Marketing strategies of domestic and foreign products on the Croatian market : Final paper

Marketing-strategija je proces kojim neki gospodarski subjekt pretvara svoje poslovne ciljeve i poslovnu strategiju u marketinško djelovanje. Prvi dio rada obrađuje teorijski pojam marketinga, međunarodni marketing, marketing strategija i brend u globalnom marketingu. Drugi dio odnosi su na definiciju piva, te povijest proizvodnje od početaka do danas. Također donosi analizu Zagrebačke pivovare i Ožujskog piva i Staropramen piva. Istraživanje uspoređuje dva proizvođača piva, jednog domaćeg - Ožujsko pivo i jednog inozemnog - Staropramen pivo. Istraživanje se odnosi na usporedbu marketing strategije i njihovog plasmana na hrvatsko tržište. Napravljena je usporedba zastupljenosti navedenih piva u hrvatskim trgovačkim lancima i usporedba cijena. Također napravljena je usporedba web stranica, kao jednog od prostora za marketinško djelovanje. Konačno, analizirana je učinkovitost marketinških aktivnosti.Marketing strategy is the process by which an economic entity transforms its business goals and business strategy into market action. The first part of the paper deals with the theoretical concept of marketing, international marketing, marketing strategy and brand in global marketing. The second part is related to the definition of beer, and the history of production from the beginning to the present. It also provides an analysis of Zagrebačka pivovara and Ožujsko beer and Staropramen beer. The research compares two beer producers, one domestic - Ožujsko beer and one foreign - Staropramen beer. The research refers to the comparison of marketing strategies of the aforementioned beer brands and their placement on the Croatian market. A comparison of the representation of these beers in Croatian retail chains and a comparison of prices was made. A comparison of the website was also made, as one of the spaces for market action. Finally, the efficiency of market activities is analyzed