Market Research for the Purpose of Marina Classification and Determination of Competitive Advantages

U radu se istražuju konkurentnosti, obilježja i ponuda marina u Republici Hrvatskoj. Istraživanje obuhvaća pretraživanje i usporedbu relevantnih sekundarnih podataka vezanih za marine čijom se analizom promatra na koji se način marine vrednuju i međusobno konkuriraju. Obzirom na široku paletu usluga i sadržaja koje marina može nuditi, važno je prepoznati one koji na osobit način ističu jedinstvenost i prepoznatljivost marine u industriji. Cilj je rada prikazati što čini elemente konkurentnosti i ponudu hrvatskih marina, te ukazati na važnost stvaranja održive konkurentske prednosti koja dovodi do održivog razvoja marine i njene cjelokupne okoline.The paper investigates the competitiveness, characteristics and offer of marinas in the Republic of Croatia. The research includes searching and comparing relevant secondary data related to marinas, the analysis of which observes how marinas are valued and compete with each other. Given the wide range of services and facilities that the marina can offer, it is important to recognize those who in a special way emphasize the uniqueness and recognizability of the marina in the industry. The aim of this paper is to show what constitutes the elements of competitiveness and the offer of Croatian marinas, and to point out the importance of creating a sustainable competitive advantage that leads to sustainable development of the marina and its entire environment