Management of Chocolate Brands: The Case of the factories Kraš and Zvečevo

Predmet ovog rada je upravljanje čokoladnim brendovima na primjeru tvornica Kraš i Zvečevo. Cilj rada je odgovoriti na ključna istraživačka pitanja koja su postavljena na samom početku pisanja i istraživanja o temi. Predmet rada je obrađen u teorijskom dijelu u prvom dijelu rada, a u drugom dijelu rada je provedeno istraživanje. Istraživanje o upravljanju brendovima na odabranim poduzećima je provedeno analizom njihovog poslovnog modela, dok je istraživanje o preferencijama potrošača u vezi čokoladnih brendova provedeno na 106 ispitanika online putem anketnog upitnika. Istraživanje je pokazalo da povezanost između percepcije vizualnih identiteta hrvatskih brendova čokolade i udjela na tržištu svakako postoji. Nadalje, potrošači najčešće kupuju određeni čokoladni brend zato što im odgovara okus i kvaliteta tog brenda. Potrošači ne prave veliku razliku između hrvatskih i stranih brendova čokolade koliko ju prave između brendova cjelokupno gledajući.The subject of this paper is the management of chocolate brands on the example of the Kraš i factories It rattles. The aim of the work is to answer the key research questions that were posed at the the beginning of writing and research on the topic. The subject of the work is covered in the theoretical part in the first part part of the work, and research was conducted in the second part of the work. Management research brands on selected companies was conducted by analyzing their business model, while the research on consumer preferences regarding chocolate brands was conducted on the 106th respondents online via a survey questionnaire. Research has shown that the connection between the perception of the visual identities of Croatian chocolate brands and market share certainly exists. Furthermore, consumers most often buy a certain brand of chocolate because they like the taste and the quality of that brand. Consumers do not make a big difference between Croatian and foreign brands chocolates as much as they make it between brands overall