Provider: - Institution: - Data provided by Europeana Collections- Cilj ovog rada predstavljalo je utvrdivanje utjecaja marketinga na konkurentnost poslovnih subjekata na tržištu pica u Republici Hrvatskoj. Polazeci od pretpostavke da je marketing, odnosno marketinška orijentacija poslovnog subjekta temeljna pretpostavka za „bolje“ stvaranje proizvoda, odnosno superiorne ponude vrijednosti usmjerene na potrebe ciljnih segmenata i da kao takav predstavlja bitnu odrednicu za stvaranje konkurentske sposobnosti i ostvarivanje prednosti na tržištu, u hipotezama postavljenim za potrebe empirijskog istraživanja nastojalo se specificno i precizno utvrditi da li i u kolikoj mjeri marketinška orijentacija doprinosi konkurentnosti u navedenom sektoru, a time i uspješnosti poslovnih subjekata, zatim koja je prevladavajuca genericka konkurentska strategija, te koje su najdjelotvornije sastavnice marketinške strategije koje ucestalo zastupljene u ovom sektoru. Provedeno istraživanje na uzorku menadžera zaduženih za prodaju, marketing ili upravljanje poslovnim subjektima u sektoru pružilo je niz konkretnih podataka vezanih uz pojedine elemente i intenzitet marketinške orijentacije, te najznacajnije elemente prevladavajucih marketinških strategija. U skladu s dobivenim rezultatima istraživanja oblikovan je statisticki, a potom izveden i generalni model utjecaja marketinške orijentacije na konkurentsku sposobnost poslovnih subjekata u sektoru pica. Primarni, ali i sekundarni podaci prikupljeni za potrebe ovog rada pokazali su da je sektor pica pod velikim konkurentskim pritiskom koji nastaje kao rezultat križanja nekoliko trendova okruženja: (1) daljnjeg povecanja heterogenosti potrošackih segmenta, odnosno promijenjenih preferencija i ocekivanja kupaca, (2) koncentracije i rasta moci maloprodajnih trgovackih lanaca u kanalu distribucije koji od proizvodaca nastoje preuzeti kontrolu nad elementima marketinškog miksa i (3) intenziviranja ponude vrijednosti rastom marketinških sposobnosti domacih proizvodaca i istovremenim ulaskom poznatih svjetskih maraka pica. U skladu sa prikupljenim saznanjima, u zakljucku ovog rada prezentirana je alternativna paradigma izgradnje konkurentske sposobnosti poslovnih subjekata koja se temelji na rekonstrukcijskoj teoriji, u odnosu na dosadašnji prevladavajuci strukturalni pristup. Ovaj rad stoga predstavlja vrijedan znanstveni doprinos znanstvenoj grani marketinga i može pomoci u daljnjem sagledavanju i razvoju konkurentnosti poslovnih subjekata temeljenoj na djelotvornim marketinškim strategijama.- The purpose of this dissertation was to investigate influence of marketing on competitiveness of companies that produce beverages on the Croatian market. Starting from the assumption that marketing conception and marketing orientation of a company represents a fundamental concept for making „better“ products or delivering superior value offering aimed at needs of the target segments and thus is critical part of competitive capabilities and generator of advantage on market, in a hypothesis made for the purpose of empirical research we tried to specifically find out the degree in which marketing orientation contributes toward competitive performance in the sector, than to find out which is the dominant generic competitive strategy and which are the most effective components of marketing strategies employed in this sector. Research has been conducted on the sample of managers working in marketing & sales or as CEOs in companies that produce beverages. Research resulted with a wealth of data describing selected elements and degree of marketing orientation as well as most frequent elements of dominant marketing strategies employed throughout the sector. According to the data the statistical and after that also generic model describing influence of marketing orientation on competitive performance has been developed. Primary as well as secondary data collected for the purpose of this dissertation lead to conclusion that beverages sector is under strong competitive pressure as a result of several market trends: (1) consumer segments becoming more heterogeneous, (2) growth of market concentration and thus rise of power of leading retail chains in the channels of distribution which resulted with the shift of control over marketing mix, and (3) more intensive value offering as a result of growing marketing capabilities of domestic producers and further market penetration of world’s most famous beverage brands. According to the knowledge resulting from this dissertation in concluding part the alternative paradigm of building competitive advantage has been discussed based on reconstructive rather than now dominant structural approach. Therefore, this dissertation represents valuable scientific addition to the marketing science and could prove to be useful in further analysis and development of competitive capabilities based on efficient marketing strategies.- All metadata published by Europeana are available free of restriction under the Creative Commons CC0 1.0 Universal Public Domain Dedication. However, Europeana requests that you actively acknowledge and give attribution to all metadata sources including Europeana