Business and marketing activities of the Osijek Taxi

Osnovna tema ovog rada je analiza poslovanja i marketinških aktivnosti Osječkog taxi-a, branda koji djeluje u okviru tvrtke Klobučar transferi. Intencija je na primjeru Osječkog taxi-a prikazati kako dobra i pozitivna poduzetnička ideja može generirati višestruke koristi kako za samog poduzetnika tako i za lokalnu i širu zajednicu. Kako se radi o tvrci koja na tržištu djeluje manje od godinu dana, biti će prikazana kronologija djelovanja od ideje do današnje tržišne pozicije. Budući da tvrtka od samog početka ima jasnu viziju svog poslovanja, kao i snažno artikuliranu misiju pod nazivom „pokrenimo grad“ ovaj rad analizirati će poslovne i marketinške aktivnosti kojima Osječki taxi ostvaruje zacrtane ciljeve. Posebna pozornost biti će posvećena usmjerenosti vodstva Osječkog taxi-a ka društveno odgovornom poslovanju, koje vodi računa kako o internom, tako o eksternom marketingu, odnosno o stvaranju pozitivnog okružja kroz osmišljeno djelovanje u svim segmentima poslovanja. Poslovanje Osječkog taxi-a biti će analizirano u kontekstu tržišta prijevoza putnika, uključujući zakonsku regulativu i nedavnu liberalizaciju tržišta, kroz donošenje novog Zakona o prijevozu u cestovnom prometu. U radu će se kratko analizirati razvoj taxi usluga kroz povijest, trenutna regulativa u svijetu te sličnosti ili razlike, kao i novosti na tržištu taxi usluga na odabranim tržištima. Marketing usluga i uslužnih djelatnosti posebna je disciplina unutar marketinga kao dinamičnog područja, koje se bavi analizom i uvjetima tržišne razmjene. U ovom radu biti će analiziran marketing mix i poslovanje Osječkog taxi-a kroz razne marketinške alate, s naglaskom na specifičnost marketinga u uslužnim djelatnostima.The main topic of this work is an analysis of business and marketing activities of Osijek Taxi, a brand that operates within the company Klobučar transfers. On the example of the Osijek Taxi, the intention is to show how a good and positive entrepreneurial idea can generate multiple benefits both for the entrepreneur himself and for the local as well as the wider community. Since the company has been in the market for less than a year, this work will present a kind of chronology of action from the initial idea to today's market position. Given that the company has a clear vision of its business as well as a strongly articulated mission called "let’s wake up the city", this work will try to analyze the business and marketing activities of Osijek Taxi for reaching its goals. Particular attention will be paid to the orientation of the leadership of Osijek Taxi towards socially responsible business, which takes into account both internal and external marketing, as well as the creation of a positive environment through creative action in all segments of business. The business of Osijek Taxi will also be analyzed in the context of the occasional passenger transport market, including legal regulation, with a focus on recent market liberalization, through the adoption of a new Road Transport Act. This work will briefly analyze the development of taxi services through history, current regulations in the world and similarities or differences in selected markets. Marketing service and service activities is a special discipline within marketing as a dynamic area, which is primarily concerned with analysis and market conditions. This work will analyze the marketing mix and operations of the Osijek Taxi through various marketing tools, focusing on the specificity of marketing in service activities