Analiza i optimizacija poslovanja online trgovine sportskom opremom

master's thesis

• Title (english): Analysis and optimization of online sports equipment business
• Author: Klara Vanđelić
• Mentor: Mirjana Pejić Bach (mentor)
• Committee member: Nikola Vlahović (član povjerenstva)
• Committee member: Božidar Jaković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2024-06-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

U današnje vrijeme, digitalno tržište sportske opreme predstavlja značajnu nišu unutar e-trgovine, posebice u kontekstu rastućeg interesa za aktivnim životnim stilom. Ovaj se diplomski rad bavi detaljnom analizom online trgovine sportske opreme Warroad, osnovane 2018. godine, specijalizirane za proizvodnju zaštitne sportske opreme s fokusom na hokej. Rad istražuje kako različiti aspekti online poslovanja, poput jasne kategorizacije proizvoda, detaljnih opisa, uvjerljivog reklamnog teksta (engl. Copywriting), tehničkih prezentacija, besplatne dostave, sigurne kupovine i politike povrata utječu na korisničko iskustvo i prodajne rezultate. Analiza ključnih pokazatelja uspješnosti (engl. Key performance indicators - KPI) pokazuje kako promet na stranici, stopa konverzije, ukupan broj transakcija, ukupan prihod, prosječna vrijednost narudžbe, učestalost napuštanja košarice, troškovi akvizicije kupaca i stopa povrata prošlih kupaca doprinose praćenju i optimizaciji performansi trgovine. SWOT analiza (SWOT) je kratica koja označava snage ( engl. Strengths), slabosti (engl. Weaknesses), prilike ( engl. Opportunities) i prijetnje (engl.Threats) otkriva snage poput visoke kvalitete i inovativnosti proizvoda, slabosti kao što su viši cjenovni rang i ograničena ponuda za žene i djecu, prilike za širenje tržišta i povećanje online vidljivosti, kao i prijetnje od konkurencije i ekonomskih fluktuacija. Metodologijom prikupljanja i analize podataka, istraživanje naglašava važnost integriranog pristupa u upravljanju e-trgovinom, koristeći alate poput Google Analytics i Shopify za dobivanje uvida u ponašanje korisnika i učinkovitost marketinških kampanja. Rezultati istraživanja upućuju na strateške smjernice za optimizaciju kao što su fokus na povećanju broja posjetitelja, implementacija taktika poput nadogradnje narudžbe i unakrsne prodaje za povećanje prosječne vrijednosti narudžbe i proširenje tržišta. Ovaj diplomski rad nudi uvid u dinamiku online trgovine sportske opreme i predstavlja
praktične strategije za unaprjeđenje poslovnih operacija i konkurentske pozicije Warroad u digitalnom prostoru.

Abstract (english)

In today's digital marketplace, the niche of sports equipment represents a significant segment
within e-commerce, particularly in the context of growing interest in an active lifestyle. This
thesis conducts a detailed analysis of Warroad, an online sports equipment store established in
2018, specialized in producing protective sports gear with a focus on hockey. The study
explores how various aspects of online business, such as clear product categorization, detailed
descriptions, compelling copywriting, technical presentations, free shipping, secure purchasing,
and return policies affect customer experience and sales outcomes.
An analysis of key performance indicators (KPIs) shows how website traffic, conversion rate,
total number of transactions, total revenue, average order value, cart abandonment rate,
customer acquisition costs, and the rate of return customers contribute to the tracking and
optimizing of store performance. A SWOT analysis reveals strengths such as high product
quality and innovation, weaknesses like higher price range and limited offerings for women and
children, opportunities for market expansion and increased online visibility, and threats from
competition and economic fluctuations.
Through a methodology of data collection and analysis, the research highlights the importance
of an integrated approach in managing e-commerce, utilizing tools like Google Analytics and
Shopify for insights into user behavior and marketing campaign effectiveness. The findings
provide strategic guidelines for optimization, such as focusing on increasing visitor numbers,
implementing tactics like upselling and cross-selling to increase average order value, and
market expansion.
This thesis offers insights into the dynamics of online sports equipment commerce and presents
practical strategies for improving business operations and competitive positioning of Warroad
in the digital space.

• Keywords: online trgovina sportske opreme; ključni pokazatelji uspješnosti; KPI; SWOT analiza; optimizacija e-trgovine; Warroad
• Keywords (english): Online sports equipment store; Key Performance Indicators (KPI); SWOT analysis; E-commerce optimization; Warroad
• Language: croatian
• URN:NBN: urn:nbn:hr:148:232872
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-06-26 11:56:01