ORGANIZACIJSKE PRETPOSTAVKE ULASKA STARBUCKSA NA HRVATSKO TRŽIŠTE

master's thesis

• Title (english): ORGANIZATIONAL ASSUMPTIONS OF STARBUCKS ENTRY INTO THE CROATIAN MARKET
• Author: Ema Gorup
• Mentor: Tomislav Hernaus (mentor)
• Committee member: Tomislav Hernaus (predsjednik povjerenstva)
• Committee member: Maja Klindžić (član povjerenstva)
• Committee member: Ana Aleksić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Unazad nekoliko godina veliki trgovački centri u Republici Hrvatskoj najavljuju dolazak Starbucks-a u njihove poslovne prostore. Nakon nekog vremena takva vijest se uvijek demantira. Razlog tome navodi se različite preferencije i navike potrošača kave na hrvatskom tržištu.
Ovaj rad će se baviti proučavanjem mogućnosti ulaska svjetski poznate organizacije Starbucks na hrvatsko tržište. Proučavati će se strategije ulaska na međunarodna tržišta, organizacijske strukture i njihove promjene koje organizaciji omogućavaju kompetentnost na međunarodnom tržištu. Drugi dio rada bavit će se analizom organizacijskih specifičnosti Starbucks korporacije. Upoznat će se sa najvažnijim podacima o Starbucks korporaciji, te načinu na koji oni posluju i po čemu su prepoznati u svijetu.
Empirijsko istraživanje provedeno je pomoću anketnog upitnika koji ispituje navike potrošača kave što pomaže u povezivanju organizacijske strukture i načina poslovanja Starbucks-a sa navikama i kupovnom moći na hrvatskom tržištu. U radu se spominje istraživanje iz 2013. koje govori o navikama potrošača kave na hrvatskom tržištu, a ovo empirijsko istraživanje će pokazat da li je hrvatsko tržište za potrošnju kave sklono promjenama ili stabilno u navikama i kupovnoj moći.

Abstract (english)

These years large shopping malls announce the arrival of Starbucks in their business premises. After a while, such news are always denied. The reason fot this is the different preferences and habits of coffee consumers on the Croatian market.
This paper will study the possibility of Starbucks entering the Croatian market. It will studi strategies for entering international markets, organizational strucutres and their changes that enable the organization to be competent in the international markets. The second part of the paper will deal with the analysis of the organizational specifics of Starbucks Corporation. There will be introduction of the most important information about the Starbucks Corporation, the way they operate and how they are recognized in the world.
Empirical research was conducted on an appropriate survey that examines the habits of coffee consumers, which helps to connect the organizational structure and way of doing business of Starbucks with the habits and purchasing power in the Croatian market. The paper mentions a study from 2013 that talks about the habits of coffee consumers in the Croatian market, and this empirial research will show whether the Croatian market for coffee consumption is prone to change or stable in habits and purchasing power.

• Keywords: strategije ulaska na međunarodna tržišta; organizacijske strukture; međunarodne organizacijske strukture; Starbucks korporacija; organizacijska struktura Starbucks korporacije; specifičnosti hrvatskog tržišta potrošača kave
• Keywords (english): Strategies for entering international markets; organizational strucures; international organizational structures; Starbucks Corporation; organizational strucutre of Starbucks Corporation; specificity of the Croatian coffee consumer market
• Language: croatian
• URN:NBN: urn:nbn:hr:148:839413
• 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: 2020-09-24 14:17:39