Porterov model pet sila u funkciji analize i planiranja

master's thesis

• Title: Porterov model pet sila u funkciji analize i planiranja : Diplomski rad
• Title (english): Analysis and planning based on Porter's five forces model : Master's thesis
• Author: Mateja Kusanić
• Mentor: Andrija Sabol (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2019-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Današnje tržište je dinamično i turbulentno stoga poduzeća moraju prilagođavati svoje poslovanje promjenama na tržištu kako bi bila uspješnija. Prilikom oblikovanja strategije cilj poduzeća je zauzeti željenu konkurentsku poziciju unutar industrije u kojoj djeluje. Strategija je temelj poslovnog odlučivanja svakog poduzeća jer bez dobrih temelja nema ni uspješnosti. Uspješna strategija mora biti u skladu s organizacijskom okolinom, odnosno njezinom misijom, vizijom i ciljevima. Ciljevi su ono što poduzeće želi postići, a strategija pomaže poduzeću kako to postići. Veoma značajan doprinos razvoju strategije dao je Michael Porter. Njegov model pet konkurentskih sila jedan je od najčešćih alata za identifikaciju glavnih konkurentskih sila na tržištu te procjenu njihove snage i važnosti. Iz tog razloga, Porterov model pet sila opisan je u ovom radu na primjeru poduzeća u industriji prehrambenih proizvoda u Hrvatskoj. Prehrambena industrija jedna je od najvažnijih i najuspješnijih grana hrvatskog gospodarstva. Od mnogih uspješnih prehrambenih poduzeća izabrano je poduzeće Ledo d.d. kako bi se provela analiza industrijskog suparništva pomoću već spomenutog modela.

Abstract (english)

Today’s market is dynamic and turbulent so companies have to adjust their business to market changes. When forming a strategy the goal of the company is to take wanted competitive position in the industry. The strategy is the core of business thinking because without good basis there is no success. The strategy has to be in harmony with organization environment to be successful. It has to be accordant with it’s mission, vision and goals. Goals are what company wants to achieve but strategy helps company to get there. Michael Porter had very significant contribution in strategy development. His model of five competitive forces is one of the most used tools for identification of main competitive forces and assessment of their strength and importance. Because all of that, Porter’s model of five forces is described in this work on the example of company from food industry in Croatia. Food industry is one of the most successful branches of Croatian economy. Company Ledo d.d. is choosen from all successful food companies in Croatia to make analysis of competitivnes with described model.

• Keywords: strategija; Michael Porter; Porterov model pet sila; prehrambena industrija; Ledo; konkurencija
• Keywords (english): strategy; Michael Porter; Porter's five forces model; food industry; Ledo; competition
• Language: croatian
• URN:NBN: urn:nbn:hr:148:995126
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-09-24 17:44:48