ANALYSIS OF INTERNATIONAL MARKETING ENVIRONMENT : Final paper

Poduzeće koje je tržišno orijentirano stalno je u procesu prilagođavanja i zadovoljavanja potreba tržišta na kojemu se nalazi. Na poduzeće znatno utječe okruženje u kojem se nalazi, stoga je vrlo bitno da se kontinuirano i detaljno proučava marketing okruženje za određeni proizvod. Marketing okruženje obuhvaća sve one čimbenike koji neposredno ili posredno mogu utjecati na poslovanje poduzeća. U ovom radu obraditi će se problematika marketinškog okruženja s teorijskog aspekta i na izabranom konkretnom proizvodu Greyp G6.2. Ovim radom prikazat će se u kakvom se marketing okruženju proizvod Greyp G6.2 nalazi te koje dijelove marketing programa je potrebno dodatno prilagođavati tržištu. Analiza marketing okruženja ovog proizvoda bit će provedena za njemačko tržište, te će se analizirati svaki pojedini element marketing okruženja. S obzirom da na tržištu svakim danom sve više raste popularnost električnih bicikala, ovaj proizvod ima velik potencijal te se ističe od ostalih proizvoda zbog inovacijskog pristupa prilikom njegove proizvodnje. Hrvatska inovacijska tvrtka Greyp Bikes proizvodi ovaj električni bicikl koji ujedno slovi i za najpametniji bicikl na svijetu. Kako bi se takva vrsta proizvoda dobro pozicionirala na velikom njemačkom tržištu potrebno je provesti određene prilagodbe, što može predstavljati popriličan izazov za tvrtku Greyp Bikes. Marketing okruženje je vrlo dinamično, stvarajući nove mogućnosti s jedne, odnosno nove opasnosti s druge strane. Stoga je vrlo bitno dobro analizirati tržište, a potom se i prilagoditi njegovom marketing okruženju.The market-oriented enterprise is constantly in the process of adapting and meeting the needs of the market in which it is located. The enterprise is significantly affected by the environment in which it is located, so it is very important that the marketing environment for certain products is studied continuously and in detail. The marketing environment includes all those factors that can directly or indirectly affect the business of an enterprise. This work will address the issue of the marketing environment from the theoretical point of view and on the selected specific product, Greyp G6.2. This work will show the marketing environment of the product Greyp G6.2 and which parts of marketing programme need to be further adjusted to the market. The analysis of the marketing environment of this product will be carried out for the German market and every single element of marketing environment will be analysed. As the popularity of electric bicycles grows increasingly, this product has great potential and is distinguished from other products due to an innovative approach when producing it. The Croatian innovation company Greyp Bikes produces this electric bicycle which also sets for the smartest bike in the world. In order to position this type of product well in the large German market, certain adjustments should be made, which may constitute a considerable challenge for the company Greyp Bikes. The marketing environment is very dynamic, creating new possibilities on the one hand, or new dangers on the other hand. It is therefore very important to carefully analyse the market and then adapt to its marketing environment