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Tourism market segmentation in the function of improving the offer on the example of Generation Z
No full textPotrebe je i navike svake generacije potrebno poznavati kako bi se mogle kreirati optimalne marketinške aktivnosti i postigli najbolji poslovni rezultati. Problem je istraživanja proizašao iz nedostatka istraživanja vezanih za razumijevanje specifičnih segmenata i prilagodbe proizvoda s naglaskom na generaciju Z. U radu su obrađeni kvalitativni i kvantitativni trendovi na strani turističke potražnje te načini na koje se turistička ponuda prilagođava istima. Također su predstavljene osnove ciljnog marketinga te su obrađene geografska, demografska i segmentacija tržišta prema ponašanju i interesima. Pokazani su primjeri dobre prakse specijalizacije smještajnih objekata te razvoja destinacijske ponude za određeni segment. Posebna je pažnja u teorijskom dijelu rada stavljena na dobnu segmentaciju obrađujući svaku generaciju u posljednjih sto godina. Sekundarno je istraživanje provedeno koristeći znanstvenu i stručnu literaturu s područja teme pri čemu je potvrđen istraživački problem nedostatka stručne literature i istraživanja o ovome segmentu. Primarno istraživanje uključivalo je anketni upitnik čiji je predmet bio stavovi generacije Z prema ponudi te njihove navike u svakodnevnici i za vrijeme putovanja. Potvrđena je velika zastupljenost korištenja društvenih mreža, očekivana razina zadovoljstva prilagođenosti turističke ponude u Hrvatskoj te radom Hrvatske turističke zajednice. Pri izradi došlo se do zaključka da se treba posvetiti veća pažnja na generaciju Z u kreiranju usluga i proizvoda jer su urođeni digitalci što ih čini lako dostupnim segmentom ukoliko se koristi puni potencijal ciljnog marketinga.The needs and habits of each generation need to be known in order to create optimal marketing activities and achieve the best business results. The research problem arose from the lack of research related to understanding specific segments and product adjustment with an emphasis on Generation Z. The paper deals with qualitative and quantitative trends on the side of tourist demand and the ways in which the tourism offer is adjusted to them. The basics of targeted marketing are also presented, as well as geographical, demographic and market segmentation according to behavior and interests. Examples of good practice for specialization of accommodation facilities and development of destination offer for a certain segment are shown. Special attention is paid to age segmentation in the theoretical part of the paper, dealing with each generation in the last hundred years. Secondary research was conducted using scientific and professional literature in the field, confirming the research problem is lack of professional literature and research on this segment. The primary research included a questionnaire whose subject was Generation Z's attitudes towards the offer and their habits in everyday life and during travel. The high prevalence of the use of social networks, the expected level of satisfaction with the adjustment of the tourist offer in Croatia and the work of the Croatian Tourist Board were confirmed. During the paper, writing it came to the conclusion that more attention should be paid to Generation Z in creating services and products because they are digital natives, which makes them easily accessible segment if the full potential of market targeting is used
Implementation of the concept of sustainable development in the hospitality industry of the coastal Dalmatia
No full textU radu su teorijski obrađene sastavnice održivog razvoja te su povezane s hotelijerstvom i mogućnostima primjene u poslovanju. Cilj rada bio je utvrditi mogućnosti primjene održivog poslovanja, metode kojima se provodi te prednosti koje se ostvaruju održivim poslovanjem. Empirijsko istraživanje provedeno je putem anketnog upitnika na uzorku od 101 ispitanika, od kojih je 80 % ispitanika bilo na vodećim pozicijama. Hoteli su odabrani prema kriteriju poslovanja u priobalju Dalmacije, a istraživanjem su proučene metode održivog poslovanja i ispitane prednosti koje su zabilježili u poslovanju. Istraživanjem se došlo do zaključka da se u svim hotelima, obuhvaćenima ovim istraživanjem, provodi održivo poslovanje, ispunjavajući minimalno jednu stavku u području ekonomske, društvene i okolišne održivosti. Primjena društveno odgovornog poslovanja doprinijela je prepoznatljivosti hotela na tržištu, kvalitetnijim uslugama i poslovnim rezultatima, dok ispitanici smatraju da je doprinijelo većoj produktivnosti zaposlenika i boljoj radnoj atmosferi. Ispitanici tvrde da je okolišno odgovorno poslovanje doprinijelo povećanju broja ostvarenih noćenja i povećanju prihoda te smanjenju troškova poslovanja. Istraživanje je pokazalo