Internacionalizacija maloprodaje namještaja u Hrvatskoj

master's thesis

• Title (english): Retail internationalization of Croatian furniture market
• Author: Ana Maria Vučinić
• Mentor: Blaženka Knežević (mentor)
• Committee member: Nikola Knego (predsjednik povjerenstva)
• Committee member: Sanda Renko (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; Trade and Tourism

Abstract

U ovom diplomskom radu prikazana su obilježja internacionalizacije maloprodaje koja su glavne
odrednice uspješnosti poslovanja maloprodavača na stranim tržištima. Zbog procesa
internacionalizacije sve je manje mjesta na domaćem tržištu za domaće maloprodavače koji svoj
daljnji rast vide na stranim tržištima, na kojima prije ulaska na njih moraju dobro analizirati ih
kako bi izabrali i upotrijebili najbolju strategiju ulaska. Obuhvaćena su obilježja
internacionalizacije maloprodaje u Hrvatskoj koju karakterizira sve veća koncentracija inozemnih
maloprodajnih lanaca, te kao posljedica se javlja veliki porast uvoza. Prikazani su podaci tržišta
namještaja u Hrvatskoj koji se odnose na veličinu tržišta, vrijednosti izvoza namještaja i proizvoda
od drva. Kao primjer obrade internacionalizacije maloprodaje namještaja uzeta je Ikea kao jedan
od vodećih i najzastupljenijih maloprodajnih lanaca namještaja koji je od nedavno zastupljen na
hrvatskome tržištu. Na kraju rada proveden je anketni upitnik kojim se došlo do rezultata o
stavovima potrošača o kupovini namještaja, gdje su ispitanici najveću ocjenu važnost pri kupovini
namještaja pridali dizajnu namještaja i prilagođenosti namještaja prostoru.

Abstract (english)

This graduation thesis shows the characteristics of retail internationalization which are the main
directives of successful retail business on foreign markets. Due to the internationalization process,
the domestic market is getting smaller for domestic retailers who plan their development on foreign
markets. Before they enter those foreign markets they should thoroughly analyze them and choose
and apply the best market entry strategy. Retail internationalization in Croatia is presented which
is characterized by the growing number of international retail chains which results in high import
growth. Presented are furniture market data in Croatia that are related to market size, value of
furniture export and wood products. Ikea was presented as an example of furniture retail
internationalization as it is the one of the leading and most represented furniture retail chains that
has recently started to be represented on the Croatian market. To complete the thesis, a
questionnaire was performed providing the results on consumers views of furniture shopping
which showed that the furniture design and space efficient furniture are the most important factors.

• Keywords: internacionalizacija; maloprodaja; namještaj; Ikea; strategije
• Keywords (english): internationalization; retail; furniture; Ikea; strategies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:295906
• 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: 2016-11-04 09:13:50