Marketing planning in the company "Group Uljanik"

Cilj završnog rada bio je otkriti načine na koji se provodi planiranje marketinga u pojedinom poduzeću. Teoretski dio sastoji se od poglavlja: proces marketinga u poduzeću, planiranje strategije i marketinškog plana. U ovim poglavljima razrađene su teme koje prikazuju korake koji su potrebni da se kvalitetno provedu marketinška planiranja unutar pojedinog poduzeća. Primjer planiranja marketinga prikazan je u zadnjem poglavlju gdje je uzeta za primjer „Uljanik Grupa“. U ovom završnom radu prikazane su klasifikacije konkurentnih strategija prema Porteru, kao i analitička SWOT analiza. U praktičnom djelu rada prikazano je planiranje strategija u „Uljanik Grupi“ prema raznim razinama. Proučavanjem marketinga iz pojedinog poduzeća moguće je saznati koja je razina znanja potrebna da bi se isplanirao marketing poduzeća ili marketinški plan.The aim of the dissertation was to discover the ways of marketing planning in one particular company. The theoretical part consists of chapters: the process of marketing in the company, the planning of strategy and marketing plan. In these chapters are elaborated the steps needed to spend quality marketing planning within individual companies. An example of marketing planning is presented in the last chapter, where it was taken for example „Uljanik Group“. In this final work it is presented the classification of competitive strategies according to Porter, as well as analytical SWOT analysis. In the practical part of the work is presented planning a strategy of "Uljanik Group" on various levels. By studying the marketing of individual companies, it is possible to learn which level of knowledge is required for planning marketing of the company or create a marketing plan