Strategijska analiza poduzeća Kraš d.d.

master's thesis

• Title (english): Strategic analysis of Kraš d.d. company
• Author: Patricia Peternel
• Mentor: Andrija Sabol (mentor); MBZ: 332914
• Committee member: Davor Zoričić (predsjednik povjerenstva)
• Committee member: Denis Dolinar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2021-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

S počecima još u 1911. godini, Kraš zasigurno slovi kao jedna od najstarijih kompanija koju obilježavaju kvaliteta i tradicija te stoga ne čudi činjenica da je vodeći konditorski proizvođač u jugoistočnoj Europi. S ciljem očuvanja pozicije „tržišnog lidera“, Društvo kontinuirano ulaže u istraživanje i razvoj kako bi zadržalo konkurentsku prednost u regiji, ali i osvojilo nova tržišta. Predmet ovog diplomskog rada strategijska je analiza poduzeća Kraš d.d. koja podrazumijeva analizu vanjske i unutarnje okoline poduzeća. Dubljem razumijevanju poslovanja poduzeća te identifikaciji mogućih scenarija razvoja pridonijet će i financijska analiza iz koje će se donijeti zaključak o uspješnosti poslovanja poduzeća. Za izradu rada koristit će se podaci iz sekundarnih izvora, knjiga, znanstvenih članaka, publikacija te internetskih stranica. Bit će korištene metoda deskripcije, metoda analize i sinteze, metoda kompilacije, metoda komparacije.

Abstract (english)

Since its beginnings in 1911, Kraš is certainly known as one of the oldest companies marked by quality and tradition, and therefore it is not surprising that it is the leading confectionery manufacturer in Southeast Europe. In order to maintain its position as a "market leader", Kraš continuously invests in research and development in order to maintain a competitive advantage in the region, but also to conquer new markets. The subject of this thesis is the strategic analysis of the company Kraš d.d. which implies an analysis of the external and internal environment of the enterprise. A deeper understanding of the company's operations and the identification of possible development scenarios will be contributed by the financial analysis which will be a base for a conclusion about the success of the company's operations. For production of this paper will be used data from secondary sources, books, scientific articles, projections, publications and websites. Methods that will be used are descriptive statistics methods, analysis and synthesis methods, compilation methods, comparison methods.

• Keywords: strategija; analiza; poduzeće; financijska analiza; okolina
• Keywords (english): strategy; analysis; company; financial analysis; environment
• Language: croatian
• URN:NBN: urn:nbn:hr:148:525153
• Study programme: Title: Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-24 10:14:41