| Sažetak | Tema ovog završnog rada fokusirana je na marketing i strategije marketinga tvrtke Kontrol biro d.o.o. U ovom završnom radu su se prikazali složeni procesi marketinškog planiranja kroz horizontalnu organizaciju tvrtke te je bio cilj objasniti ulogu menadžera te, njihovo pozicioniranje na liniji životne faze tvrtke. Budući da je Kontrol biro d.o.o. diversificirana tvrtka, potrebno je uložiti velike napore da se pomoću planiranja na razini tvrtke postigne sinergija nekoliko sustava. Zadaća je bila sagledati tržišnu situaciju, izraditi analizu iz koje je vidljivo koje su prednosti i nedostaci organizacije te su se odredili marketinški ciljevi i strategije i kako doći do njih.Danas se susrećemo s primjenom marketinga na svim razinama ljudskih djelatnosti: u proizvodnji i razmjeni roba, u zdravstvu, lokalnoj i državnoj administraciji, u školstvu i umjetnosti. U prvom poglavlju ovog rada govori se o uvodu u predmetno područje te koje su to metode korištene za izradu završnog rada i koji je bio cilj i zadaci kod obrade predmetnog područja. Drugo poglavlje se odnosi na općenitu primjenu strateškog planiranja marketinga, te struktura i proces marketing plana. U trećem poglavlju se pokušava prikazati tvrtku Kontrol biro d.o.o., njezinu zadaću ,dosadašnji razvoj i općenito djelatnost tvrtke. Četvrto poglavlje prikazuje analizu stanja, odnosno mikro i makro okruženje, analizu industrije, internu analizu, te prikaz SWOT analize. U petom poglavlju se prikazuje strategija tvrtke Kontrol biro d.o.o., marketinških ciljevi, definiranje marketinške strategije, te je na kraju dan zaključak na cjelokupni rad.U ovom radu prikazani su i konkretni rezultati, odnosno prikaz tržišta, te potrebna ulaganja i očekivani rezultati tvrtke Kontrol biro d.o.o.. U ovom radu pokušala se napraviti živa, jasna i sažeta strategija prema kojoj će se usmjeriti poslovanje tvrtke. Ova strategija ili plan će pomoći korporativnom sustavu vođenja naše kompanije. |
| Sažetak (engleski) | The thesis topic is focused on the marketing and strategies of marketing of company Kontrol biro d.o.o. In this final paper the complex processes of marketing planning are identified, through a horizontal organization of the company. The aim was to explain the key role of managers and their positioning on the various stages of the company. Because the Kontrol biro is diversified company, it is necessary to make a great effort to help develop and achieve synergy of several systems of the company. The task was to examine the market situation, to make an analysis from where we know advantages and disadvantages of the organization. Another task was to determine marketing objectives and strategies and how to access them.Today, we see the application of marketing at all levels of human activity: the production and exchange of goods, in health care,in local and state administration, in education and in the arts. In this first section of this paper we were discussed the introduction to the subject area, and what are the methods used for preparation of thesis. That was the goal and tasks to process the subject area. Then the second chapter refers to the general application of the strategic planning of marketing, and the structure and process of marketing plan. The third chapter is an attempt to show the company Kontrol biro d.o.o., and to show its task, the current development and general activities of the company. The fourth chapter presents an analysis of the situation, apropos the micro and macro environment, then an analysis of the industry, internal analysis, and presentation of the SWOT analysis. The fifth chapter has been presented strategy of the company Kontrol biro d.o.o., marketing objectives, defining marketing strategies, and at the end of the thesis the conclusion to the whole work.In this paper, the concrete results has been shown, and we had been display markets, and the necessary investments and expected results of the company Kontrol biro d.o.o.. In this study we included and complained a clear and concise strategy according to which handled the whole business.This strategy or plan will help the corporate management system of our company. |
