of foods
that are declared healthy, but is it really so? An important role in this regard is the
marketing of healthy food. Healthy food, despite all the problems it faces in
production and distribution, is becoming increasingly popular, especially among
athletes and faculty-educated population. Healthy foods, by which we mean organic
production food and health- standards abiding food, are used to treat many diseases
as well as to prevent them. For this reason, an increasing number of manufacturers
decide to produce healthy food. Recognizing new sales trends (Internet sales),
healthy food becomes more accessible to customers, thus enabling access to a
variety of information. Since Croatia belongs to the countries in transition and the
economic power of the population is relatively low, the higher price of healthy food is
still the main obstacle to its wider consumption. It is impossible to produce food in a
completely organic way due to the pollution of the atmosphere and the traditional
production of food on the surrounding land. But despite all the problems, the number
of consumers and food manufacturers is growing. Croatia is expected to become an
oasis in the production of healthy food, thus making use of all the potentials it has.
The strategic role in all of this is marketing of healthy foods. |
| Study programme | Title: 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) |
