Strategija osvajanja novih tržišta za vlastite proizvode

master's thesis

• Title (english): New market entry strategy for own produts
• Author: Andrea Jelača
• Mentor: Vinko Belak (mentor)
• Committee member: Darko Tipurić (predsjednik povjerenstva)
• Committee member: Ana Aleksić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Ulazak na nova tržišta to jest internacionalizacija poslovanja postaje sve značajniji faktor za rast poduzeća te njegovu uspješniju obranu od konkurenata. Sve veći broj poduzeća domaćih i stranih, odlučuje se za strategiju ulaska na nova tržišta te stoga je ova tema posebno zanimljiva za analizu. Postoje različiti načini ulaska na nova tržišta te svaki od njih ima određene prednosti i nedostatke, a na poduzeću je da uoči adekvatan način za nastup na novom tržištu. DonatMg je proizvod koji je prisutan na tržištu dugi niz godina ali doživljava svoj uzlet zaokretom u strategiji svojeg poslovanja u kojoj se diferencira od ostalih proizvoda u industriji zbog svojih medicinskih svojstava. Cilj je ovog rada, da se kroz studiju slučaja DonataMg analiziraju prilike i prijetnje s kojima se poduzeće susreće prilikom ulaska na novo tržište te analiza načina ulaska na nova tržišta od najjednostavnijih do složenijih oblika.

Abstract (english)

The new market entry or in other words the internationalization of business is becoming a major aspect of company growth and also a better safeguard from rivals. An increasing number of domestic and foreign companies decide on a new market entry strategy, and therefore this topic is particularly interesting for analysis. There are different ways of entering new markets. Each of them has certain advantages and disadvantages, and it is up to the company to choose a suitable form of new market entry. DonatMg is a product that is present on the market for many years but is experiencing its surge with its turnaround business strategy with which it differentiates from other products in the industry because of its medicinal attributes. The purpose of this paper is to analyze the opportunities and threats which the company faces while entering a new market and to analyze the modes of new market entry from the simplest to the more complex ones.

• Keywords: ulazak na nova tržišta; internacionalizacija; strateški menadžment; međunarodni menadžment
• Keywords (english): new market entry; internationalization; strategic management; international management
• Language: croatian
• URN:NBN: urn:nbn:hr:148:460266
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-11-10 14:42:04