da su hoteli dosegli stupanj održivosti koji mogu financijski podržavati, a uvođenje novih metoda održivog poslovanja nosi troškove koje nisu u mogućnosti samostalno namiriti te naglašavaju potrebu podrške gradova i država u financiranju projekata. Od ukupnog broja ispitanika njih 27 % izjasnilo se da će u budućem razdoblju unaprijediti održivost poslovanja.The paper theoretically deals with the components of sustainable development and is related to the hotel industry and the possibilities of application in business. The aim of this paper was to determine the possibilities of applying sustainable business, the methods by which it is implemented and the advantages (that are) achieved through sustainable business. The empirical research was conducted by means of a survey on a sample of 101 respondents, 80% of which were in leading positions. Hotels were selected according to the business operating criteria at the Dalmatian coast, and the research examined the methods of sustainable business and the advantages recorded The research concluded that all hotels covered by this survey run sustainable business, and meet at least one condition in the field of economic, social and environmental sustainability. The application of socially responsible business has contributed to recognition of the hotels on the market, better customer service and business results, while respondents believe that it has contributed to higher employee productivity and a better work atmosphere. Respondents claim that environmentally responsible business has contributed to an increase in the number of overnight stays and an increase in revenue as well as reduction in operating costs. The research showed that hotels have reached a level of sustainability that they can financially support, but the implementation of new methods of sustainable business carries costs that they are unable to meet on their own and emphasizes the need for support from cities and states in financing projects like these .Of the total number of respondents, 27% said that they would improve the sustainability of business in the future
Analysis of the impact of the COVID-19 pandemic on consumer behavior and business results of selected companies
No full textCilj istraživanja ovog specijalističkog diplomskog stručnog rada bio je utvrditi kako pandemija COVID-19 utječe na ponašanja potrošača kao i na rezultate poslovanja odabranih poduzeća. Kako bi se utvrdio utjecaj pandemije na poslovanje poduzeća, proveden je dubinski intervju s predstavnicima dva poduzeća iz dva različita sektora gdje se pokazalo da je jedno poduzeće imalo pozitivne rezultate u pandemiji, dok je drugo naišlo na velike probleme u poslovanju. Shodno tome, uz aspekte utjecaja pandemije COVID-19 na poslovanje poduzeća unutar različitih industrija, ovaj stručni diplomski rad analizirao je i istražio potrošačke navike prije pandemije, za vrijeme pandemije i nakon pandemije. Ponašanje potrošača prije pandemije analizirano je kroz stručnu literature pomoću koje se definira sam pojam ponašanja potrošača te čimbenici koji utječu na potrošačke navike. Navike potrošača za vrijeme i nakon pandemije bile su analizirane pomoću provedenih istraživanja svjetski priznatih instituta i dostupne stručne literature. Istraživački aspekt promjena u ponašanju potrošača u prva dva vala pojave COVID-19 virusa postigao se anketnim upitnikom nad 286 ispitanika gdje se pokazalo kako su se promjene koje su utjecale na potrošače odnosile na ograničavanje kretanja, zatvaranje prodavaonica i ugostiteljskih objekata. Navedeno je uvelike utjecalo na smanjenje odlazaka ispitanih potrošača u prodavaonice, a pokazalo se i da su ispitanici za vrijeme pandemije u najvećoj mjeri jednom tjedno kupovali namirnice neophodne za život što prije pandemije nije bio slučaj. Istraživanje je naposljetku pokazalo i kako su se potrošači okrenuli zdravijem načinu života, stavili su veći fokus na kupovinu proizvoda koji pomažu vlastitom zdravlju i dobrobiti vlastitog tijela. S druge strane, pokazalo se i kako su potrošači tijekom pandemije kupovali proizvode koji pomažu sprječavanju širenja virusa i proizvode kojima štite vlastitu sigurnost, a za vrijeme pandemije povećao se broj ispitanika koji su se koristili online trgovinom, s namjerom da se istom koriste i u budućnosti.The aim of the research of this specialist diploma thesis was to determine how the COVID-19 pandemic affects consumer behavior as well as the business results of selected companies. In order to determine the impact of the pandemic on business operations, an in-depth interview was conducted with representatives of two companies from two different sectors where it was shown that one company had positive results in the pandemic, while the other encountered major business problems. Accordingly, in addition to aspects of