Analiza poslovne uspješnosti međunarodnih i domaćih poduzeća na tržištu deterdženata u Republici Hrvatskoj

master's thesis

• Title (english): Business performance analysis of international and domecile businesses in detergent market in the Republic of Croatia
• Author: Hrvoje Šifkorn
• Mentor: Tonći Lazibat (mentor); MBZ: 234555
• Committee member: Mate Damić (predsjednik povjerenstva)
• Committee member: Tomislav Baković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U ovom diplomskom radu analizira se trenutno stanje i poslovna uspješnost međunarodnih i domaćih poduzeća na tržištu deterdženata u Republici Hrvatskoj. Tržište deterdženata u Republici Hrvatskoj vrlo je promjenjivo te je dobar primjer tržišnog natjecanja najvećih svjetskih proizvođača deterdženata te domaćih poduzeća koja im na tom tržištu konkuriraju. U prvom dijelu rada teorijski će se obraditi internacionalizacija poslovanja poduzeća te sve veća prisutnost međunarodnih poduzeća na hrvatskom tržištu, te će se u okvir međunarodnog poslovanja staviti strategije internacionalizacije te alata za mjerenje poslovne uspješnosti poslovanja. U nastavku provest će se istraživanje tržišta te opisati trenutno stanje na tržištu deterdženata u Republici Hrvatskoj, te se pobliže analiziraju poduzeća Henkel, Procter & Gamble, Violeta i Saponia. U posljednjem dijelu rada daje se usporedba uspješnosti poslovanja međunarodnih i domaćih poduzeća na tržištu deterdženata u Republici Hrvatskoj.

Abstract (english)

This diploma paper analyzes the current state and business performance of international and domestic companies in the detergent market in the Republic of Croatia. The market for detergents in the Republic of Croatia is very volatile and is a good example of competition from the world's largest detergent manufacturers and domestic companies that compete in that market. The first part of the paper will theoretically address the internationalization of business operations and the increasing presence of international companies in the Croatian market, and will put into the framework of international business strategies of internationalization and tools for measuring business performance. Below, market research will be conducted to describe the current state of the detergent market in the Republic of Croatia, and to analyze Henkel, Procter & Gamble, Violeta and Saponia in more detail. The last part of the paper compares the performance of international and domestic companies in the detergent market in the Republic of Croatia.

• Keywords: internacionalizacija; međunarodno poslovanje; analiza poslovne uspješnosti; tržište deterdženata; Hrvatska
• Keywords (english): internationalization; international business; business performance analysis; detergent market; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:280604
• 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: 2019-09-17 17:34:11