Postizanje konkurentske prednosti korištenjem strategije diferencijacije u fokusu na primjeru poduzeća Rimac Automobili

master's thesis

• Title (english): Achieving a competitive advantage through differentiation focus strategy on the example of Rimac Automobili
• Author: Irena Drobec
• Mentor: Andrija Sabol (mentor)
• Committee member: Ena Pecina (član povjerenstva)
• Committee member: Tin Horvatinović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

U ovome radu nastoji se definirati konkurentska prednost i principi postizanja konkurentske prednosti te generičke poslovne strategije s naglaskom na strategiju diferencijacije u fokusu. Cilj i svrha diplomskog rada je analizirati i prikazati na koji način poduzeće Rimac Automobili d.o.o.; u nastavku rada Rimac Automobili, pomoću strategije diferencijacije u fokusu postiže održivu konkurentsku prednost. Temeljem sekundarno prikupljenih podataka, ponajviše javno dostupnih godišnjih financijskih izvještaja i službene internetske stranice Rimac Automobila, može se reći da je preduvjet održive konkurentske prednosti navedenog poduzeća inovativnost, odnosno kontinuirano ulaganje i razvoj tehnologije i tehničkih rješenja shodno dugoročnom cilju poduzeća koje osim vodstva u segmentu električnih automobila visokih performansi, teži tržišnoj poziciji međunarodnog lidera i u industriji tehnologije pogonskih i baterijskih sustava. Kao ključni elementi izgradnje konkurentske prednosti analiziranog poduzeća, osim prethodno spomenute tehnologije i njene implementacije u poslovne procese, mogu se izdvojiti i kompetentni zaposlenici, suradnja sa strateškim partnerima, ulaganja u razvoj i proizvodnju komponenti električnih i hibridnih automobila te distribucijski i marketinški kanali. Analizom poduzeća može se zaključiti da Rimac Automobili uspješno provodi strategiju diferencijacije u fokusu uz istovremeno kontinuirano razvijanje i ulaganje u vlastite sposobnosti i kompetencije te ciljanim potrošačkim skupinama nudi jedinstvene proizvode visoke kvalitete koji zadovoljavaju specifičnosti potreba i preferencija ciljanih segmenata čime postiže održivu konkurentsku prednost.

Abstract (english)

This thesis attempts to define competitive advantage, the principles of achieving competitive advantage, and generic business strategies, emphasizing the differentiation focus strategy. The aim and purpose of the thesis is to analyze and demonstrate how the company Rimac Automobili d.o.o., in the continuation Rimac Automobili, achieves a sustainable competitive advantage through differentiation focus strategy. Through the analysis of secondary data, mainly publicly available annual financial statements and the official website of Rimac Automobili, it can be concluded that the basis for the sustainable competitive advantage of the mentioned company is innovation, i.e. continuous investment and development of technology and technical solutions in accordance with the long-term goal of the company, which includes the aspiration towards domination in the segment of high-performance electric cars as well as towards the market position of an international leader in drive system technology industry. Along with the previously mentioned technology and its implementation in the business processes, what can also be highlighted in terms of key elements for building the company's competitive advantage are competent employees, cooperation with strategic partners, investments in the development and production of electric and hybrid car components and distribution and marketing channels. By analyzing the company, it can be concluded that Rimac Automobili successfully implements differentiation focus strategy while simultaneously developing and investing in its own abilities and comeptencies, and offers targeted consumer groups unique, high-quality products that meet the specific needs and preferences of the target segments.

• Keywords: konkurentska prednost; generičke strategije; diferencijacija u fokusu; industrija električnih automobila; Rimac Automobili d.o.o.
• Keywords (english): competitive advantage; generic strategies; differentiation focus strategy; electric car industry; Rimac Automobili d.o.o.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:665853
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-09-16 12:08:03