the impact of the COVID-19 pandemic on business operations within different industries, this professional thesis analyzed and explored consumer habits before the pandemic, during the pandemic and after the pandemic. Consumer behavior before the pandemic was analyzed through the literature that defines the concept of consumer behavior and the factors that affect consumer habits. Consumer habits during and after the pandemic were analyzed using research conducted by world-renowned institutes and available professional literature. The research aspect of changes in consumer behavior in the first two waves of the COVID-19 virus was achieved by a questionnaire of 286 respondents, which showed that the changes affecting consumers were related to restricting movement, closing stores and restaurants. This had a significant impact on reducing the number of consumers going to stores, and it turned out that during the pandemic, respondents mostly bought groceries once a week, which was not the case before the pandemic. The research eventually showed that as consumers turned to a healthier lifestyle, they put more focus on buying products that help their own health and the well-being of their own body. On the other hand, consumers were shown to buy products that help prevent the spread of viruses and products that protect their own safety during the pandemic, and during the pandemic the number of respondents who used online shopping increased, intending to use it in the future
Analiza financijskih izvještaja s procjenom financijske stabilnosti odabranog poduzeća
No full textU ovom specijalističkom diplomskom stručnom radu provedena je analiza financijskih izvještaja s procjenom stabilnosti društva ANO d.o.o.. Društvo je 2000. godine registrirano kao prvo društvo za brokerske poslove u osiguranju i reosiguranju u Republici Hrvatskoj. Glavni cilj rada bio je bio provesti analizu financijskih izvještaja s procjenom financijske stabilnosti za razdoblja 2019. i 2020. godine. Uz glavni cilj rada, ostvarila su se dodatna 3 cilja, objašnjenje pojma i svrhe financijskih pokazatelja, objašnjenje postupka analize financijskih izvještaja te izračun i određivanje zaključaka. Postavljeni ciljevi rada odrazili su odgovore na postavljena istraživačka pitanja vezana uz utjecajne čimbenike, postupke analize, financijska izvješća i financijsku stabilnost. U radu su kao izvor podataka korišteni bilanca i račun dobiti i gubitka za oba razdoblja. Provedena je analiza bilance i računa dobiti i gubitka te su izračunati sljedeći financijski pokazatelji: pokazatelji likvidnosti, aktivnosti, ekonomičnosti, zaduženosti, profitabilnosti, BEX indeks, Altmanov Z-score model te Kralicekov DF pokazatelj. Temeljem dobivenih rezultata zaključilo se kako društvo u oba razdoblja odražava visoki nivo financijske stabilnosti i uspješnosti poslovanja. Ukoliko će društvo nastaviti sa ovakvim načinom poslovanja može očekivati uspješnu budućnosti.In this specialist diploma thesis, an analysis of financial statements with an assessment of the financial stability of the company ANO d.o.o. was conducted. In 2000, the company was registered as the first company for brokerage in insurance and reinsurance in the Republic of Croatia. The main objective of the paper was to analyze financial statements with a stability assessment for the periods 2019 and 2020. In addition to the main objective of the paper, an additional 3 objectives were achieved, an explanation of the concept and purpose of financial indicators, an explanation of the process of analysis of financial statements, and the calculation and assessment of the conclusions. The set objectives of the paper reflected the answers to the set research questions related to influencing factors, analysis procedures, financial reports, and financial stability. The paper used the balance sheet and the income statement for both periods as a source of data. The balance sheet and profit and loss account were analyzed and the following financial indicators were calculated: liquidity, activity, economy, indebtedness, profitability, BEX index, Altman's Z-score model, and Kralicek's DF indicator. Based on the obtained results, it was concluded that the company in both periods reflects a high level of financial stability and business success. If the company will continue with this way of doing business, it can expect a successful future
Mjerenje učinka agilnih timova u uvjetima rada od kuće i iz tvrtke
No full textU današnje vrijeme postoji veliki pritisak na IT kompanije da privuku i zadrže visoko kvalificirane i kvalitetne radnike, a posebno programere. Jedan od načina da to ostvare jest sustavno mjerenje učinka programera putem kojeg će se moći razlikovati djelatnici u koje moraju ulagati te kojima treba osigurati adekvatne uvjete za rad i napredak u karijeri.
