Strategije ulaska na strana tržišta srednje veliih poduzeća u Republici Hrvatskoj

professional thesis

• Author: Davor Dujić
• Mentor: Marko Kolaković (mentor)
• Committee member: Božo Matić (predsjednik povjerenstva)
• Committee member: Marko Kolaković (član povjerenstva)
• Committee member: Ljubo Jurčić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2014, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Predmet istraživanja ovog specijalističkog poslijediplomskog rada su strategije
nastupa na inozemnim tržištima, s naglaskom na izvoz. U današnjem svijetu
internacionalizacije poslovanja poduzeća, strategija ulaska na strana tržišta sama po sebi
predstavlja temelj uspješnog poslovanja na istom, te bi se kao takva trebala implementirati u
poslovanje svakog poduzeća koje se bavi ili namjerava baviti izvoznim poslovima. U radu se
autor, osim na strategije, usredotočio i na motive koji pokreću poduzeća za nastup na stranom
tržištu ali i na preprekama koje poduzeća mogu očekivati. Ispituju se koje sve potrebne
predradnje poduzeće mora poduzeti da bi razmotrilo opciju ulaska na neko od stranih tržišta i
koji su ciljevi. Naglašava se nužnost istraživanja stranog tržišta kao preduvjet za nastup na
istome i odabir najbolje strategije, te kriteriji u procesu odabira ciljanog tržišta. Finalno,
navode se strategije ulaska na strano tržište sa fokusom na izvoz kao najraširenijem i
najjeftinijem načinu ulaska na određeno inozemno tržište.
Autor naglašava važnost uključenja Hrvatske u međunarodne tokove trgovine te
analizira platnobilančna ostvarenja hrvatskog izvoza u posljednjih deset godina. Nadalje,
ističe se značaj malih i srednjih poduzetnika orijentiranih k izvozu, jer predstavljaju najveći
potencijal za usmjerenje našeg gospodarstva ka pozitivnim ekonomskim trendovima i izlazu
iz ekonomske krize. Također, naglašena je uloga države u provedbi izvoznih strategija
poduzeća i potpora poduzetnicima izvoznicima, kao i provedbi vlastite dugoročne izvozne
strategije RH u cilju što skorijeg ekonomskog oporavka i blagostanja. Rad također donosi
kratak presjek prilika i opasnosti koje očekuju naše poduzetnike ulaskom na veliko tržište
Europske unije.

Abstract (english)

The subject matter of this specialist postgraduate research is the foreign market entry
strategies, focusing on export. In the today's business internationalization, the foreign market
entry strategy by itself represents the foundation of a successful business at the same market
and as such, it should be implemented in the business activities of each company whether it
deals with export activities or intends to deal with it in the future. Apart from the concept of
strategies, the special author`s attention is given to the factors that drives companies decision
to use such market entry strategies, as well as the obstacles that companies may expect at the
same time. All the necessary pre-activities which company needs to conduct first, in order to
observe the possibility of using entry strategies at some foreign market are examined, as well
as the objectives of foreign market entry in the first place. The foreign market research as a
precondition for participation on the same and choosing the most appropriate strategy has
been underlined, together with the criteria’s in the selection process of choosing target market.
Finally, the various foreign market entry strategies have been observed with a focus on
exports as the most common and cheapest method of entry to a certain foreign market.
The author emphasizes the importance of Croatian involvement in the international
flows of trade, analyzes balance of payments made by Croatian exports achievements in the
past decade. Furthermore, it highlights the importance of small and medium-sized enterprises
oriented towards exports, considering that they represent the biggest potential for driving our
economy towards positive economic trends and also, a way out from the economic crisis.
Additionally, the role of government in the following areas is also highlighted: export
strategies implementation and business support for the entrepreneur’s exporters, as well as the
implementation of its long-term export Croatia strategy in order to achieve economic recovery
and prosperity in the shortest period. This research also provides a brief section of the
possible opportunities and risks which Croatian entrepreneurs are dealing with when entering
the large market of the European Union.

• Keywords: internacionalizacija poslovanja; međunarodna razmjena; strategije ulaska na strano tržište; izvoz; ciljno tržište; strategija izvoza Republike Hrvatske
• Language: croatian
• URN:NBN: urn:nbn:hr:148:463875
• Study programme: Title: Strategic Entrepreneurship; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/ specijalistica strateškog poduzetništva (sveučilišni/a specijalist/ specijalistica strateškog poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-11-11 07:44:57