Analiza razvojnih strategija poduzeća unutar industrije kave u Hrvatskoj

professional thesis

• Title (english): Analysis of company development strategies within the coffee industry in Croatia
• Author: Antonio Martinović
• Mentor: Darko Tipurić (mentor); MBZ: 206214
• Committee member: Ana Aleksić (predsjednik povjerenstva)
• Committee member: Darko Tipurić (član povjerenstva)
• Committee member: Domagoj Hruška (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2022-04-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Cilj: u svom poslovanju svako je poduzeće primorano izabrati razvojnu strategiju usmjerenu prema ciljevima i sposobnostima poduzeća, a koja nadalje određuje prilagodbu promjenjivim uvjetima poslovanja, način raspodjele resursa, pozicioniranje na tržištu, kao i način utvrđivanja akcija operativnih dijelova poduzeća. Mnogobrojna su istraživanja do danas provedena na temu razvojnih strategija, strategija rasta i razvoja unutar niza poduzeća s ciljem njihova što boljeg uspjeha i plasiranja na globalnom tržištu. Predmet istraživanja ovog poslijediplomskog specijalističkog rada jest analiza i usporedba različitih oblika razvojnih strategija te njihova implementacija na primjeru glavnih lidera u industriji kave u Republici Hrvatskoj, triju vodećih hrvatskih kompanija u proizvodnji kave: (1) Franck d.d., (2) Atlantic Grupa, (3) Anamarija Company d.o.o. Metodologija: za potrebe istraživanja korišteni su primarni i sekundarni izvori. Koristili smo metodu dubinskog intervjua s velikim brojem menadžera koji sudjeluju u oblikovanju i implementaciji strategije. Metodom dubinskog intervjua obavljali smo razgovor koji je bio slobodan i nestrukturiran, čime smo stekli dublji uvid u naše polje interesa, te dobili dio odgovora na postavljena pitanja. Rezultati: Provedenim istraživanjem utvrdili smo da: Franck d.d. u svom poslovanju koristi horizontalni pravac razvoja s dva usmjerenja: koncentracijom ili tržišnom penetracijom i ekspanzijom. Atlantic Grupa je u ostvarivanju konkurentske prednosti u industriji kave primijenila razvojnu strategiju preuzimanja i spajanja. Poduzeće Anamarija d.o.o. u svom poslovanju koristi razvojne strategije: razvoja proizvoda, diverzifikaciju, tržišnu penetraciju, s ciljem ostvarivanja konkurentske prednosti u industriji kave. Zaključak: u današnjem zahtjevnom, konkurentnom, dinamičnom i složenom tržištu, analizirana poduzeća u industriji kave u Hrvatskoj svoje liderske pozicije održavaju svakodnevnim ulaganjem u proizvodnu izvrsnost, tj. kvalitetu proizvoda, tehnološka rješenja, inovativnost koncepata i proizvoda te ljudski faktor.

Abstract (english)

Objective: in its business, each company is forced to choose a development strategy aimed at the goals and capabilities of the company, which further determines how to adapt to changing conditions, how to allocate resources, how to position in the market and determine the actions of operational parts of the company. A lot of research has so far been conducted on the topic of development strategies, growth and development strategies within a number of companies with the aim of enhancing their success and placement in the global market. The research topic of this postgraduate specialist paper is the analysis and comparison of different forms of development strategies and their implementation on the example of the main leaders in the coffee industry in the Republic of Croatia, three Croatian leading companies in coffee production: (1) Franck d.d., (2) Atlantic Grupa, (3) Anamarija Company d.o.o. Methodology: primary and secondary sources were used for research purposes. We used the in-depth interview method with a number of managers involved in the design and implementation of the strategy. Using the in-depth interview method, we engaged in a conversation that was free and unstructured, and thus we gained a deeper insight into our field of interest, as well as some of the answers to the questions asked. Results: The conducted research established that: Franck d.d. uses a horizontal direction of development with two directions of concentration or market penetration and expansion. Atlantic Grupa has applied the takeover and merger development strategy to achieve a competitive advantage in the coffee industry. Anamarija d.o.o. uses development strategies of product development, diversification, market penetration, with the aim of achieving a competitive advantage in the coffee industry. Conclusion: in today's demanding, competitive, dynamic and complex market, the analyzed companies in the coffee industry in Croatia maintain their leading positions by investing daily into production excellence, i.e., product quality, technological solutions, innovative concepts and products, as well asthe human factor.

• Keywords: razvojne strategije; ekspanzija; konkurentska prednost; koncentracija; industrija kave
• Keywords (english): development strategies; expansion; competitive advantage; concentration; coffee industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:804979
• Study programme: Title: Business Administration- MBA; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA (sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-04-26 08:27:21