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master's thesis
POZICIONIRANJE PROIZVODA NA POLICAMA NA PRIMJERU PODUZEĆA PODRAVKA
2015. urn:nbn:hr:143:188644
Blažić, Branimira
Šibenik University of Applied Sciences
Management

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Blažić, B. (2015). POZICIONIRANJE PROIZVODA NA POLICAMA NA PRIMJERU PODUZEĆA PODRAVKA (Master's thesis). Šibenik: Šibenik University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:143:188644

Blažić, Branimira. "POZICIONIRANJE PROIZVODA NA POLICAMA NA PRIMJERU PODUZEĆA PODRAVKA." Master's thesis, Šibenik University of Applied Sciences, 2015. https://urn.nsk.hr/urn:nbn:hr:143:188644

Blažić, Branimira. "POZICIONIRANJE PROIZVODA NA POLICAMA NA PRIMJERU PODUZEĆA PODRAVKA." Master's thesis, Šibenik University of Applied Sciences, 2015. https://urn.nsk.hr/urn:nbn:hr:143:188644

Blažić, B. (2015). 'POZICIONIRANJE PROIZVODA NA POLICAMA NA PRIMJERU PODUZEĆA PODRAVKA', Master's thesis, Šibenik University of Applied Sciences, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:143:188644

Blažić B. POZICIONIRANJE PROIZVODA NA POLICAMA NA PRIMJERU PODUZEĆA PODRAVKA [Master's thesis]. Šibenik: Šibenik University of Applied Sciences; 2015 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:143:188644

B. Blažić, "POZICIONIRANJE PROIZVODA NA POLICAMA NA PRIMJERU PODUZEĆA PODRAVKA", Master's thesis, Šibenik University of Applied Sciences, Šibenik, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:143:188644

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Metadata
TitlePOZICIONIRANJE PROIZVODA NA POLICAMA NA PRIMJERU PODUZEĆA PODRAVKA
Title (english)THE POSITIONING OF THE PRODUCT IN THE CASE OF COMPANY PODRAVKA
AuthorBranimira Blažić
MentorJelena Šišara (mentor)
Committee memberTanja Radić Lakoš
Committee memberAnita Grubišić
Committee memberJelena Šišara
GranterŠibenik University of Applied Sciences
(Management)
Šibenik
Defense date and country2015-06-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj rad bavi se problematikom pozicioniranja proizvoda. Pozicioniranjem proizvoda poduzeće želi postići dojam u svijesti potrošača o obilježjima proizvoda u usporedbi s njihovim dojmom o proizvodima konkurenata. Brzi razvoj novih tehnologija proizvodnje i primjene računala u dizajniranju i proizvodnom procesu omogućuju različite načine predstavljanja novog proizvoda na tržištu koji uključuje njegovo prihvaćanje. Poduzeća najčešće smatraju da je lakše osmisliti dobru strategiju pozicioniranja... More nego je primijeniti, pa je upravo iz tog razloga opremanje prodajnog mjesta i prilagođavanje marketinškom okruženju koje se naglo mijenja veoma važno. Osim toga, poduzeća na tržištu otkrivaju različite potrebe i skupine, ciljaju na one potrebe i skupine koje može zadovoljiti na najbolji mogući način, a nakon toga svoju ponudu pozicioniraju tako da tržište prepozna te posebne ponude i ugled poduzeća. Stvaranje privlačne, uvelike drukčije pozicije proizvoda zahtijeva oštroumno razumijevanje potreba i želja kupaca, sposobnosti poduzeća i konkurentnih aktivnosti. Iako se uspješno pozicioniranje proizvoda na tržištu doima teškim, poduzeće Podravka dokazuje da to nije nemoguće, jer je discipliniranim ali kreativnim razmišljanjem uspjela izgraditi jedinstvenu poziciju na tržištu. Less
Abstract (english)
This paper addresses the issue of product positioning. By product positioning, a company seeks to achieve an impression about the characteristics of the product in the minds of the consumers, compared with their impressions of the competitors products. The rapid development of the new production technologies and computer application in the design and production process, enable different ways of presenting a new product on the market, which includes its acceptance. Companies usually find it... More easier to design a good placement strategy, than to actually apply it. This is the main reason why equipping of the location and adjusting to the marketing environment that rapidly changes, is very important. In addition, the companies that are on the market reveal various needs and groups, targeting those that can be satisfied in the best possible way, after which they position their offer so that the market recognizes these special offers and the reputation of that company. Creating an attractive, mainly different product positioning requires a shrewd understanding of the customers needs and desires, just as the company’s abilities and competitive activities. Even though a successful product placement on the market seems difficult, Podravka company proves that it is not impossible, since this company managed to build a unique position in the market by disciplined but creative thinking. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:143:188644
Study programmeTitle: Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica menadžmenta (stručni/a specijalist/specijalistica menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivs 3.0 Unported (CC BY-NC-ND 3.0) icon
Created on2016-02-04 13:53:38
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