Strategijska analiza poduzeća Lidl Hrvatska

master's thesis

• Title (english): Strategic analysis of Lidl Hrvatska
• Author: Bernard Budinšćak
• Mentor: Andrija Sabol (mentor); MBZ: 332914
• Committee member: Davor Zoričić (predsjednik povjerenstva)
• Committee member: Ena Pecina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2021-07-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Kao jedna od najstarijih industrija, maloprodaja je i dalje jedna od najvažnijih za opskrbu potrebnim resursima. U Hrvatskoj postoji nekolicina velikih poduzeća te je konkurencija među njima velika. Lidl Hrvatska d.o.o. k.d. je drugo najjače poduzeće na tržištu te izaziva lidera i nastoji preuzeti tu poziciju. Predmet i cilj rada je strategijska analiza Lidl Hrvatska d.o.o. k.d. kroz koju se metodama strategijske dijagnostike i prognostike nastoje utvrditi snage i slabosti poduzeća, konkurentske prednosti, kapaciteti, ali i prilike i prijetnje iz vanjskog okruženja. Također promatraju se i rizici samog poduzeća, ali i industrije. S obzirom na rezultate i informacije dobivene iz provedenih analiza Lidl ima kapacitete i moć poboljšati svoju poziciju dok preuzimanje liderske pozicije ovisi i o konkurenciji. Osim toga ima moć da prevlada sve slabosti i prijetnje koje dolaze iz okruženja. Metode korištene za pisanje ovog rada su metode iz područja strategijske dijagnostičke i prognostičke analize.

Abstract (english)

As one of the oldest industries, retail is still one of the most important for supplying the necessary resources. There are several large companies in Croatia retail industry and competition between them is fierce. Lidl Hrvatska d.o.o. k.d. is second strongest company on the retail market and challenges the leader and strives to take leading position. The subject and goal of this paper is strategic analysis of Lidl Hrvatska d.o.o. k.d. through which the methods of strategic diagnostic and forecasting seek to determine the strenghts and weaknesses of the company, competitive advantages, capacities, but also oportunities and threats from company environment as well as company's and industry's risks. Results and informations gathered from these analyzes shows that Lidl has the capacity and power to improve its position, while taking over the leading position depends on competition actions. It also has power to deal with all weaknesses and threats from environment. The methods used in this paper are methods from the field of strategic diagnostic and prognostic analysis.

• Keywords: Strategija; poslovno upravljanje; okruženje; analiza; maloprodaja
• Keywords (english): Strategy; business management; environment; analysis; retail
• Language: croatian
• URN:NBN: urn:nbn:hr:148:331689
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2021-07-05 16:34:22