Tema ovog završnog rada je izrada marketinškog plana obiteljskog hotela Garden Hill u Velikoj Gorici. Motivaciju za odabir ove teme autor je dobio kroz dugogodišnje praćenje poduzeća CRV d. o. o. te odrađivanje prakse tijekom izgradnje greenfield projekta hotela Garden Hill. Marketing je u današnjem poslovanju jedna od važnijih sastavnica svakog poduzeća, od lokalnih sve do multinacionalnih kompanija. Upravo je to razlog za odabir izrade marketinškog plana, koji je usredotočen na potrošače i zadovoljenje njihovih želja i potreba. Kroz ovaj završni rad predstavljene su marketinške aktivnosti u procesu stvaranja i isporuke traženih usluga potrošačima odnosno gostima hotela. Kako bi ulaganje u marketing bilo isplativo te imalo povrat investicije kroz prodaju, potrebno je dobrim marketinškim planom locirati i odrediti snage, slabosti, prilike, prijetnje te pomoću njih i uz analizu konkurencije, doći do uspješne marketinške strategije. Pažnju je svakako potrebno posvetiti segmentaciji tržišta i odrediti vlastitu ciljnu skupinu prema kojoj je potrebno razvijati daljnje proizvode i usluge. Izvori informacija za ovaj rad u najvećoj su mjeri uzeti iz autorove prakse uz pomoć stručne literature te istraživanja na različitim internetskim izvorima.

The topic of this final thesis is The Preparation of The Marketing Plan for Garden Hill Family Hotel in Velika Gorica. The motivation for selecting this topic resulted from long-term monitoring of CRV d.o.o. as well as participation through student internship during the greenfield construction project of Garden Hill Hotel. Marketing is currently one of the most important components of business, both for local and multinational companies. This is the principal reason for choosing a marketing plan that focuses on customers and satisfying their wishes and needs. This final thesis presents marketing activities during the process of development and provision of the requested services to customers or hotel visitors. In order to make marketing investments profitable and see a return on sales investment, a good marketing plan needs to identify and determine strengths, weaknesses, opportunities and threats. Subsequently, using this information and through competitor analysis, one needs to develop a successful marketing strategy. Attention must certainly be paid to market segmentation and to defining one’s own target group according to which further products and services need to be developed. The information for this thesis has largely been collected through the author's practical work, as well as through the use of professional literature and research conducted throughout different Internet sources.