THE IMPORTANCE OF MARKETING IN THE CONDITIONS OF CRISIS

Svrha i cilj ovog rada je prikazati važnost marketing strategija koje se definiraju kroz analizu okruženja u uvjetima krize. Fokus rada je na utjecaju krize na marketing strategiju korištenu u hrvatskom turizmu. Na temelju proučene literature sa strane raznih autora koji su se bavili problematikom krize, marketingom i strategijama poduzeća u turbulentnom okruženju, te statističkim podacima i informacijama Hrvatske Gospodarske Komore i Državnog Zavoda za Statistiku, analizom i teorijskim podlogom se definiraju ključni procesi i rezultati provođenja svake aktivnosti, tj. reakcije na utjecaj krize za organizaciju i državu. Poseban problem predstavlja prezaduženost hrvatske države i ekonomskih subjekata koja dovodi do smanjenja proizvodnje gotovo u svim djelatnostima, smanjenja izvoza i zaposlenosti, što se izravno odražava i na turizam. Turizam je za RH u razdoblju krize veliki izvor prihoda. Rezultat analize turističkih dolazaka, prijevoza putnika i robe u usporedbi od početaka krize do danas, pokazuju veći broj dolazaka turista danas, ali i duplo smanjenje prijevoza putnika i robe. Za ostvarivanje profita u kriznim okolnostima, analiza pokazuje da je potreban obuhvatniji marketinški napor, što drugim riječima znači da tijekom krize valja paziti i na odnose s potrošačima, i na proizvode i tražiti nova tržišta ako se želi poslovati profitabilno. Realizacija marketinških ciljeva odvija se pod stalnim pritiskom konstantnih promjena okruženja, intenzivne konkurencije i limitiranih resursa.The objective of the study was to show the importance of marketing strategies that are defined through the analysis of the environment in times of crisis. This paper focuses on the impact of the crisis on the marketing strategy used in Croatian tourism. Based on the literature studies with the various authors who have studied the issue of the crisis, marketing and corporate strategies in a turbulent environment, as well as statistical data and informations of Croatian Chamber of Commerce and the National Institute of Statistics, analysis and theoretical background to define the key processes and outcomes of each activity, i.e. reactions to the impact of the crisis for the organization and the country. A particular problem is the indebtedness of the Croatian state and economic entities, which leads to a decrease in production in almost all industries, the reduction of exports and employment, which has a direct effect on tourism. Tourism is for Croatia in the period of crisis a huge source of revenue. The result of the analysis of tourist arrivals, passenger, and freight transport in comparison from the beginning of the crisis to date show a higher number of tourist arrivals today, but the double reduction of transportation of passengers and goods. To achieve profit in crisis circumstances, the analysis indicates that a comprehensive marketing effort, which in other words means that during the crisis it needs to take care of relationships with consumers, and the products as well, and seek new markets if it is to operate with a profit. Realization of marketing objectives takes place under a constant pressure of constant change of environment, intense competition and limited resources