Improvements of marketing strategy by introducing Internet communication in a selected company

U ovom radu obrađen je problem neodgovarajuće marketinške i prodajne strategije u poduzeću Motu Benconiju d.o.o. Marketinška i prodajna strategija promatranog poduzeća nije prilagođena modernim tehnologijama, odnosno nedostatno se koriste nove tehnologije i kanali komunikacije prema dosadašnjim i budućim kupcima. U sklopu izrade ovog rada provedena su dva istraživanja. Primarno istraživanje provedeno je kao internetska anketa na uzorku od 145 ispitanika. Sekundarno istraživanje sastoji se od proučavanja postojećeg teorijskog okvira te proučavanja već provedenih istraživanja koja su relevantna za ovo istraživanje. Analizom poslovanja i trenutne marketinške strategije poduzeća Mota Benconija te spoznajama o navikama potrošača dobivenim kroz provedena istraživanja donesene su preporuke za unaprjeđenje marketinške i maloprodajne strategije promatranog poduzeća. Provedena istraživanja potvrdila su da se kupci prilikom odabira i kupnje proizvoda služe internetom i društvenim mrežama te da je bez kvalitetnog pristupa digitalnim tehnologijama nemoguće ostvariti pomake u poslovanju. Predložena unaprjeđenja poslovanja poduzeća Mota Benconija podijeljena su u tri dijela. Prvi dio predloženih unaprjeđenja odnosi se na unaprjeđenje marketinške strategije poduzeća. Predlaže se preseljenje fokusa marketinških aktivnosti s dosadašnjih u klasičnim medijima (pretežno specijalizirani tisak) na nove medije - internet i društvene mreže. U tu svrhu dani su prijedlozi kako revitalizirati internetske stranice poduzeća. Drugi dio predloženih mjera odnosi se na unaprjeđenje marketinških i komunikacijskih kanala. Predlaže se aktivno korištenje socijalnih mreža u svrhu bolje komunikacije s potrošačima. Posljednji dio predloženih mjera odnosi se na unaprjeđenje maloprodajne strategije poduzeća. Kako bi se iskoristila prethodno iznesena unaprjeđenja marketinške strategije i komunikacijskih kanala, potrebno je na internetskoj stranici poduzeća implementirati suvremenu internetsku trgovinu.This paper analyzes the issue of inadequate marketing and sales strategy at Moto Benconi d.o.o (LLC) that is not adapted to modern technologies, as well as the insufficient use of modern technologies and communication channels with current and future customers. As a part of this paper, two studies have been carried out. The primary research was conducted as an online survey on a sample of 145 respondents. The secondary research consists of examining the existing theoretical framework and outlining existing research relevant to this paper. By analyzing the business practices and the current marketing strategy of Moto Benconi, together with knowledge of consumer habits gained through research that was carried out while writing this paper, recommendations were produced on how to improve the marketing and retail strategy of the company. The carried out research has confirmed that buyers use the Internet and social networks when choosing and purchasing products and that without a good approach to digital technologies it is impossible to make improvements to business practices and strategy of a company. The proposed improvements to Moto Benconi's operations are divided into three parts. The first part includes the improvement of the marketing strategy of the company. It is proposed to shift the focus of marketing activities from the current print media (mainly specialized magazines) to new media, such as the Internet and social networks. To this end, proposals were made to revitalize the company's website. The second part of the proposed measures relates to the improvement of marketing and communication channels. Active use of social networks is proposed to improve communication with consumers. The last part of the proposed measures deals with the improvement of the retail strategy of the company. In order to take advantage of the previously mentioned improvements to marketing strategies and communication channels, the existing company website should be implemented with a modern online shop