IMPLEMENTATION OF THE STRATEGY OF DIFFERENTIATION AND POSITIONING ON SOCIAL NETWORKS

Marketing je multidisciplinarno područje ekonomije koje se fokusira na želje i potrebe potrošača. Marketinšku strategiju čini niz akcija čiji cilj je ostvarenje konkurentske prednosti poduzeća. Oblikovanju marketinške strategije poduzeća prethode analiza unutarnjih i vanjskih čimbenika te izrada SWOT analize poduzeća, nakon čega slijede njen odabir, uvođenje i primjena. Dvije najpoznatije vrste marketinških strategija jesu strategija diferencijacije i strategija pozicioniranja.U suvremenom svijetu Internet poduzećima pruža brojne mogućnosti za implementaciju njihovih marketinških strategija. Pri tome posebnu važnost imaju društvene mreže. Ovaj rad analizira primjenu strategija diferencijacije i pozicioniranja na primjeru poduzeća Dm-drogerie markt-drogerie markt.Marketing is a complex area of the economy that is oriented to consumers and their needs and desires. The marketing strategy is represented byseries of actions which goal is achievement of competitive advantage. Designing company's marketing strategy is preceded by analysis of internal and external factors and SWOT analysis of the company. All these actions are followed by selection, introduction and application of marketing strategy. The most common types of marketing strategies are strategy of differentiation and positioning strategy. In the context of modern world Internetprovides companies many opportunities for implementation of their marketing strategy. Social networks are here of special importance.This paper analyzes the application of the strategy of differentiation and positioning on social networks in the case of company Dm-drogerie markt-drogerie mark