Upravljanje kategorijom proizvoda žestokih alkoholnih pića na tržištu Republike Hrvatske

graduate thesis

• Title (english): Category management of strong alcoholic beverages on the market of the Republic of Croatia
• Author: Luka Golik
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Predmet ovog diplomskog rada je analiza upravljanja kategorijom žestokih alkoholnih pića na tržištu Republike Hrvatske. Upravljanje kategorijom proizvoda je skup poslovnih metoda osmišljenih za upravljanje cijelom kategorijom proizvoda. Koncept je nastao iz suradnje maloprodajnih trgovačkih lanaca i proizvođača u cilju poboljšanja pozicije proizvoda na tržištu, stvaranja veće vrijednosti za kupce i poboljšavanja vlastitog poslovanja. Svrha upravljanja kategorijama proizvoda je ponajprije poboljšavanje poslovnih rezultata, povećanje prodaje proizvoda i unaprjeđenje suradnje s dobavljačima i krajnjim kupcima. Pomoću CM ( Category Management) poduzeće postiže veću produktivnost maloprodajnog poslovanja, uz ostale bitne faktore u maloprodaji kao što su lokacija, cijena, promocija i upravljanje zalihama. Cilj diplomskog rada je analizirati tržište žestokih alkoholnih pića u Republici Hrvatskoj i strukturu upravljanja tom kategorijom proizvoda na odabranim poslovnim slučajevima.

Abstract (english)

The subject of this thesis is the analysis of the management of the category of strong alcoholic beverages on the market of the Republic of Croatia. Product category management is a set of business methods designed to manage an entire product category. The concept is from the cooperation of retail chains and manufacturers with the aim of improving the product's position on the market, creating greater value for customers and improving one's own business. The purpose of product category management is primarily to improve business results, increase product sales and improve cooperation with suppliers and end customers. With the help of CM (Category Management), the company achieves higher productivity of retail business, along with other important factors in retail such as location, price, promotion and inventory management. The aim of the thesis is to analyze the market of strong alcoholic beverages in the Republic of Croatia and the management structure of that category of products on selected business cases.

• Keywords: Ključne riječi: kategorije proizvoda; žestoka alkoholna pića; poslovni slučajevi; metoda analize
• Keywords (english): Keywords: product categories; strong alcoholic beverages; business cases; analysis method
• Language: croatian
• URN:NBN: urn:nbn:hr:148:587785
• Study programme: Title: Management and retail marketing; 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: Embargoed access; Embargo expiration date: 2026-09-24
• Created on: 2024-09-24 12:02:46