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undergraduate thesis
Analiza mogućnosti diferencijacije ribljeg restorana u Dubrovniku
2018. urn:nbn:hr:146:012444
Hajdarhodžić, Ivana
VERN University

Cite this document

Hajdarhodžić, I. (2018). Analiza mogućnosti diferencijacije ribljeg restorana u Dubrovniku (Undergraduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:012444

Hajdarhodžić, Ivana. "Analiza mogućnosti diferencijacije ribljeg restorana u Dubrovniku." Undergraduate thesis, VERN University , 2018. https://urn.nsk.hr/urn:nbn:hr:146:012444

Hajdarhodžić, Ivana. "Analiza mogućnosti diferencijacije ribljeg restorana u Dubrovniku." Undergraduate thesis, VERN University , 2018. https://urn.nsk.hr/urn:nbn:hr:146:012444

Hajdarhodžić, I. (2018). 'Analiza mogućnosti diferencijacije ribljeg restorana u Dubrovniku', Undergraduate thesis, VERN University , accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:146:012444

Hajdarhodžić I. Analiza mogućnosti diferencijacije ribljeg restorana u Dubrovniku [Undergraduate thesis]. Zagreb: VERN University ; 2018 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:146:012444

I. Hajdarhodžić, "Analiza mogućnosti diferencijacije ribljeg restorana u Dubrovniku", Undergraduate thesis, VERN University , Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:146:012444

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Metadata
TitleAnaliza mogućnosti diferencijacije ribljeg restorana u Dubrovniku
Title (english)Possibilities of differentiation of fish restaurant in Dubrovnik
AuthorIvana Hajdarhodžić
MentorDarko Delač (mentor)
GranterVERN University
Zagreb
Defense date and country2018-04-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U uvjetima zaoštrene konkurentske borbe i uslijed izražene sezonalnosti u turizmu, riblji restorani u Dubrovniku suočeni su s potrebom primjene strategije diferencijacije. U radu se analiziraju mogućnosti diferencijacije ribljeg restorana Lokanda Peskarija u Dubrovniku. Cilj rada je temeljem komparativne analize značajki marketinškog miksa restorana Lokanda Peskarija u odnosu na konkurente preporučiti smjernice za realizaciju strategije diferencijacije. U istraživanju su korišteni primarni i sekundarni izvori podataka. Rezultati istraživanja pokazuju kako je spajanjem moderne i tradicionalne gastronomije te uvođenjem usluge sommeliera potrebno unaprijediti restoransku ponudu i odnos vrijednosti za cijenu. U prodajnoj je politici nužna orijentacija na izravnu i online prodaju uz smanjenje ovisnosti o prodaji putem turističkih agencija. Iz promocijskog spleta ključno je izbaciti unaprjeđenje prodaje, a intenzivirati online marketinšku komunikaciju putem SEO optimizacije, online oglašavanja, blogova i upravljanja reputacijom. Fizičko okruženje (ambijent), kvaliteta rada zaposlenika i orijentacija na procese ključna su stajališta uspješne realizacije strategije diferencijacije ribljeg restorana.
Abstract (english)
In the face of sharp competition and the high seasonality of tourism, fish restaurants in Dubrovnik are faced with the need to apply a differentiation strategy. The paper analyzes the possibilities of differentiation of fish restaurant Lokanda Peskarija in Dubrovnik. The aim of the work is to compare the characteristics of the marketing mix of Lokanda Peskarija's restaurant with competitors to recommend guidelines for the implementation of the differentiation strategy. Primary and secondary data sources were used in the research. Research results show that it is necessary to improve the restaurant's offer and value-for-price relationship through the fusion of modern and traditional gastronomy and the introduction of sommelier services. Sales mix needs to be oriented towards direct and online sales, while reducing sales through travel agencies. Sales promotion should be removed from promotional mix, and online marketing through SEO optimization, online advertising, blogging, and reputation management needs to be intensified. Physical environment (ambience), employee quality and process orientation are key aspects of successful implementation of a fish restaurant differentiation strategy.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:012444
Study programmeTitle: Tourism; specializations in: Tourism Management, Hotel Management
Course: Tourism Management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-05-07 11:54:45