prikaz prve stranice dokumenta Marketinški plan i brendiranje DNA koncept trgovine: poslovni slučaj Tradexco d.o.o.
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master's thesis
Marketinški plan i brendiranje DNA koncept trgovine: poslovni slučaj Tradexco d.o.o.
2020. urn:nbn:hr:180:453444
Kuček, Robert
Zagreb School of Business

Cite this document

Kuček, R. (2020). Marketinški plan i brendiranje DNA koncept trgovine: poslovni slučaj Tradexco d.o.o. (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:453444

Kuček, Robert. "Marketinški plan i brendiranje DNA koncept trgovine: poslovni slučaj Tradexco d.o.o.." Master's thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:453444

Kuček, Robert. "Marketinški plan i brendiranje DNA koncept trgovine: poslovni slučaj Tradexco d.o.o.." Master's thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:453444

Kuček, R. (2020). 'Marketinški plan i brendiranje DNA koncept trgovine: poslovni slučaj Tradexco d.o.o.', Master's thesis, Zagreb School of Business, accessed 10 May 2024, https://urn.nsk.hr/urn:nbn:hr:180:453444

Kuček R. Marketinški plan i brendiranje DNA koncept trgovine: poslovni slučaj Tradexco d.o.o. [Master's thesis]. Zagreb: Zagreb School of Business; 2020 [cited 2024 May 10] Available at: https://urn.nsk.hr/urn:nbn:hr:180:453444

R. Kuček, "Marketinški plan i brendiranje DNA koncept trgovine: poslovni slučaj Tradexco d.o.o.", Master's thesis, Zagreb School of Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:180:453444

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Metadata
TitleMarketinški plan i brendiranje DNA koncept trgovine: poslovni slučaj Tradexco d.o.o.
Title (english)Marketing plan and branding of the DNA concept store: Case study Tradexco d.o.o.
AuthorRobert Kuček
MentorSanja Rocco (mentor)
Committee memberGoran Luburić (predsjednik povjerenstva)
Committee memberTanja Grmuša (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2020-12-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu se govori o važnosti brendiranja prodajnih jedinica i utjecaju brenda na potrošače i tržišnu popularnost općenito, a koji je obrađen kroz poslovni slučaj Tradexco, koncept trgovine DNA. U ovom radu istraženo je koliko je Sportway prepoznatljiv brend, i na koji način sama kompanija Tradexco njime upravlja i kako se ponaša na tržištu obuće. Ciljevi rada su dobiti predodžbu o tome koliko sam brend Sportway utječe na percepciju kupaca/potrošača, utvrditi kakvo je mišljenje kupaca/potrošača o prodajnim prostorima, uslužnosti trgovaca, te što je glavni faktor kod odluke o kupnji, odnosno izabiru proizvoda. Saznati ćemo razloge zbog čega je dovelo do rebrandinga maloprodajnih jedinica Tradexca, predstaviti koncept trgovine DNA, kao i kakav utjecaj trebaju imati marketinške aktivnosti koje su povezane s razvojem marke i odrediti strategije ponašanja na tržištu. Za istraživanje tržišta korištena je metoda kvalitativnog istraživanja tržišta, fokus grupa. Istraživanje je napravljeno na uzorku od 15 osoba. Uz istraživanje tržišta, korištena je literatura na temu brendinga i upravljanja markama. Dodatno, s obzirom na tematiku, odličan izvor informacija su bili internetski članci i društvena mreža Facebook. Najviše podataka je ipak korišteno iz baze podataka tvrtke Tradexco, raznih brošura i internih materijala kompanije, poput grafičkih i idejnih rješenja samog koncepta DNA.
Abstract (english)
The work discusses the importance of branding sales units (stores) and the impact of the brand on consumers and market popularity in general, which is addressed through the Tradexco business case, DNA store concept. It explores how recognizable the Sportway brand is and how Tradexco company manages and behaves in the footwear market. Main aims are to get an idea of how much the Sportway brand itself influences the perception of customers/consumers, to determine what is the opinion of customers/consumers about retail space, service of retailers, and what is the main factor in deciding to buy or choose products. We will find out the reasons of rebranding Tradexco retail stores, present the concept of DNA store, as well as what is the impact of marketing activities related to brand development as well as determine market behavior strategies. For market research, the method of qualitative market research, focus groups, was used. The research was done on a sample of 15 people. In addition to market research, the literature on branding and brand management was used. Additionally, given the topic, an excellent source of information were online articles and the social network Facebook. Most of the data, however, was used from Tradexco's database, various brochures and the company's internal materials, such as graphic and conceptual solutions of the DNA concept itself.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:453444
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist/specijalistica marketinga i komunikacija (stručni specijalist/specijalistica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-04-12 14:19:19