MARKETING PLAN OF CRAFT BREWERY MALI DIV : Graduate paper

Marketinški plan je dokument koji je sastavni dio poslovnog plana svakog poslovnog subjekta. U dokumentu su navedene misija i vizija poslovnog subjekta, analize vanjskog i unutarnjeg okruženja, definirani ciljevi, razrađene strategije i taktike kojima se utvrđeni ciljevi žele postići i na kraju očekivani troškovi planiranih marketinških aktivnosti. Marketinški plan pomaže poslovnom subjektu prilikom implementacije marketinških aktivnosti i predstavlja način za njihovu kontrolu i vrednovanje. Važno je naglasiti da je ovaj dokument samo rezultat procesa marketinškog planiranja kojim se dolazi do ključnih informacija. Predmet ovog rada je izrada marketinškog plana za zanatsku pivovaru Mali Div. U svrhu rada provedeno je istraživanje tržišta na temelju čijih rezultata su definirani ciljevi koji se žele ostvariti, utvrđene su strategije i aktivnosti kojima se žele postići navedeni ciljevi i navedeni su potrebni troškovi za planirane aktivnosti u razdoblju od 1. rujna 2021. do 1. rujna 2022. godine. Istraživanje je pokazalo kako je 38% ispitanika upoznato s djelovanjem pivovare Mali Div. Nadalje, 64,2% ispitanika se izjasnilo kako do sada nije imalo priliku iskušati piva koja Mali Div ima u ponudi, a 79,3% ispitanika se izjasnilo kako bi bilo voljno isprobati piva iz njihove ponude. Na temelju prikupljenih podataka, glavni definirani cilj, koji se planira ostvariti u prethodno navedenom vremenskom razdoblju, je osnaživanje imidža pivovare i povećanje svijesti potrošača o ponuđenom pivu. Marketinške strategije za ostvarenje definiranih ciljeva su većinski usmjerene na povećanje prisutnosti na društvenim mrežama i komunikaciju sa potrošačima putem novih i tradicionalnih medija.A marketing plan is a document that is an integral part of every business plan. The document states the mission and vision of the business entity, analysis of the external and internal environment, defined goals, developed strategies and tactics by which the established goals are to be achieved and finally the expected costs of the planned marketing activities. The marketing plan helps the business entity in the implementation of marketing activities and is a way to control and evaluate them. It is important to emphasize that this document is only the result of a marketing planning process that leads to key information. The subject of this paper is the development of a marketing plan for the craft brewery Mali Div. For the purpose of the thesis, a market research was conducted and based on the results of the research, goals were defined, strategies and activities were determined and the necessary costs for planned activities were defined for the period from September 1, 2021 to September 1 2022. The research showed that 38% of the respondents were familiar with the activities of the Mali Div brewery. Furthermore, 64.2% of respondents said that so far they have not had the opportunity to try the beers that Mali Div has to offer, and 79.3% of respondents said that they would be willing to try beers from their offer. Based on the collected data, the main defined goal, which is planned to be achieved in the given period of time, is to strengthen the image of the brewery and increase consumer awareness of the brewerys offer. Marketing strategies to achieve the defined goals are mostly focused at increasing the presence on social networks and communication with consumers through new and traditional media