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U ovom završnom radu analizirala se marketinška okolina poduzeća te je na primjeru poduzeća Valamar Riviera ona detaljno obrađena. U teorijskom dijelu se definirala okolina i njezina dva segmenta, a to su mikro i makrookolina. Mikrookolinu poduzeća čine dobavljači, kupci, marketinški posrednici, konkurencija i javnost, dok se makrookolina poduzeća sastoji od demografske, gospodarske, prirodne, tehnološke, političke ili zakonske te društvene ili kulturne okoline. Uz navedene okoline analizirana je i pojava nove virtualne okoline. U drugom dijelu rada analizirana je mikro i makrookolina poduzeća Valamar Riviera i napravljena SWOT analiza te su utvrđene prednosti, slabosti, prilike i prijetnje. Utvrđeno je da poduzeće Valamar Riviera neprestano ulaže napore kako bi i dalje ostalo jedno od vodećih maloprodajnih poduzeća. Kako bi zadržalo vodeću poziciju na tržištu i nastavilo širenje, Valamar Riviera treba iskoristiti prednosti temeljene na tradiciji, kvaliteti proizvoda i kontinuirano provoditi analizu okoline u kojoj posluje. In this thesis the marketing environment of a company is being analyzed and it was elaborated on an example of Valamar Riviera company. The environment and its two important parts, micro and macro-environment, are defined in the theoretic part. The microenvironment of a company is made of its suppliers, customers, marketing agents, competitors and general public while the macro-environment of a company consists of a demographic, economic, natural, technologic, political or legislative as well as social or cultural environment. Beside the mentioned types of environments there was also an analysis of an appearance of a new virtual environment. In the second part of the thesis there was an analysis of micro and macro-environment of Valamar Riviera company and SWOT analysis was made to establish the advantages, disadvantages, opportunities and threats. It was established that Valamar Riviera company is putting continuous effort to remain one of the leading retailing companies. To keep the leading position on the market and continue the expansion, Valamar Riviera has to use the advantages based on the tradition, quality of products and to constantly conduct analysis of the environment where it operates. |
