Determinante konkurentske prednosti u industriji trgovačkih lanaca specijaliziranih za prodaju kozmetičkih i higijenskih proizvoda

master's thesis

• Title (english): Determinants of competitive advantages in the trade chain industry specializing in the sale of cosmetic and hygienic products
• Author: Danijela Trgovec
• Mentor: Domagoj Hruška (mentor); MBZ: 262253
• Committee member: Darko Tipurić (predsjednik povjerenstva)
• Committee member: Mislav Ante Omazić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2019-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Predmet istraživanja ovoga rada odnosi se na analizu determinanti konkurentske prednosti u industriji trgovačkih lanaca specijaliziranih za prodaju kozmetičkih i higijenskih proizvoda. Konkurentska prednost predstavlja posjedovanje određenih elemenata po kojima se organizacije na tržištu razlikuju od konkurenata. Empirijsko istraživanje provedeno je na primjeru poduzeća Dm-drogerie markt d.o.o. Drogerija dm prepoznata je u Hrvatskoj kao organizacija koja ima kvalitetno vodstvo, stručni kadar i bogat asortiman po pristupačnim cijenama, posebno kada je riječ o privatnim markama drogerije. Pored analize poslovanja drogerije tijekom rada analizirana je konkurencija i tržišna pozicija drogerije dm. Cilj rada je istražiti izvore konkurentske prednosti u promatranoj industriji. Drogerija Dm uspoređuje se s drogerijama Muller Hrvatska i Bipa. Istraživanjem dolazi se do zaključka kako drogerija dm ima prednost u odnosu na navedene drogerije. Dm je organizacija koja svoj uspjeh mjeri kvalitetnim međuljudskim odnosima bilo sa zaposlenicima, bilo s kupcima što je vidljivo kroz cjelokupno poslovanje, njihov interes i potrebe ključ su uspješnosti organizacije i ljudske motivacije.

Abstract (english)

The subject of this paper deals with the analysis of the determinants of competitive advantage in the retail chain industry specijalizing in the sale of cosmetic and hygiene products. Competitive advantage is the possesion of certain elements by which market organizations differentiate themselves from competitors. The empirical research was carried out on the example of Dm-drogerie markt d.o.o. Drugstore dm is recognized in Croatia as an organization with quality leadership, professional ataff and wide range of affordable prices, especially when it comes to private drugstore brands. In addition to analyzing the drugstore business, the competition and market position of the dm drugstore were analzed during the work. The aim of this paper is to investigate the sources of competitive advantage in the observed industry. Drugstore dm is compared to drugstores Muller Croatia and Bipa. The study concludes that dm drugstore has an advantage over the listed drugstores. Dm is an organization that measures its sucess with quality interpersonal relationships either with its employes or with its customers, which is evident throughout the business, their interest and needs that are key to the organizations succes and human motivation.

• Keywords: konkurentska prednost; kozmetička industrija; dm-drogerie markt d.o.o.
• Keywords (english): competitive advantage; cosmetic industry; dm-drogerie markt d.o.o.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:615262
• 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: 2019-09-30 15:21:48