Analiza mogućnosti budućeg razvoja prehrambene industrije Republike Hrvatske

master's thesis

• Title (english): The exploration into future development of the food industry in Croatia
• Author: Petra Žulj
• Mentor: Andrija Sabol (mentor)
• Committee member: Ena Pecina (predsjednik povjerenstva)
• Committee member: Davor Zoričić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2022-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Finance

Abstract

Prehrambena industrija jedna je od najrelevantnijih industrija na globalnom, ali i regionalnom te lokalnom nivou. Industrija koja u svojoj domeni obuhvaća cijeli niz sudionika i faktora te kao takva izložena je brojnim rizicima i vanjskim šokovima. U današnjem, turbulentnom okruženju koje svakim danom donosi sve neizvjesniju budućnost, potrebno je osvrnuti se na trendove i izazove s kojima će se prehrambena industrija u budućnosti susresti te na temelju toga ustanoviti mogućnosti budućeg razvoja iste. Analizirajući industriju i stalno prateći trendove te potencijalne izazove, poduzeća imaju mogućnost zadržavanja konkurentske prednosti na tržištu jer s jedne strane inovativnost je ta koja omogućuje čvrsto održavanje ili porast tržišnog udjela, dok s druge strane uočavanje tihih signala i potencijalnih izazova omogućuju anticipativno upravljanje (potencijalnom) krizom koje onda u konačnici dovodi do minimalnih udara na neto rezultat poduzeća ukoliko se kriza izbjegne ili minimizira. U praktičnome dijelu analizirat će se tri najrelevantnija poduzeća prehrambene industrije u Hrvatskoj: Atlantic Grupa, Kraš i Podravka Grupa. Komparativnom metodom, nakon osnovnih informacija o svakome poduzeću, dat će se pregled aktivnosti svakog poduzeća na koji način ono reagira na trendove, a s druge strane analizirat će se na koji način poduzeće usmjerava svoje poslovanje kako bi se prilagodilo izazovima. U konačnici će se na temelju izvedene analize dati ocjena svakome poduzeću kako bi se donio zaključak koje poduzeće najbolje usmjeruje svoje poslovanje u cilju održavanja konkurentske prednosti, a time i vidjeti mogućnosti budućeg razvoja prehrambene industrije u Hrvatskoj.

Abstract (english)

The food industry is one of the most relevant industries, not only on the global, but on the regional and local level. Industry with a wide range of participants and factors is, therefore, exposed to a lot of external shocks as well as risks. Nowadays, when the world is dynamic and the future is becoming more and more uncertain, it is crucial to monitor trends and potential
challenges within the industry as well as to establish the possibility of its future development. Constantly monitoring and analyzing the food industry and its trends and challenges, companies are able to maintain a competitive advantage because on the one hand, being innovative enables maintaining or increasing a market share, while on the other hand spotting silent signals and potential challenges allows anticipating (potential) crisis which then ultimately leads to minimal impact on the company’s net result. The practical part of the paper will analyze the three most relevant companies within the food industry in Croatia: Atlantic Group, Kraš and Podravka Group. With comparative method, after business description of the companies, the main activities of each company will be highlighted to see how they are reacting on trends in the industry; on the other hand, it will be analyzed in which way companies are coping with certain challenges in the food industry. In the end, based on the performed analysis, it will be given an assessment to each company in order to make a conclusion which company has the best performance in order to maintain a competitive advantage and thereby seeing the possibility for the future development within the food industry in Croatia.

• Keywords: prehrambena industrija; budući razvoj; trendovi; izazovi; Atlantic Grupa; Kraš; Podravka Grupa
• Keywords (english): food industry; future development; trends; challenges; Atlantic Group; Kraš; Podravka Group
• Language: croatian
• URN:NBN: urn:nbn:hr:148:231563
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-09-20 07:12:13