Strateška analiza industrije proizvodnje povrća u zaštićenim prostorima u Republici Hrvatskoj

professional thesis

• Title (english): Strategic analysis of the vegetable production industry in greenhouses in the Republic of Croatia
• Author: Marko Jozić
• Mentor: Domagoj Hruška (mentor)
• Committee member: Darko Tipurić (predsjednik povjerenstva)
• Committee member: Ramona Franić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2024-12-11, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Ovaj sveučilišni specijalistički rad bavi se strateškom analizom industrije proizvodnje povrća u zaštićenim područjima u Republici Hrvatskoj, s posebnim naglaskom na identificiranje ključnih čimbenika koji utječu na konkurentnost i održivost ove industrije. Cilj istraživanja bio je utvrditi ključne faktore koji oblikuju konkurentsko okruženje i utječu na strateške odluke unutar industrije. Istraživanje se temeljilo na kvantitativnoj analizi prikupljenih podataka kroz anketu provedenu među predstavnicima industrije. Ključni izazovi uključuju veliku pregovaračku moć kupaca i umjereno industrijsko suparništvo, dok su prijetnje od pridošlica i zamjenskih proizvoda relativno niske. Kako bi osigurali dugoročni uspjeh, proizvođači bi trebali usmjeriti svoje strateške napore prema diferencijaciji proizvoda, jačanju odnosa s dobavljačima i kupcima te kontinuiranim ulaganjima u inovacije i tehnologiju. Samo kroz pažljivo upravljanje ovim čimbenicima, industrija može iskoristiti svoj puni potencijal i osigurati održivi rast na domaćem i međunarodnom tržištu.

Abstract (english)

This university specialist paper deals with the strategic analysis of the vegetable production industry in protected areas in the Republic of Croatia, with special emphasis on identifying the key factors that affect the competitiveness and sustainability of this industry. The aim of the research was to identify the key factors that shape the competitive environment and influence strategic decisions within the industry. The research was based on a quantitative analysis of the collected data through a survey conducted among industry representatives. Key challenges include high customer bargaining power and moderate industrial rivalry, while threats from newcomers and substitute products are relatively low. To ensure long-term success, manufacturers should focus their strategic efforts on product differentiation, strengthening relationships with suppliers and customers, and continuous investment in innovation and technology. Only through careful management of these factors can the industry realize its full potential and ensure sustainable growth in the domestic and international markets.

• Keywords: strateška analiza; model pet konkurentskih sila; zaštićeni prostori; održivost; profitabilnost
• Keywords (english): strategic analysis; model of five competitive forces; protected spaces; sustainability; profitability
• Language: croatian
• URN:NBN: urn:nbn:hr:148:440826
• Study programme: Title: Business Administration- MBA; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA (sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2025-01-03 13:38:42