Analiza strategije tržišnog ulaska inozemnog trgovca na hrvatsko tržište

graduate thesis

• Title (english): Analysis of the market entry strategy of a foreign trader on the Croatian market
• Author: Ivan Ivanković
• Mentor: Kristina Petljak (mentor)
• Committee member: Dora Naletina (član povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2023-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Poduzeća se koriste mnogim strategijama koje pridonose boljoj pripremi za ulazak na strano tržište, odnosno za internacionalizaciju poslovanja. Rad analizira industriju maloprodaje i njezin razvoj, strategije tržišnog ulaska i internacionalizaciju poslovanja. Rad prikazuje analizu strategijskog ulaska inozemnog trgovca Kaufland na tržište Republike Hrvatske. Iako najjača maloprodaja u svijetu se nalazi u Americi, Njemačka je odlučila preuzeti vodeću poziciju u maloprodaji u Europi i tako se natjecati uz bok s Amerikom, odnosno Walmartom. Njemački Kaufland i Lidl, ali i Aldi svoja poslovanje su proširili duž cijele Europe i tako zauzeli uvjerljivo prvo mjesto zemlje s najjačim izvozom maloprodajnih rješenja.

Abstract (english)

Companies use many strategies that contribute to better preparation for entering a foreign market, for the internationalization of business. This work analyzes the retail industry and its development, market entry strategies and the internationalization of business. The work presents an analysis of the strategic entry of a foreign trader Kaufland into the Croatian market. Although the strongest retail in the world is located in America, Germany has decided to take the lead in retail in Europe and this compete alongside America and Walmart. Germany's Kaufland and Lidl, as well Aldi, have expanded their business across Europe and this occupied a convincing first place in the country with the strongest export of retail solutions.

• Keywords: internacionalizacija; maloprodaja; strategija; strategijsko upravljanje
• Keywords (english): internationalization; retail; strategy; strategic management
• Language: croatian
• URN:NBN: urn:nbn:hr:148:313783
• Study programme: Title: /; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-10-09 17:07:07