Konkurentnost i integracija u globalnom lancu vrijednosti na primjeru poduzeća Starbucks

undergraduate thesis

• Title (english): Competitiveness and integration in the global value chain on the example of Starbucks
• Author: Mara Picukarić
• Mentor: Ines Dužević (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

S obzirom na globalizaciju proizvodnje, u suvremenoj vanjskotrgovinskoj politici nastaju proizvodi koji su rezultat kombiniranih okolnosti među mnogim zemljama te obilaze mnoge dok ne dođu do krajnjeg kupca. U ovu grupu proizvoda spada naročito elektronika koja je uključena u proizvodnju, distribuciju i prodaju kroz nekoliko zemalja na putu do konačnog kupca. Putovanje proizvoda mnogim zemljama na putu do konačnog kupca dio je globalnih lanaca vrijednosti koji predstavljaju različite stadije proizvodnje smještene u različite dijelove svijeta, pri čemu svaki proizvodni proces dodaje vrijednost finalnom proizvodu ili usluzi. GLV se može proučavati na makrorazini i mikrorazini te na razini samog proizvoda. GLV stoga danas imaju velik utjecaj na globalnu trgovinu i ekonomiju i bitno je da svaki segment GLV – a funkcionira učinkovito, da ne bi došlo do destabilizacije cijelog lančanog procesa. Lanac vrijednosti pomaže poduzeću Starbucks uspostaviti konkurentsku prednost osiguravajući da svaka aktivnost daje veću vrijednost proizvodima s obzirom na njihove relativne troškove. Starbucks se snažno usredotočuje na povećanje digitalnog usvajanja kako bi pružio praktičnost i poboljšao korisničko iskustvo. Ove su strategije usko usklađene s brzo razvijajućim preferencijama kupaca, uključujući više razine mobilnog naručivanja, više iskustava preuzimanja bez kontakta i smanjenu gužvu u trgovini, što sve prirodno omogućuje veću fizičku distancu. Shvaćajući svoj značaj, poduzeće Starbucks koristi robusne sustave koji pomažu u isporuci proizvoda vrhunske kvalitete svojim kupcima diljem svijeta. Pravilna sinkronizacija svih aktivnosti u Starbucks Coffee Company značajno je pridonijela postizanju najbolje moguće vrijednosti svojih proizvoda koji su svjetski poznati.

Abstract (english)

With regard to the globalization of production, in modern foreign trade policy, products are created that are the result of combined circumstances among many countries and travel around many until they reach the final customer. This group of products includes especially electronics that are involved in production, distribution and sale through several countries on the way to the final customer. The journey of a product in many countries on its way to the final customer is part of global value chains that represent different stages of production located in different parts of the world, with each production process adding value to the final product or service. GLV can be studied at the macro level, micro level, and at the level of the product itself. Today, GLV therefore has a great influence on global trade and economy, and it is essential that each segment of GLV - a functions efficiently, so that the entire chain process does not become destabilized. The value chain helps Starbucks establish a competitive advantage by ensuring that each activity adds more product value to their relative costs. Starbucks is strongly focused on increasing digital adoption to provide convenience and improve the customer experience. These strategies are closely aligned with rapidly evolving customer preferences, including higher levels of mobile ordering, more contactless pickup experiences, and reduced in-store crowds, all of which naturally allow for greater physical distance. Realizing its importance, Starbucks uses robust systems to help deliver superior quality products to its customers around the world. The proper synchronization of all activities at Starbucks Coffee Company has significantly contributed to achieving the best possible value for its world-renowned products.

• Keywords: globalni lanci vrijednosti; međunarodna trgovina; logistika; Starbucks Company
• Keywords (english): global value chains; international trade; logistics; Starbucks Company
• Language: croatian
• URN:NBN: urn:nbn:hr:148:586824
• Study programme: Title: Business Economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a prvostupnik/ prvostupnica ekonomije (stručni/a prvostupnik/ prvostupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-26 13:08:01