Stručni rad
Possibilities for corporate social entrepreneurship at Croatian natural and organic cosmetics market
Petra Leonora Cvitanović
orcid.org/0000-0003-2579-2940
; Microsoft Hrvatska d.o.o., Zagreb, Hrvatska
Sažetak
The research focuses on an underused „window of opportunity“ and still undetected business possibilities at Croatian natural and organic cosmetics market. At this moment there is a unique opportunity for starting a company in Croatia which will produce and sell cosmetic products of natural and organic origin. The aim of this research is to analyze the existing market situation and the entrepreneurial climate for starting of such business, and to define business goals and correct positioning of the new brand in the minds of the consumers. By choosing optimal sales and communication channels, the company will be able to reach more consumers, gain greater brand awareness and larger market share. In order to reach desired market share, sales volume, sales revenue, and other goals, the company should create primary demand, affect consumers' attitudes and purchase intention by highlighting specific image of the company. Marketing and financial goals should be connected to social goals and the company should contribute to the local community through corporate social responsibility. Social goals should include the opening of job vacancies, raising of awareness with Croatian society on the importance of conscientious treatment of nature, reducing pollution, and educating Croatian citizens about toxic substances in standard cosmetic products. Main risks which the entrepreneur can expect is unreadiness of consumers in Croatia to purchase the new brand and low comprehension of ecological business focus. If the company implements new technologies, integrates environmentally friendly actions in its business and ethical code in its decisions on marketing activities, it will be able to develop a competitive advantage with its recognizable image and business conduct. In this secondary research, online sources discussing natural and organic cosmetics were used, as well as books, scientific papers and online articles on corporate social responsibility, marketing ethics, and entrepreneurship.
Ključne riječi
corporate social entrepreneurship; marketing ethics; natural and organic cosmetics; brand awareness; environmentally friendly business
Hrčak ID:
213879
URI
Datum izdavanja:
21.12.2018.
Posjeta: 3.107 *