Title Utjecaj robne marke na konkurentnost na tržištu Title (english) The impact of the brand on competition in the market Author Robert Dukarić Mentor Anica Hunjet (mentor)Committee member Ante Rončević (predsjednik povjerenstva)Committee member Dijana Vuković (član povjerenstva)Committee member Anica Hunjet (član povjerenstva)Granter University North Defense date and country 2020-04-16, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Robna marka se opisuje kao proizvod koji ima dodatne dimenzije i karakteristike, po kojima se razlikuje od ostalih proizvoda koji zadovoljavaju istu potrebu, a te razlike mogu biti racionalne i opipljive, ovisno o performansama proizvoda, te simboličke, emocionalne i neopipljive, odnosno ono što robna marka predstavlja. Konkurencija na tržištu robnih marki je velika i tu se vodi pravi „rat na tržištu robnih marki“, tko će biti bolji, tko će biti inovativniji, tko će biti prvi u trenutku
... More lansiranja proizvoda na tržište. To su samo neka od pitanja s kojima se bore vlasnici robnih marki, a koja su im od velike važnosti. U radu je napravljeno primarno istraživanje na poduzeću Lesnina XXXL. Misija Lesnine je nastaviti slijediti put koji su definirali kao i svoju do sada vrlo uspješnu strategiju tako što će se koncentrirati na izgradnju partnerskog odnosa i poticanja profesionalnosti XXXLutz timova, a jedino na taj način moguće je realizirati za kupce toliko bitnu stručnu uslugu i podršku i postaviti ih u centar poslovanja. Osim toga njihova je ambicija stalno otvaranje novih radnih mjesta u tuzemstvu i inozemstvu kako bi osigurali i ojačali svoju poziciju najveće trgovine namještajem na svijetu. Rezultati istraživanja su pokazali da je najveća prednost poduzeća Lesnina XXXL kvaliteta namještaja, odnosno proizvoda, te usluga zaposlenih i da su im glavni nedostatak preskupi proizvodi, da je ispitanicima najvažniji dobar omjer cijena u odnosu na kvalitetu proizvoda u poduzeću Lesnina XXXL, da im je najveći konkurent Emmezeta, te da bi ih prema uspješnosti poslovanja najveći broj ispitanika stavio na prvo mjesto u odnosu na konkurenciju. Less Abstract (english) Brand is described as a product that has additional dimensions and characteristics that distinguish it from other products that meet the same need, and these differences can be rational and tangible, depending on the performance of the product, and symbolic, emotional and intangible, respectively. what the brand represents. The competition in the brand market is fierce and there is a real "war on the brand market", who will be better, who will be more innovative, who will be the first
... More at the moment of launch of the product on the market. These are just some of the issues that brand owners are dealing with that are of great importance to them. This paper has done a primary research on Lesnina XXXL. Lesnina's mission is to continue to follow the path they have defined, as well as their very successful strategy by concentrating on building partnerships and fostering the professionalism of XXXLutz teams. them into the center of the business. In addition, their ambition is to constantly create jobs at home and abroad to secure and strengthen their position as the largest furniture retailer in the world. The results of the research showed that the biggest advantage of Lesnina XXXL is the quality of furniture, ie products, that their main disadvantage is expensive products, that the respondents have the most important good price-performance ratio of the products in Lesnina XXXL, that they have the biggest competitor Emmezeta, and in order to put them in the first place in relation to the competition according to the business performance. Less Keywords
identitet robne marke
konkurentnost tržišta
robna marka
upravljanje robnom markom
vrijednosti robne marke
Keywords (english)
brand identity
market competitiveness
brand
brand management
brand values
Language croatian URN:NBN urn:nbn:hr:122:718872 Study programme Title: Business Economics; specializations in: Tourism and International Trade Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2020-08-26 12:30:43
