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master's thesis
Strategije marketinga na primjeru poduzeća BIPA d.o.o.
2019. urn:nbn:hr:174:625323
Garić, Ivana
College of Slavonski Brod
Social Department

Cite this document

Garić, I. (2019). Strategije marketinga na primjeru poduzeća BIPA d.o.o. (Master's thesis). Slavonski Brod: College of Slavonski Brod. Retrieved from https://urn.nsk.hr/urn:nbn:hr:174:625323

Garić, Ivana. "Strategije marketinga na primjeru poduzeća BIPA d.o.o.." Master's thesis, College of Slavonski Brod, 2019. https://urn.nsk.hr/urn:nbn:hr:174:625323

Garić, Ivana. "Strategije marketinga na primjeru poduzeća BIPA d.o.o.." Master's thesis, College of Slavonski Brod, 2019. https://urn.nsk.hr/urn:nbn:hr:174:625323

Garić, I. (2019). 'Strategije marketinga na primjeru poduzeća BIPA d.o.o.', Master's thesis, College of Slavonski Brod, accessed 25 April 2024, https://urn.nsk.hr/urn:nbn:hr:174:625323

Garić I. Strategije marketinga na primjeru poduzeća BIPA d.o.o. [Master's thesis]. Slavonski Brod: College of Slavonski Brod; 2019 [cited 2024 April 25] Available at: https://urn.nsk.hr/urn:nbn:hr:174:625323

I. Garić, "Strategije marketinga na primjeru poduzeća BIPA d.o.o.", Master's thesis, College of Slavonski Brod, Slavonski Brod, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:174:625323

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Metadata
TitleStrategije marketinga na primjeru poduzeća BIPA d.o.o.
Title (english)Marketing strategies of BIPA d.o.o.
AuthorIvana Garić
MentorMarina Stanić Šulentić (mentor)
Committee memberIvona Blažević (predsjednik povjerenstva)
Committee memberMarina Stanić Šulentić (član povjerenstva)
Committee memberMilan Stanić (član povjerenstva)
GranterCollege of Slavonski Brod
(Social Department)
Slavonski Brod
Defense date and country2019-09-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U ovom diplomskom radu analizirane su marketing strategije poduzeća BIPA d.o.o. BIPA je trgovački lanac proizvodima za ljepotu i zdravlje s visokim standardom usluge i odnosom prema kupcu i zaposlenicima. Na području Republike Hrvatske posluje 12 godina, zbog čega možemo reći da je najmlađa drogerija na hrvatskom tržištu. Uz velike konkurente kao što su DM I Muller, BIPA mora ulagati u marketing te razvijati marketinšku strategiju kako bi našla što bolju poziciju na tržištu. Analizom percepcije potrošača trebalo je utvrditi zadovoljstvo potrošača poslovanjem poduzeća BIPA d.o.o. ali i njihov doživljaj poduzeća, nakon implementacije marketing strategije. Rezultati su provedeni anketiranjem i od strane Business Insight Marktforshung. Rezultati istraživanja pokazali su da je BIPA u odnosu na 2017. godinu doživjela rast u percepciji potrošača o cijeni, dostupnosti, privatnim markama, zaposlenicima i programu vjernosti te je jedina drogerija koja je pokazala kontinuiran rast u mjerenju koje je provedeno od strane Business Insight Marktforshung.
Abstract (english)
This thesis analyzes the marketing strategies of BIPA d.o.o. BIPA is a retail chain of beauty and health products with a high standard of service and customer and employee relationships. It has been operating in the Republic of Croatia for 12 years, which is why it is the youngest drugstore on the Croatian market. In addition to large competitors such as DM and Muller, BIPA needs to invest in marketing and develop a marketing strategy to find the best possible market position. By analyzing consumer perceptions, it was necessary to determine consumer satisfaction with the business of BIPA d.o.o. but also their company experience, after implementing a marketing strategy. The results were conducted by a survey and by Business Insight Marktforshung. The results of the study showed that BIPA experienced growth in consumer perceptions of price, availability, private brands, employees and loyalty program compared to 2017, and is the only drugstore to show continued growth in the measurement conducted by Business Insight Marktforshung.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:174:625323
Study programmeTitle: Professional graduate study program in Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-06-30 10:06:51