Mjerenje učinka djelatnika samo je po sebi zahtjevno, a mjerenje učinka programera donosi dodatne izazove. Na razvoju mehanizama za mjerenje učinka programera radi se od 70-ih godina prošlog stoljeća, no stručnjaci se još nisu usuglasili oko jasnih mehanizama koji su univerzalno primjenjivi. Kratkim pretraživanjem interneta može se naići na velik broj autora koji otvoreno zastupaju tezu da je mjerenje učinka programera uzaludan posao i da ga u praksi nije moguće izmjeriti.
Razvojem društva i poslovanja sve češće se pojavljuje i model rada od kuće koji je vrlo popularan među programerima i ostalim članovima agilnih timova. Takav model omogućuje zaposlenicima rad od kuće i pretpostavka je da, zbog raznih uvjeta, ovakav rad ne sputava produktivnost pojedinaca.
Predmet ovog rada jest osmisliti metodu mjerenja učinka agilnih timova u procesu izrade računalnih programa i aplikacija korištenjem agilne metodologije, prikupiti relevantnu količinu podataka u uvjetima rada iz tvrtke i rada od kuće i dokazati ili opovrgnuti tezu da je produktivnost veća prilikom rada od kuće.Nowadays, there is a lot of pressure on IT companies to attract and retain highly qualified and quality workers, especially developers. One way to achieve this is to systematically measure the performance of programmers, through which it will be possible to distinguish the employees in whom they have to invest and who need to be provided with adequate working conditions and career advancement.
Measuring employee performance is inherently demanding, and measuring developer performance brings additional challenges. The development of mechanisms for measuring the performance of programmers has been underway since the 1970’s, but experts have not yet agreed on clear mechanisms that are universally applicable. A short search of the Internet can lead to a large number of authors who openly argue that measuring the performance of programmers is a futile job and that in practice it is not possible to measure.
With the development of society and business, the model of working from home, which is very popular among developers and other members of agile teams, is appearing more and more often. Such a model allows employees to work from home and it is assumed that due to various conditions, such work does not hamper the productivity of individuals.
The subject of this paper is to design a method for measuring the performance of agile teams in the process of creating computer programs and applications using agile methodology, collect relevant data in company and work conditions from home and prove or disprove the thesis that productivity is higher when working from home
Analysis of Information Trustworthiness in Health Food Products Communication
No full textVjerodostojnost informacija jedan je od temeljnih segmenata integriranih komunikacija prehrambenih industrija posebice u trenutno brzorastućoj kategoriji zdravih prehrambenih proizvoda. Naime, globalni trend zdravih prehrambenih proizvoda populariziran je i u Republici Hrvatskoj ponajviše zbog određenih funkcionalnih vrijednosti koje tendiraju zadovoljiti ciljane javnosti u zdravstvenom aspektu. Usto, čimbenici koji utječu na percepciju ciljanih javnosti kao i na njihovu odluku o kupnji navedenih proizvoda, osim zdravstvenih, uključuju ujedno i pitanja o okolišu te društva u cjelini, odnosno njihovu cjelokupnu održivost. Stoga na vjerodostojnost slike zdravih prehrambenih proizvoda značajnu ulogu imaju novi održivi trendovi prema čijim ciljevima i načelima spomenuti proizvodi ne utječu na društvo i okoliš.
Krajnji cilj ovog rada jest teorijski i empirijski analizirati vjerodostojnost informacija u kategoriji zdravih prehrambenih proizvoda na hrvatskom tržištu, kao i njihovu komunikaciju u kontekstu održivosti, a prema svim trima načelima održivog razvoja. Istraživanje je provedeno metodom analize sadržaja prodajnih pakiranja, odnosno ambalaža zdravih prehrambenih proizvoda odabranih privatnih zelenih marki iz specijaliziranih prodavaonica zdrave hrane.
