Internacionalizacija maloprodaje robe široke potrošnje

master's thesis

• Title (english): Retail internationalization in fast moving consumer goods sector
• Author: Loren Žunić
• 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; (Department of Trade and International Business); Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Kao tema ovog diplomskog rada odabrana je Internacionalizacija maloprodaje robe široke potrošnje. Objasniti će se proces internacionalizacije maloprodavača i analizirati primjeri dvaju vodećih poduzeća (Walmart i Schwarz grupa). U suvremenoj literaturi ne postoji jasno definiran izraz internacionalizacije maloprodaje. U najširem smislu internacionalizacija maloprodaje može se definirati kao izlazak maloprodavača s domaćeg tržišta na strano tržište.
Maloprodaja je prodaja dobara i usluga krajnjem korisniku proizvoda. Može se definirati i kao prodavanje na malo koje obavljaju i netrgovinski poslovni subjekti, kao npr. prodaja u tzv. industrijskoj prodavaonici u kojoj proizvođač u toj svojoj vlastitoj prodavaonici u sklopu industrijskog pogona prodaje proizvode koje je sam proizveo ili kada obrtnik ili seljak na sajmu prodaje svoje proizvode pojedinačnim potrošačima.
Primjenjena metodologija: analiza razvoja. Koristiti će se sekundarni podaci- studija 250 Top Retailers, te će se komentirati trend razvoja i internacionalizacija unazad pet godina.
Analizom sekundarnih podataka zaključuje se kako je Walmart lider američkog tržišta robe široke potrošnje, te uglavnom bilježi konstantan rast prihoda od prodaje unazad pet godina. Vođen pozitivnim poslovnim rezultatima, širi svoje poslovanje na ostale kontinente, što se pokazuje kao vrlo pametan potez.
Ono što je u Americi Walmart, to je Schwarz grupa u Europi, također bilježe značajan rast prihoda od prodaje. Iako se prodor na američko tržište nije pokazao kao uspješan potez, Lidl ne odustaje, u tijeku je prilagodba asortimana i veličina prodavaonica američkom tržištu.

Abstract (english)

As a topic of this graduate was the Internationalization of retail trade of fast moving consumer goods. The process of internationalization of retailers will be explaned of two leading companies (Walmart and Schwarz groups). There is no clear definition of internationalization of retail trade in modern literature. In the broadest sense, the internationalization od retail trade can be defined as the emergence of a retailer from the domestic market to a foreign market.
Retail sale is the sale of goods and services of the end user of the product. We can define it both as retail sales and non-business businesses, such as sales in the so-called “an industrial store where the manufacturer in his own shop within the industrial plant sells the products he has produced or when a artisan or peasant sells his products to the individual consumers at the fair.
Applied methodology: analysis of development. Secondary data study of 250 Top Retailers will be used, and will comment od the trend of development and internationalization in the past decade.
By analyzing secondary data, it is concluded that Walmart is the leader of the US consumer goods market, and has consistenly recorded steady sales growth for five years. Driven by positive business results, expanding its business to other continents, which is a very clever move.
What in Walmart, the Schwarz group in Europe, also records a significant increase in sales revenue. Although the penetration of the US market did not prove to be a successful move, Lidl does not give up, it is in the process of adjusting the assortment and size of the US market.

• Keywords: internacionalizacija; maloprodaja; tržište; Walmart; Schwarz grupa
• Keywords (english): internationalization; retail; market; Walmart; Schwarz group
• Language: croatian
• URN:NBN: urn:nbn:hr:148:953798
• 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: 2019-09-30 09:42:38