Marketinški aspekt upravljanja kvalitetom na primjeru automobilske industrije

U ovom specijalističkom poslijediplomskog radu analizirano je korištenje kvalitete kao konkurentske prednosti, na primjeru automobilske industrije. Putem primarnog i sekundarnog istraživanja analizirana je teorija i povijest kvalitete, analizirane su svjetske nagrade za kvalitetu, kao i nagrade u automobilskoj industriji, napravljena je analiza automobilskog tržišta općenito, te poveznica automobilskog tržišta i kvalitete. Analizirano je tržište automobila u Hrvatskoj i na primjeru Opel Hrvatske prezentirani su načini korištenja kvalitete u oglašavanju i u internom marketingu. Zaključeno je da automobilske dobro iskorištavaju elemente kvalitete (nagrade i priznanja) u promotivne svrhe, ali je potreban dodatni fokus na internom marketingu s obzirom da su zanemareni elementi edukacije i razvoja zaposlenih. Automobilska industrija ima još mnogo prostora za poboljšanje kvalitete, posebno u području zaštite okoliša.This postgraduate exam analyses usage of quality as a competitive advantage, on example in automotive industry. Thru primary and secondary research, theory and history of quality was presented, world's quality awards and awards in automotive industry, analysis of automotive industry was presented and the connection between quality and automotive market. Analysis of automotive market in Croatia was done and on example of Opel Croatia the usage of quality in advertising and internal marketing was presented. It was concluded that automotive companies use quality elements (awards and recognitions) well in promotional purposes but additional focus is needed on internal marketing as the elements of education and employee development were neglected in past period. Automotive industry still has many room for improvement in terms of quality, especially in segment of environmental protection