Ovim se radom želi objasniti važnost uvođenja marketinga kao poslovnog alata koji nam pomaže da brže i produktivnije dođemo do željenih poslovnih ciljeva. Njegova važnost u ovom će se radu opisati kroz razvoj novog proizvoda na primjeru stvaranja „palačinka bara“ i to kroz marketinški miks koji predstavlja temelj kod donošenja odluka i strategije. Očito je da danas možemo imati dobar proizvod, ideju ili uslugu, ali bez dobro postavljene strategije marketinga vrlo su male šanse da će se naš proizvod primijetiti. Sva uspješna poduzeća danas jak naglasak stavljaju na marketing jer su svjesna da je uz pomoć njega lakše definirati put do potrošača te istovremeno zadovoljiti njihove potrebe i želje Ugostiteljstvo kao sveobuhvatna uslužna djelatnost, gdje su želje i zahtjevi potrošača najizraženiji, ovdje predstavlja još veći izazov gdje je bitno djelovati na vrijeme i aktivno istraživati tržište. U svrhu ovog rada je provedeno istraživanje tržišta. Razvoj novog proizvoda opisati će se kroz marketinški miks, koji čini prvu stepenicu koncepta marketinga. U zadnjem djelu rada jedan dio posvetiti će se marketinškoj koncepciji malih i srednjih poduzeća gdje se važnost stavlja na stvaranje brenda i pokretanje franšize, što je u ovom slučaju stvaranja novog proizvoda i primarni cilj. U zaključku je dano osobno mišljenje i osvrt na završni rad u cjelini.

This final paper aims to demonstrate the importance of the introduction of marketing as a business tool that helps us to quickly and productively get business goals. Its importance in this paper will describe the development of a new product on the example of creating a pancake bar with marketing mix, which is a base for decision-making and strategy. It is obvious that today if we have a good product, idea or service, but with no well-positioned marketing strategies it is very little chance that our product get noticed. All successful companies today have a strong emphasis on marketing because they are aware that with the help of marketing they can get easier to define the path to the consumer and at the same time meet their needs and desires. Hospitality as a comprehensive service industry, where the desires and demands of consumers is most pronounced, there is an even greater challenge where essentially to act in time and actively explore the market. The purpose of this work was carried out such an investigation, which will be described in detail and present its results. New product development will be described in the marketing mix, which forms the first step of the concept of marketing. In the last part of the work to dedicate a portion will be marketing the concept of small and medium enterprises where importance is placed on the creation of the brand and the launch of the franchise, which in this case is the creation of new products and primary goal. In conclusion, it is given opinion and review of undergraduate work as a whole.