Marketing Management of Small and Medium Enterprises in Croatia

Malo i srednje poduzetništvo u Hrvatskoj, ali i u svijetu, dominira spram ukupnog broja gospodarskih subjekata i uvelike pridonosi kreiranju proizvoda i usluga što povećava ukupni nacionalni dohodak zemlje. Obe vrste poduzeća grade svoje poslovanje na domaćem i inozemnom tržištu, naravno, ukoliko se zadovolji segment domaće populacije. Mala i srednja poduzeća imaju svoje prednosti i nedostatke poslovanja, ali prednost dominira jer takva poduzeća imaju brži pristup izlasku s tržišta ukoliko dođe do pojave nedostatka potražnje na tom istom tržištu, točnije imaju manje krajnje troškove. Posebno je važan marketinški dio koji se primjenjuje u malim i srednjim poduzećima, jer je marketing danas vodeća disciplina pri kreiranju proizvoda ili usluge te samoj prodaji. Naravno, kvaliteta je uvijek bila i uvijek će biti na prvom mjestu, ali distribucija, cijena i promocija su tri komponente koje tu kvalitetu oblikuju u konačni rezultat. Temeljni cilj ovoga rada je utvrditi čimbenike marketinga koji postaju presudni u razvoju malog i srednjeg poduzetništva u ugostiteljskom sektoru. Kreiranjem specifične ponude te odgovaranjem na zahtjeve gosta, ostvaruje se pozitivan poslovan rezultat. S obzirom na dinamičnost tržišta, zanimljivo je istražiti koliko su mala i srednja obiteljska poduzeća sposobna odvojiti vremena i sredstava da bi njihov proizvod ili usluga postali prepoznatljivi na tržištu.Small and medium enterprises in Croatia, but also in the world, are dominated by the increasing total number of economic entities and have greatly contributed to the creation of products and offer which increases the total national income of countries. Both types of companies evaluate their business in the domestic and foreign markets, of course, they contain segments of the domestic population. Small and medium enterprises have their advantages and disadvantages of doing business, but the advantage dominates because such companies have quick access to exit the market, which means that there will be a lack of demand in that same market, which reduces costs less. Especially important is the marketing part that is applied in small and medium enterprises, and today marketing is a water discipline in creating products or services and only sales. Of course, quality will always be and always will be in the first place, but also the distribution, price and promotion of the three components that have a quality form and the final result. The main objective of this study is to determine the factors of marketing that set the crucial development of small and medium-sized enterprises in the catering economy. Creating a specific offer they responded to the requirements of the guest, they achieved a positive result. Given the dynamism of the market, it is interesting to explore how small and medium-sized family businesses are able to delay the time and resources to make their product or service recognizable in the market