Strateška analiza industrije proizvodnje mliječnih proizvoda u Hrvatskoj

master's thesis

• Title (english): Strategic analysis of diary industry in Croatia
• Author: Maja Kulić
• Mentor: Najla Podrug (mentor)
• Committee member: Darko Tipurić (predsjednik povjerenstva)
• Committee member: Davor Filipović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Danas, kada svijet još uvijek osjeća bolne posljedice višegodišnje recesije, poduzećima je veliki izazov opstati na tržištu pa stoga sve teže nalaze načine kako najoptimalnije zadovoljiti potrošačeve želje. Tu veliku ulogu igra menadžment koji mora svojim sposobnostima izabrati adekvatnu strategiju koja će omogućiti opstanak poduzeća u industriji koja je karakterizirana turbulentnim okruženjem, rastom konkurenata i konstantnim promjenama. Zbog toga je neophodan zadatak poduzeća analizirati vanjsko okruženje, odnosno izraditi cjelokupnu analizu industrije zato što će im to pomoći prilikom opstanka. Najutjecajniji model strukturalističke analize je model pet konkurentskih sila Michaela Portera koji se temelji na analizi jačine suparništva, opasnosti od pridošlica, opasnosti od zamjenskih proizvoda, te pregovaračke moći kupaca i dobavljača. Ovaj rad fokusira se na analizi industrije proizvodnje mliječnih proizvoda u Hrvatskoj prema Porterovom modelu. Doprinos ovoga rada ogledao bi se u rezultatima i zaključcima primjene modela na hrvatsku industriju proizvodnje mliječnih proizvoda, budući da tako nešto do sad u literaturi nije napravljeno.

Abstract (english)

Today, when the world is still feeling the painful consequences of several years of recession, companies find it challenging to survive in the market and therefore they have more difficulties finding ways to optimally meet consumers' needs. Management plays a huge role in this situation so it has to possess abilities to choose adequate strategy that will allow survival of companies in the industry that is characterized by a turbulent environment, growing competition and constant changes. Therefore, companies have an inevitable task: they have to analyze the externam environment and make overall analysis of the industry because that will help them survive. The most influental industrial organization perspective model is Michael Porter's five forces, which is based on the analysis of rivalry among existing competitors, threat of new entrants, threat of substitute products, bargaining power of buyers, and bargaining power of suppliers. This paper focuses on the analysis of dairy industry in Croatia according to Porter's model. The contribution of this work would be reflected in the results and conclusions of the model implementation on Croatian dairy industry, whereas something like this hasn't been found in the literature.

• Keywords: Porterov model pet konkurentskih sila; strukturalistički pristup; strategija; industrija proizvodnje mliječnih proizvoda; Dukat; Vindija.
• Keywords (english): Porter's five forces model; industrial organization perspective; strategy; dairy industry; Dukat; Vindija.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:112735
• 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: Access restricted to students and staff of home institution
• Created on: 2016-09-28 17:08:36