Strateška analiza HoReCa kanala industrije kave u Republici Hrvatskoj

postgraduate specialist thesis

• Title (english): Strategic analysis of the HoReCa channel of the coffee industry in the Republic of Croatia
• Author: Ivan Škarika
• Mentor: Darko Tipurić (mentor)
• Committee member: Domagoj Hruška (predsjednik povjerenstva)
• Committee member: Darko Tipurić (član povjerenstva)
• Committee member: Ivana Kovač (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2025-03-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Poslovni uspjeh svakog poduzeća koje se natječe u određenoj industriji uglavnom je rezultat poslovne strategije koju poduzeće implementira. Strukturalistički pristup strategiji bavi se proučavanjem industrijske strukture i njezinog utjecaja na performanse poduzeća. Prema Porteru, koji je razvio model 5 konkurentskih sila, strategija je izvor stvaranja i održavanja konkurentske prednosti, a konkurencija u određenoj djelatnosti ovisi o međuodnosu pet glavnih sila: suparništvu među postojećim konkurentima, pregovaračkoj moći dobavljača, pregovaračkoj moći kupaca, prijetnji od potencijalnih konkurenata te prijetnji od zamjenskih proizvoda. Tema ovog sveučilišnog specijalističkog rada je strateška analiza HoReCa kanala industrije kave u Republici Hrvatskoj, a odnosi se na djelovanje poduzeća koja trguju prženom kavom u segmentu hotela, restorana i caffe barova na području Republike Hrvatske. Predmet istraživanja rada stoga je analiza čimbenika koji utječu na konkurentsku sposobnost poduzeća u HoReCa kanalu industrije kave u Hrvatskoj primjenom Porterovog modela 5 konkurentskih sila. Temeljni cilj istraživanja je provođenje strateške analize HoReCa kanala industrije kave u Republici Hrvatskoj, odnosno utvrđivanje profitnog potencijala industrije. Metodologija istraživanja temeljila se na prikupljanju i obradi relevantnih sekundarnih izvora podataka, a provedeno je i empirijsko istraživanje metodom anketnog upitnika radi utvrđivanja jačine konkurentskih sila u HoReCa kanalu industrije kave u Republici Hrvatskoj. Provedenom analizom strukturalnih odrednica primjenom Porterovog modela pet konkuretskih sila, HoReCa kanal industrije kave u Republici Hrvatskoj može se ocijeniti kao srednje atraktivan. Obzirom na trenutno stanje u industriji na lokalnoj i globalnoj razini te makroekonomska kretanja, malo je izgledno da će ulazak novih konkurenata ugroziti tržišne pozicije nekoliko vodećih poduzeća u kratkom ili srednjem roku.

Abstract (english)

The business success of any company competing in a particular industry is largely the result of the business strategy implemented by the company. The structuralist approach to strategy deals with the study of industrial structure and its impact on company performance. According to Porter, who developed the 5 competitive forces model, strategy is the source of creating and maintaining competitive advantage, and competition in a particular industry depends on the interrelationship of five main forces: rivalry among existing competitors, bargaining power of suppliers, bargaining power of buyers, threats from potential competitors and threats from substitute products. The topic of this post-graduate specialist thesis is a strategic analysis of the HoReCa channel of the coffee industry in the Republic of Croatia, and it refers to the activities of companies that trade in roasted coffee in the segment of hotels, restaurants and coffee bars in the Republic of Croatia. The subject of the research paper is therefore the analysis of factors that influence the competitive ability of companies in the HoReCa channel of the coffee industry in Croatia by applying Porter's model of 5 competitive forces. The main goal of the research is to carry out a strategic analysis of the HoReCa channel of the coffee industry in the Republic of Croatia, that is, to determine the profit potential of the industry. The research methodology was based on the collection and processing of relevant secondary sources of data, and empirical research was conducted using the questionnaire method to determine the strength of competitive forces in the HoReCa channel of the coffee industry in the Republic of Croatia. Based on the analysis of structural determinants using Porter's model of five competitive forces, the HoReCa channel of the coffee industry in the Republic of Croatia can be rated as medium attractive. Considering the current state of the industry at the local and global level and macroeconomic trends, it is unlikely that the entry of new competitors will threaten the market positions of several leading companies in the short or medium term.

• Keywords: strateška analiza industrije; HoReCa; industrija kave; Hrvatska
• Keywords (english): strategic analysis; HoReCa; coffee industry; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:947115
• Study programme: Title: /; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: specijalist/specijalistica poslovnog upravljanja-MBA (specijalist/specijalistica poslovnog upravljanja-MBA)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2025-03-20 11:17:55