Utjecaj uvođenja robne marke na poslovni rezultat u proizvodnji sira na primjeru male sirane

master's thesis

• Title (english): Impact of brand introducing on the business result in cheese production on the example of small chesse production plant
• Author: Darija Celić Križić
• Mentor: Josip Juračak (mentor)
• Committee member: Josip Juračak (predsjednik povjerenstva)
• Committee member: Marija Cerjak (član povjerenstva)
• Committee member: Milna Tudor Kalit (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Management and Rural Entrepreneurship); Zagreb
• Defense date and country: 2017-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

U Hrvatskoj su prisutne brojne male sirane u kojima se proizvode sirevi i drugi mliječni proizvodi. Za navedene domaće proizvode postoji veliki interes te je moguće ostvariti veću prodajnu cijenu uz uložen napor i sredstva u odgovarajuće marketinške i menadžerske aktivnosti kojima bi se proizvod pozicionirao kao vrijedniji i skuplji u odnosu na masovnu proizvodnju. Jedna od takvih aktivnosti je i uvođenje robne marke koja doprinosi promociji, poticanju kupovine i stvaranje konkurentske prednosti gospodarskog subjekta u odnosu na ostale tržišne konkurente. Pomoću nje se pokušava napraviti diferencijacija proizvoda i pokušaj privlačenja pažnje potencijalnog potrošača da bi se on brže odlučio za kupnju proizvoda.

Abstract (english)

There are many small dairies producing cheese in Croatia. In the same time, there is a great interest for domestic dairy products and it is possible to achieve a higher selling price with the effort and resources invested in the appropriate marketing and management activities that would position the product as more valuable and expensive than mass production. One of these activities is the introduction of a brand that contributes to the promotion, purchasing and the creation many advantage for farm in relation to other market competitors. The proper usage of brand enables the product differentiation and attracts the attention of a potential consumer so they are more determined to buy the product.

• Keywords: sirana; sir; robna marka; poslovni rezultat
• Keywords (english): cheese dairy; cheese; brand; business results
• Language: croatian
• URN:NBN: urn:nbn:hr:204:827542
• Study programme: Title: Organic Agriculture with Agrotourism; Study programme type: university; Study level: graduate; Academic / professional title: magistar / magistra inženjer/inženjerka ekološke poljoprivrede i agroturizma (magistar / magistra inženjer/inženjerka ekološke poljoprivrede i agroturizma)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2017-10-30 13:21:47