Analiza korporativnih komunikacija: studija slučaja kompanije "The Coca-Cola Company"

master's thesis

• Author: Leo Vukić
• Mentor: Vine Mihaljević (mentor)
• Mentor: Goran Radoš (sumentor)
• Committee member: Danijel Labaš (predsjednik povjerenstva)
• Committee member: Petra Begović (član povjerenstva)
• Committee member: Vine Mihaljević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-09-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Tema ovog rada je „Analiza korporativne komunikacije na primjeru studije slučaja The Coca-Cola Company“. Strukturalno rad sadržava šest poglavlja uz uvod, popis literature te popis tablica i slika. U prvom poglavlju rada o analizi korporativne komunikacije The Coca-Cola Company, tematizira se metodologija studije slučaja, njezine karakteristike i razlog njenog izbora za naše istraživanje. U drugome poglavlju definira se pojam komunikacije i korporativne komunikacije koja je neizostavni dio svake kompanije. U trećem poglavlju riječ je o nastajanju i razvitku kompanije The Coca-Cola Company te o brojnim izazovima s kojima se kompanija suočavala kroz svoju dugu prošlost. U tom kontekstu prikazana je i jedna od najznačajnijih i najvećih punioca „Coca-Cola HBC“ koja posluje na području Republike Hrvatske. U sljedećem poglavlju analizira se korporativna komunikacija The Coca-Cola Company, njezine komunikacijske tehnike i metodologija koje omogućuju kompaniji da uspješno posluje na zahtjevnom, konkurentnom i globalnom tržištu. Jedna od sastavnica korporativnih komunikacija je i krizna komunikacija, koju na konkretnom primjeru velika i uspješna kompanija kao The Coca-Cola Company, uspješno rješava, a što je predmet petog poglavlja. U šestom poglavlju rada riječ je o sukobu s PepsiCo Inc, najvećim konkurentom kompaniji The Coca-Cola Company.

Abstract (english)

Topic of this paper is analysis of corporate communications on the example of The Coca-Cola Company. Structurally paper is divided in six chapters with the introduction, literature list and list of used tables and pictures. In the first chapter of this paper about analaysis of corporate communications of The Coca-Cola Company main topic is methodology of the case study, its characteristics and the reason why we chose it for our research. In the second chapter we will define communication and corporate communications which are indispensable partt of every company. In the third chapter we will talk about formation and development of The Coca-Cola Company and many challenges which comapny had to face during its long history. In that contest is shown one of the most important and largest bottling company „Coca-Cola HBC“ which does business in the Republic of Croatia. In the next chapter we will be analaysing corporate communications of The Coca-Cola Company, its communication techniques and methodology which allows company to do successfully do business on the demanding, competitive and global market. One of the component of the corporate communication is crisis communication, which on the concrete example large and successful company such as The Coca-Cola Company successfully handles and that is the topic of our fifth chapter. In the sixth chapter will be word about with PepsiCo Inc,, the biggest rival of The Coca-Cola Company.

• Keywords: korporativna komunikacija; The Coca-Cola Company; studija slučaja; krizna komunikacij
• Keywords (english): corporate communication; The Coca-Cola Company; case study; crisis communication
• Language: english
• URN:NBN: urn:nbn:hr:111:942222
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-27 09:30:22