Temeljem analize sadržaja pokazalo se da na prodajnim pakiranjima zdravih prehrambenih proizvoda najčešće ne postoji istaknuta njihova osnovna svrha u okviru funkcionalnih vrijednosti za ciljane javnosti u zdravstvenom aspektu. Nadalje, unatoč primjeni određenih certifikata na prodajnim pakiranjima, ukupna održivost proizvoda s obzirom na podrijetlo, uvjete uzgoja, način proizvodnje te distribucije kao i reciklabilnu, tj. kompostabilnu prodajnu i transportnu ambalažu nije provjerljiva jer ciljane javnosti nemaju uvid u informacije o njihovoj sljedivosti. Shodno tome, vjerodostojnost navedenih proizvoda očituje se isključivo na temelju povjerenja ciljanih javnosti prema certifikatima i oznakama navedenim na prodajnim pakiranjima, to jest na povjerenju koje imaju prema proizvođačima koji ih implementiraju na svoje proizvode.Information trustworthiness is a fundamental segment of integrated communications by health food industries, especially in the currently rapidly growing category of health food products. Namely, the global trend of health food products has achieved popularity in the Republic of Croatia mostly due to certain functional values which aim to satisfy the targeted public regarding health-related aspects. In addition, the targeted public’s perception and their decisions to purchase the aforementioned products are not solely affected by health factors, but also include environmental issues and issues pertaining to the society as a whole, i.e. its overall sustainability. Therefore, the credibility of health food products’ image relies heavily on new sustainable trends whose goals and principles stipulate the products in question do not negatively impact society and the environment.
This paper aims to theoretically and empirically analyse information trustworthiness for the category of health food products on the Croatian market, as well as their communication pertaining to sustainability, whilst relying on the three principles of sustainable development. The research method used was content analysis of sales packages of health food products by select private green brands from specialized health food stores.
The content analysis has shown that sales packages of health food products frequently do not emphasize their primary purpose in relation to functional values for the targeted public in health-related aspects. Furthermore, despite certain certificates being used on sales packages, the general sustainability of products in respect to their provenance, cultivation conditions, manufacturing methods and distribution, as well as their recyclable (compostable) sales and transport packaging cannot be verified, since the targeted public has no insight into information concerning traceability. Accordingly, the trustworthiness of said products is evident solely through the targeted public’s trust in certificates and sales package labels, i.e. through the trust they lay in the manufacturers who in turn implement them on their products
Promotional strategy proposition for select winery branding
No full textU ovom specijalističkom diplomskom radu analiziran je utjecaj promocijskih strategija u funkciji brendiranja za vinariju Knebu. Rad naglašava važnost brendiranja i promocijskih strategija općenito, a posebno za vinarije koje izlaze na novo tržište. U svrhu rada autor je proveo istraživanje u obliku dubinskog intervjua sa zaposlenicima različitih marketinških agencija, predstavnicima odabranih vinarija i predstavnikom vinarije Knebu.
Problem koji je obrađen u radu jest nedefinirana promocijska strategija odabrane vinarije Knebu. Kombinacija i integracija nekoliko promotivnih strategija daje najbolje rezultate za prepoznatljivost brenda i dobar imidž. Iskorištavanje okruženja i naglasak porijekla vina ima velik utjecaj u brendiranju i promociji. Kombinacijom kvalitetnog brendiranja, poznavanjem potencijalnih potrošača i dobrom organizacijom promocijskih aktivnosti postojeće vinarije mogu najviše iskoristiti potencijal i ostvariti zaradu.
Nakon provedenog istraživanja, obrade rezultata istraživanja i utvrđivanja njegova zaključka, donesen je prijedlog promocijske strategije koji počiva na integriranju tradicionalnih i digitalnih kanala marketinške komunikacije za vinariju Knebu.In this specialist thesis, the impact of promotional strategies in the function of branding for Knebu winery is analyzed. The paper emphasizes the importance of branding and promotional strategies in general, and especially for wineries entering a new market. For the purpose of this paper, the author conducted research in the form of in-depth interviews with employees of various marketing agencies, representatives of selected wineries and a representative for Knebu winery.
