Cjenovne strategije maloprodavača na poslovnom primjeru

master's thesis

• Title (english): Retailer pricing strategies on the business example
• Author: Nika Crljen
• Mentor: Dario Dunković (mentor); MBZ: 251001
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Committee member: Mate Damić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2019-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U diplomskom radu obrađene su cjenovne strategije kojima se maloprodavači koriste prilikom određivanja cijena maloprodajne robe. Kroz temeljne odrednice maloprodajnih cijena definiraju se koncepti i metode formiranja cijena te kakve su razine maloprodajnih cijena u Hrvatskoj. Metode određivanja cijena i cjenovnih strategija predstavljaju ključan zadatak za efikasno poslovanje prodavaonice, no prilikom njihovog određivanja menadžment mora odabrati odgovarajuću strategiju koja će privući kupce i ostvariti pozitivan poslovni rezultat. Prikupljeni rezultati analize poslovanja na poslovnom primjeru daju odgovore koji svjedoče činjenici da su cijene predmet konkurentske prednosti u rastućoj tržišoj konkurenciji. Ipak, kroz poslovan primjer evidentno je kako prodavaonice s pogrešnom tržišnom nišom, niskom razinom opremljenosti te nedovoljnim ulaganjem u marketinške promocije ne mogu konkurirati na tržištu.

Abstract (english)

This thesis defines pricing strategies that retailers use while setting prices of the retail goods. The basic determinants of the retail prices define main pricing concepts and methods but also price level in the Republic of Croatia. Pricing methods and pricing strategies are the key for the efficient store dealings so management need to choose the right strategy that will attract customers and make positive business results. Case study results testify the fact that prices are competitive strenght in the increasing market competition. However, case sudy shows that the reatil stores with the wrong market niche, low equipment level and insufficient marketing investment cannot compete in the market.

• Keywords: Maloprodavač; prodavaonica; kupac; cijene; tržište
• Keywords (english): Retailer; store; customer; prices; market
• Language: croatian
• URN:NBN: urn:nbn:hr:148:875736
• 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: Open access
• Created on: 2019-09-27 08:00:09