Strategijska analiza poslovanja poduzeća Lidl Hrvatska

master's thesis

• Title (english): Strategic business analysis of Lidl Hrvatska
• Author: Roko Car
• Mentor: Andrija Sabol (mentor)
• Committee member: Andrija Sabol (predsjednik povjerenstva)
• Committee member: Denis Dolinar (član povjerenstva)
• Committee member: Ena Pecina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2024-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Lidl Hrvatska d.o.o. posluje u izrazito konkurentskoj industriji maloprodaje primjenjujući strategiju troškovnog vodstva pomoću koje se uspio pozicionirati kao jedan od vodećih diskontnih lanaca u zemlji. Nudeći svojim kupcima široki asortiman prehrambenih i neprehrambenih proizvoda, efikasnim lancem vrijednosti te širokom mrežom strateški raspoređenih logističko – distributivnih centara i poslovnica, Lidl Hrvatska d.o.o. uspijeva održati konkurentne cijene proizvoda čime privlači mnogobrojne kupce, a pogotovo one osjetljive na cijene. U prvom dijelu ovog rada, prije detaljne razrade financijske i strateške analize, objašnjeni su pojmovi potrebni za razumijevanje metoda i pristupa korištenih u radu. Strategijskom i financijskom analizom dobiven je dubinski uvid u stanje poduzeća, identificirajući temeljne čimbenike trenutnih i budućih konkurentskih prednosti te održivog poslovanja. Nadalje, analizom su otkrivene prednosti i prilike koje poduzeće može iskoristiti te slabosti i prijetnje na koje treba obratiti pozornost. Na temelju zaključaka dobivenih iz analiza i trenutnih trendova u maloprodajnoj industriji, identificirani su budući potencijalni smjerovi strateškog razvoja navedenog poduzeća.

Abstract (english)

Lidl Hrvatska d.o.o. operates in a highly competitive retail industry by applying a cost leadership strategy, which has enabled it to position itself as one of the leading discount chains in the country. By offering customers a wide range of products (both food and nonfood items), an efficient value chain, and a broad network of strategically located logistics and distribution centers and stores, Lidl Hrvatska d.o.o. manages to maintain competitive product prices, thereby attracting numerous customers, especially those sensitive to prices. In the first part of the paper, before a detailed elaboration of the financial and strategic analysis, the concepts necessary for understanding the methods and approaches used are explained. The strategic and financial analysis provided an in-depth insight into the state of the company, identifying the fundamental factors of current and future competitive advantages and sustainable operations. Furthermore, the analysis revealed the strengths and opportunities that the company can capitalize on, as well as the weaknesses and threats it needs to be wary of. Based on the conclusions drawn from the analyses and current trends in the retail industry, future potential directions for the company's strategic development were identified.

• Keywords: maloprodaja; strategija; financije; analiza; poslovno upravljanje; konkurentske prednosti; konkurencija; neizvjesnost
• Keywords (english): retail; strategy; finance; analysis; business management; competitive advantages; competition; uncertainty
• Language: croatian
• URN:NBN: urn:nbn:hr:148:820048
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-20 15:17:57