The problem addressed in the paper is the undefined promotional strategy for Knebu winery. The combination and integration of several promotional strategies gives the best results for brand recognition and a good image. Exploiting the environment and emphasizing the origin of wine has great impact on branding and promotion. By combining quality branding, knowledge of potential consumers and good organization of promotional activities, existing wineries can make the most of their potential and make profit.
After conducting the research, processing the results and determining its conclusion, a proposal for a promotional strategy based on the integration of traditional and digital channels of marketing communication was adopted for Knebu winery
Peer violence on social networks among adolescents
No full textZavršni rad se bavi vršnjačkim elektroničkim nasiljem adolescenata. Vršnjačko
elektroničko nasilje karakteristično je za adolescente, a spomenuto svoj temelj ima u
sve većoj rasprostranjenosti društvenih mreža i platformi za komunikaciju. S obzirom
na to da je tek posljednjih godina podignuta svijest o ovoj negativnoj društvenoj pojavi
te su provedena značajnija istraživanja, u radu se navode sva obilježja vršnjačkog
nasilja, elektroničkog nasilja, ali i vrste i karakteristike sudionika nasilja. Kako bi se
prikazala izloženost i oblici elektroničkog vršnjačkog nasilja među adolescentima na
društvenim mrežama u Republici Hrvatskoj,proveden je anketni upitnik s 220 hrvatskih
adolescenata. Pri tome, u svrhu prikupljanja bogatijih podataka o problemu
elektroničkog nasilja, proveden je i dubinski intervju s adolescentom koji je doživio
takav oblik nasilja u prošlosti. Osim što su rezultati istraživanja potvrdili aktualnost i
relevantnost teme vršnjačkog nasilja, pokazali su i kako se trećina ispitanih
adolescenata susreće ili se susretalo s elektroničkim nasiljem i to ponajviše u pogledu
neprimjerenih ili prijetećih poruka, odnosno namjerne izolacije. Rezultati su također
ukazali i na činjenicu da adolescenti smatraju da nisu dovoljno zaštićeni po tom pitanju
te da su žrtve najčešće osobe koje su „nepopularne“u društvu.The final paper deals with peer electronic violence of adolescents. Peer-to-peer
electronic violence is characteristic of adolescents, and the aforementioned has its
basis in the increasing spread of social networks and platforms for communication.
Given that awareness of this negative social phenomenon has only been raised in
recent years and significant research has been conducted, the paper lists all the
characteristics of peer violence, electronic violence, as well as the types and
characteristics of the participants in the violence. In order to show the exposure and
forms of electronic peer violence among adolescents on social networks in the
Republic of Croatia, a questionnaire was conducted with 220 Croatian adolescents. At
the same time, in order to collect richer data on the problem of electronic violence, an
in-depth interview was conducted with an adolescent who experienced this form of
violence in the past. In addition to the results of the research confirming the topicality
and relevance of the topic of peer violence, they also showed that a third of the
surveyed adolescents encounter or have encountered electronic violence, mostly in
terms of inappropriate or threatening messages, i.e. intentional isolation. The results
also pointed to the fact that adolescents believe that they are not sufficiently protected
in this regard, and that the victims are most often those who are "unpopular" in peer
group
Differences in salary models and reward systems between public and private sector in Republic of Croatia
No full textSvrha ovoga diplomskog rada bila je istražiti razlike u modelima plaća i sustavima nagrađivanja javnog i privatnog sektora u Republici Hrvatskoj. Istraživanje je provedeno metodom anketnog upitnika koji je bio sastavljen od 31 pitanja, odnosno 28 pitanja i 3 potpitanja. Upitnik je primijenjen online preko servisa google obrasci (google forms). Iz privatnog sektora prikupili su se odgovori od 53 ispitanika, a iz javnog sektora od 50 ispitanika. Istraživanje je bilo provedeno od 15 siječnja do 1. travnja 2022. godine i pokazalo je kako je javni sektor bitno nezadovoljniji sustavom plaća i modelima nagrađivanja u odnosu na privatni sektor. Ispitanici iz oba sektora ukazuju da u aktualnim sustavima raspodjele plaće i nagrade postoje ozbiljni problemi i da bi situacija mogla i trebala biti bolja. Zbog opširne tematike rada, preporučuju se daljnja istraživanja na većim uzorcima koji bi omogućili provođenje analiza prema djelatnostima i sektorima, prema kojima bi poslodavci i zakonodavci mogli