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U radu je prikazana uloga potpunog upravljanja kvalitete i njegova povezanost s marketingom u rastu i razvoju poduzeća Coca-Cola HBC Hrvatska, lokalne podruţnice meĊunarodne kompanije Coca-Cola Company, i to s posebnim naglaskom na njihov najpoznatiji proizvod, gazirano piće naziva Coca-Cola. Opisane su sve pojedine faze strateškog marketinga, od analize unutrašnjih ĉimbenika i vanjske marketinške situacije preko segmentacije trţišta prema geografskim, demografskim, psihografskim i bihevioralnim pokazateljima, odabira ciljnog trţišta i pozicioniranja. UtvrĊeno je da poduzeće u okviru postizanja jasno definiranih ciljeva ugraĊenih u svoju viziju i misiju posebnu pozornost pridaje odrţivom poslovanju na naĉin da proaktivno djeluje u lokalnoj zajednici štiteći prirodne resurse i potiĉući zdrave ţivotne navike potrošaĉa svojih proizvoda, a to je ništa drugo, nego potpuno upravljanje kvalitetom s ciljem ostvarenja konkurentske prednosti. Na taj naĉin tvrtka uspješno promovira svoje proizvode društveno prihvatljivim promišljanjima, ujedno postavljajući i visoke standarde poslovne prakse za sve ostale dionike trţišta bezalkoholnih pića. Istaknuto je kako poduzeće znaĉajnim financijskim sredstvima uloţenim u aktivnosti strateškog marketinga ostvaruje prepoznatljivost svojih proizvoda, konkurentsku prednost i superioran poloţaj na globalnom trţištu u odnosu na ostale sudionike, zahvaljujući ĉemu je i Coca-Cola HBC Hrvatska jedna od najvećih tvrtki u industriji bezalkoholnih pića u Republici Hrvatskoj. The work presents the role of Total quality management and its linkage with marketing in the growth and development of Coca-Cola HBC Croatia, a local affiliate of the international Coca-Cola Company, with a special emphasis on their most famous product, a sparkling drink called Coca-Cola. All the stages of strategic marketing are described, from the analysis of internal factors and the external market situation through market segmentation by geographic, demographic, psychological and behavioral indicators, choice of target market and positioning. It was established that the company, in achieving clearly defined goals embedded in its vision and mission, attaches particular attention to sustainable business by proactively acting in the local community by protecting natural resources and encouraging healthy habits of consumers of their products, which is nothing but full management quality with the aim of achieving competitive advantage. In this way, the company successfully promotes its products with socially acceptable reflections, at the same time setting high standards of business practice for all other non-alcoholic beverage market stakeholders. It is emphasized that the company has significant financial resources invested in strategic marketing activities, recognizing its products, competitive advantage and superior position in the global market with respect to other participants, thanks to which Coca-Cola HBC Croatia is one of the largest non-alcoholic beverage companies in the Republic Croatia. |
