Izgradnja konkurentske prednosti putem strategije troškovnog vodstva u industriji proizvodnje profesionalne komunalne opreme

postgraduate specialist thesis

• Title (english): Building a competitive advantage through a cost leadership strategy in the professional utility equipment manufacturing industry
• Author: Maja Ratković
• Mentor: Darko Tipurić (mentor)
• Committee member: Domagoj Hruška (predsjednik povjerenstva)
• Committee member: Darko Tipurić (član povjerenstva)
• Committee member: Boris Tušek (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-02-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Svrha ovog sveučilišnog specijalističkog rada je prikaz izgradnje konkurentske prednosti poduzeća korištenjem strategije troškovnog vodstva na stranom tržištu, načina njene održivosti, prednosti i rizika od primjene. Strategija je prikazana na primjeru poduzeća RASCO d.o.o., proizvođača profesionalne komunalne opreme za održavanje prometne infrastrukture, analizi industrije proizvodnje profesionalne komunalne opreme i stanja poduzeća na predmetnom stranom tržištu. Temeljni cilj ovog rada je istraživanje i analiza načina na koji odabrano poduzeće provodi strategiju troškovnog vodstva na predmetnom stranom tržištu te kako se prilagođava konkurentskoj dinamici u industriji proizvodnje profesionalne komunalne opreme. Za izradu ovog rada najčešće korištene metode bile su metoda analize i sinteze, deskriptivne metode i komparativne metode. Prema analizi industrije proizvodnje profesionalne komunalne opreme, a obzirom na sve njene specifičnosti, zaključak je da profesionalna komunalna oprema podliježe brojnim učestalim promjenama ovisno o promjenama trendova na pojedinim tržištima. Strategija poslovanja poduzeća RASCO je, prema trenutnim analizama i pokazateljima, učinkovita jer se poduzeće kontinuirano prilagođava svim promjenama na tržištu i unutar industrije. Poduzeće bazira svoju strategiju poslovanja na velikom broju prodajnih mjesta, odnosno tržišta na koja plasira svoje proizvode. Ovisno o situaciji na tržištu i stanju industrije na određenom tržištu, prilagođava strategiju poslovanja stavljanjem u fokus ključnih čimbenika koji utječu na učinkovitost i održivost strategije. Na predmetnom stranom tržištu, a prema prvim procjenama i analizama, već je sada vidljivo da je razina poslovanja podignuta na puno višu razinu primjenom strategije troškovnog vodstva. Svi redizajnirani ili novo uvedeni procesi dovesti će do većeg uspjeha poslovanja poduzeća, kako na predmetnom stranom tržištu, tako i u cjelini.

Abstract (english)

The purpose of this university specialist thesis is to present the building-up of a company's competitive advantage using the strategy of cost leadership in the foreign market, its sustainability, advantages and risks of application. The strategy is presented on the example of the company RASCO d.o.o., a manufacturer of professional utility equipment for the maintenance of traffic infrastructure, an analysis of the professional utility equipment production industry and the state of the company on the relevant foreign market. The main goal of this paper is research and analysis of the way in which the chosen company implements the strategy of cost leadership in the relevant foreign market and how it adapts to the competitive dynamics in the industry of the production of professional utility equipment. The methods of analysis and synthesis, descriptive methods and comparative methods were the most frequently used methods for the preparation of this paper. According to the analysis of the professional utility equipment production industry, and considering all its specificities, the conclusion is that professional utility equipment is a subject to numerous frequent changes depending on changes in trends in individual markets. The business strategy of the RASCO company is, according to current analyzes and indicators, effective because the company continuously adapts to all changes on the market and within the industry. The company bases its business strategy on many sales points, that is, the markets where it places its products. Depending on the market situation and the state of the industry in a certain market, it adjusts the business strategy by focusing on key factors that influence the effectiveness and sustainability of the strategy. On the foreign market in question, and according to the first assessments and analyses, it is already visible that the level of business has been raised to a much higher level by applying the cost leadership strategy. All redesigned or newly introduced processes will lead to greater success of the company's operations, both on the foreign market in question and for the entire business.

• Keywords: konkurentska prednost; održivost; učinkovitost; strategija poslovanja; profesionalna komunalna oprema; troškovno vodstvo; proizvodna industrija
• Keywords (english): competitive advantage; sustainability; efficiency; business strategy; professional utility equipment; cost leadership; manufacturing industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:908211
• Study programme: Title: Organization and management; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: specijalist/specijalistica organizacije i menadžmenta (specijalist/specijalistica organizacije i menadžmenta)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-02-28 11:26:32