bolje razumjeti probleme koji se stvaraju na tržištu rada, ali i prema područjima djelatnosti rada.The purpose of this graduate thesis was to explore the differences between public and private business organizations in Republic of Croatia regarding salary models and reward systems. As research method, a survey questionnaire was selected, comprised from total of 31 items (28 questions and 3 sub-questions). The questionnaire was created using Google Forms and it was administered online via email. A total of 103 responses was collected - 53 from the private and 50 from the public sector. The survey was conducted from January 15th to April 1st, 2022 and revealed that public sector is significantly more dissatisfied with pay model and reward system in comparison than the private one. Participants from both sectors perceive significant problems and acknowledge that things should be better. Due to extensive topic of the paper further research on a larger sample is recommended to ensure analyses across wider scope of activities and sectors in order to provide both employers and legislators better understanding of problems in the labor market
Proposal for improvement of digital marketing of a specific company
No full textDigitalna tehnologija postala je važan dio procesa planiranja, provedbe i realizacije marketinških komunikacijskih aktivnosti. Danas su društvene mreže neizostavan alat kojim se postiže dobra dvosmjerna komunikacija između poslovnih subjekata i ciljane publike. Poseban značaj pri kreiranju dobre komunikacije treba usmjeriti na izgled profila na društvenim mrežama, na dobru vizualizaciju službene internetske stranice te na komunikaciju s kupcima. Bitno je ostvariti i postaviti dobru digitalnu komunikaciju da bi se privukla željena publika i potencijalni posjetitelji u ugostiteljski objekt.
Cilj rada bio je istražiti primjere dobre prakse digitalne marketinške komunikacije, analizirati postojeću komunikaciju, ispitati stavove posjetitelja ugostiteljskog objekta te definirati prijedlog za unapređenje digitalne marketinške komunikacije. Za izradu diplomskoga rada korišteni su sekundarni izvori podataka iz postojeće literature o integriranoj marketinškoj komunikaciji, a primarni podaci prikupljeni su primjenom metode ankete i dubinskih intervjua s predstavnicima izabranog obrta. Predstavnici ugostiteljskog obrta Luna svjesni su važnosti i mogućnosti koje digitalna komunikacija nudi te su spremni na promjene kako bi se poboljšala i unaprijedila komunikacija s potencijalnom ciljanom publikom. Rezultati istraživanja uz pomoć ankete potvrdili su da su društvene mreže važan izvor informacija za posjetitelje ugostiteljskih objekata, odnosno nezaobilazan kanal komunikacije ugostitelja i korisnika njihovih usluga.
U ovom su radu definirane sve teorijske odrednice i rezultati provedenih istraživanja te su predložene digitalne marketinške mogućnosti i budući tijek razvoja ugostiteljskog obrta Luna.Digital technologies have become an important part of the marketing communication planning, development and implementation process. Today, social media is an essential tool for creating effective two-way communication between a company and its target audience. In order to develop effective communication, special attention should be focused on the visual appeal of social media, a proper visualization of the official website and communication of the catering establishment with its customers. Creating and developing effective digital communication is the key to attract the target audience and potential customers to the catering establishment.
The purpose of this paper is to analyze good practices in digital communication, provide an analysis of the current communication, survey the opinions of the catering customers, and develop a plan for improvement of digital marketing strategy. The thesis was written using secondary data sources from available literature on integrated marketing communications, whereas the primary data was obtained using a survey and in-depth interviews with representatives of the company. The representatives of the company (catering establishment) Luna are aware of the importance and the opportunities presented by digital communication and are willing to make changes to better and improve communication with the potential target audience. The survey results confirmed that social media is an important source of information for catering customers, i.e. a key communication channel between a company and its customers.
This paper identifies all theoretical determinants and the results of the conducted research, and it furthermore suggests digital marketing options and the future development of the catering establishment Luna