Analysis of macro environment, market, competitor and consumers on the example of a selected company

Marketing ima veliku ulogu u poslovanju svakog poduzeća. Nakon mnogo definicija napisanih o marketingu, može se zaključiti kako je marketing društveni i upravljački proces koji stvaranjem ponude i razmjene proizvoda daje pojedincima ili grupama ono što im je potrebno i ono što žele. Marketing se do sada nije dovoljno proširio u svim područjima svijeta, pa tako ni u svim poduzećima. Uvođenje marketinga rezultat je gospodarske situacije u kojoj ponuda postaje funkcijom potražnje. Kako bi se poduzeće razvijalo i raslo, te time i uspješno poslovalo, važno je učestalo analizirati utjecaje okoline na poslovanje poduzeća. Pod time se smatra makrookruženje, tržište, konkurencija i potrošači. S obzirom na široku ponudu na tržištu, cilj svakog poduzeća trebao bi biti istaknuti se u odnosu na konkurenciju i uložiti u marketing, kako bi se što više približilo potrošačima i zauzelo što bolju poziciju na tržištu. Kako bi poduzeća uspješno poslovala moraju dobro definirati ciljno tržište, te zadovoljiti potrebe potrošača.Marketing has a big role in the business activities of every company. Pursuant to many definitions written about marketing, it can be concluded that marketing is a social and management process that, by creating an offer and exchange of products, gives individuals or groups what they want. Marketing has so far not expanded sufficiently in all areas of the world, or in all businesses. The introduction of marketing is the result of an economic situation in which supply becomes in function of demand. In order for a company to develop and grow, and operated successfully, it is important to frequently analyse the impact of the environment on the business of the company. Macro environment, market, competition and consumers are considered to be it. Given the wide range of products on the market, the goal of each company should be to stand out from the competition and invest in marketing, in order to get as close as possible to consumers and to occupy a better position in the market. In order for businesses to operate successfully, they must define the target market well and meet the needs of consumer