STRATEGIJA UPRAVLJANJA MARKOM U SVRHU JAČANJA IMIDŽA SPORTSKOG SUBJEKTA Šarotić, Goran Master's thesis / Diplomski rad 2016 Degree Grantor / Ustanova koja je dodijelila akademski / stručni stupanj: University of Split, Faculty of economics Split / Sveučilište u Splitu, Ekonomski fakultet Permanent link / Trajna poveznica: https://urn.nsk.hr/urn:nbn:hr:124:073717 Rights / Prava: In copyright Download date / Datum preuzimanja: 2021-09-29 Repository / Repozitorij: REFST - Repository of Economics faculty in Split SVEUČILIŠTE U SPLITU EKONOMSKI FAKULTET DIPLOMSKI RAD STRATEGIJA UPRAVLJANJA MARKOM U SVRHU JAČANJA IMIDŽA SPORTSKOG SUBJEKTA Mentor: Student: izv. prof. dr. sc. Neven Šerić Goran Šarotić Split, srpanj 2016. SADRŽAJ 1.UVODNE NAZNAKE .................................................................................................................................. 1 1.1. PROBLEM ISTRAŽIVANJA .............................................................................................................................. 1 1.2. PREDMET ISTRAŽIVANJA ............................................................................................................................... 7 1.3. ISTRAŽIVAČKE HIPOTEZE .............................................................................................................................. 8 1.4. CILJEVI ISTRAŽIVANJA .................................................................................................................................. 9 1.5. METODE ISTRAŽIVANJA .............................................................................................................................. 10 1.6. DOPRINOS ISTRAŽIVANJA ........................................................................................................................... 12 2. MARKA I UPRAVLJANJE MARKOM U SPORTU .............................................................................. 13 2.1. MARKA PROIZVODA .................................................................................................................................... 13 2.1.1. Značaj marke ...................................................................................................................................... 13 2.1.2. Stvaranje marke .................................................................................................................................. 14 2.1.3. Upravljanje markom ........................................................................................................................... 16 2.1.3.1. Izgradnja tržišne vrijednosti marke ............................................................................................................... 16 2.1.3.2. Osnaživanje marke ........................................................................................................................................ 18 2.1.3.3. Oživljavanje marke ....................................................................................................................................... 19 2.1.3.4. Proširenje marke ........................................................................................................................................... 20 2.2. UPRAVLJANJE MARKOM U SPORTU.............................................................................................................. 22 2.2.1. Važnost marke u sportu ...................................................................................................................... 22 2.2.2. Razvoj marke u sportu ........................................................................................................................ 24 2.2.2.1. Segmentacija ................................................................................................................................................. 24 2.2.2.2. Uključenost ................................................................................................................................................... 26 2.2.2.3. Etos ............................................................................................................................................................... 27 2.2.2.4. Transformacija .............................................................................................................................................. 29 2.2.3. Stvaranje lojalnosti marci u sportu .................................................................................................... 30 3. IMIDŽ SPORTA I IMIDŽ SPORTSKOG KLUBA ................................................................................. 32 3.1. GLOBALNI IMIDŽ SPORTA ............................................................................................................................ 32 3.2. ODREDNICE IMIDŽA SPORTSKOG KLUBA ..................................................................................................... 33 3.2.1. Tradicija ............................................................................................................................................. 33 3.2.2. Rezultati i trofeji ................................................................................................................................. 33 3.2.3. Grb, logo, simboli i slogani ................................................................................................................ 34 3.2.4. Dres i klupske boje ............................................................................................................................. 35 3.2.5. Stadion i navijačke pjesme ................................................................................................................. 36 4. UČESTALI PRISTUPI UPRAVLJANJU MARKOM U SPORTU ........................................................ 38 4.1. UPRAVLJANJE MARKOM NA PRIMJERU "FC BARCELONA" ............................................................................ 38 4.2. UPRAVLJANJE MARKOM NA PRIMJERU "NEW YORK YANKEES" ..................................................................... 43 5. ISTRAŽIVANJE NA POSLOVNOM SLUČAJU "HNK HAJDUK SPLIT" ......................................... 48 5.1. POVIJEST KLUBA I DRUŠTVENI KONTEKST ................................................................................................... 48 5.2. ANALIZA EKSTERNIH ČIMBENIKA ............................................................................................................... 59 5.2.1. Tržište ................................................................................................................................................. 59 5.2.2. Društveni čimbenici ............................................................................................................................ 60 5.2.3. Konkurencija ...................................................................................................................................... 63 5.2.4. Potrošači/navijači .............................................................................................................................. 64 5.3. ANALIZA INTERNIH ČIMBENIKA .................................................................................................................. 66 5.3.1. Management i vlasnička struktura ..................................................................................................... 66 5.3.2. Financije ............................................................................................................................................. 69 5.3.3. Marketing ........................................................................................................................................... 72 5.4. SWOT ANALIZA ......................................................................................................................................... 76 5.5. MARKETINŠKI SPLET ................................................................................................................................... 78 5.5.1. Proizvod ............................................................................................................................................. 78 5.5.2. Cijena ................................................................................................................................................. 81 5.5.3. Distribucija ......................................................................................................................................... 82 5.5.4. Promocija ........................................................................................................................................... 82 5.6. UPRAVLJANJE MARKOM .............................................................................................................................. 86 5.6.1. Kombinirane marke ............................................................................................................................ 86 5.6.2. Upravljanje markom u ovisnosti o sportskim rezultatima .................................................................. 86 5.6.3. Klupsko članstvo - "Naš Hajduk" ....................................................................................................... 87 5.6.4. Klub navijača Hajduka - "Torcida".................................................................................................... 89 5.6.5. Humanitarno i društveno odgovorno djelovanje ................................................................................ 90 5.6.7. Globalna strategija upravljanja markom