Značajke izvoza hrvatske prehrambene industrije

master's thesis

• Author: Dajana Pranjić
• Mentor: Lari Hadelan (mentor)
• Committee member: Lari Hadelan (predsjednik povjerenstva)
• Committee member: Ornella Mikuš (član povjerenstva)
• Committee member: Josip Juračak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Agricultural Economics and Rural Development); Zagreb
• Defense date and country: 2016-07-22, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Cilj rada je ocijeniti stanje i dinamiku promjena izvoza hrvatske prehrambene industrije u uvjetima liberalizacije i otvorenosti tržišta. Referentno razdoblje je od 2012. do 2015. godine. Dodatno je istražen udio prihoda na inozemnim tržištima u ukupnim prihodima od prodaje vodećih prehrambenih kompanija kao i problemi s kojima se sudionici prehrambenog sektora suočavaju prilikom izlaska na strano tržište. Ciljevi rada ostvareni su izračunom standardnih pokazatelja međunarodne trgovine. Kao izvor podataka korištena je statistička baza podataka UN Comtrade. U svrhu prikupljanja kvalitativnih podataka proveden je intervju sa stručnjakom u djelatnosti prehrambene industrije. U razdoblju od 2012. do 2015. g. Hrvatska je povećala izvoz hrane i pića za 3,5%. Trgovinu hranom i pićem karakterizira stalni vanjskotrgovinski deficit. Pokrivenost uvoza izvozom u djelatnostima industrije hrane i pića u prosjeku je iznosila 59,5 i, za razliku od ukupne pokrivenosti uvoza izvozom, bilježi negativnu stopu promjene. Tijekom referentnog razdoblja struktura izvoza s obzirom na 10 vodećih grupa proizvoda nije se značajno mijenjala što upućuje na visoku izvoznu koncentraciju. Najveće komparativne prednosti prisutne su kod: šećera, mesa i jestivih klaoničkih proizvoda, i kukuruza. Izvozom dominiraju proizvodi kod kojih prevladava vertikalna specijalizacija i to ona gdje je izvoz male dodane vrijednosti. Obilježje prehrambene industrije je snažna orijentiranost na bliža tradicionalna tržišta, pa tako u vodećih 10 izvoznih odredišta odlazi 81% ukupnog izvoza hrane i pića RH. Izvoz hrane i pića u zemlje CEFTA-e u promatranom razdoblju pao je za 10,9%. U izvozu vodećih proizvoda prisutan je trend smanjenja izvozne konkurentnosti. Prehrambenu industriju karakteriziraju relativno stabilni trendovi i pokazatelji, odanost pojedinim izvoznim tržištima i visoka izvozna koncentracija s obzirom na proizvodne strukture. Najveća ograničenja poboljšanja izvozne konkurentnosti su: manjak inovativnosti, nedostatni budžeti za marketinšku podršku, nekonkurentne proizvođačke cijene, nepoznavanje lokalnih preferencija potrošača, te izazovi u kvaliteti i kvantiteti distribucije.

Abstract (english)

The purpose of this paper is to evaluate the situation and the dynamics of changes in exports of Croatian food industry in conditions of liberalization and market opening. The reference period is from 2012. to 2015. The share of export revenues in total sales revenues of leading food companies was investigated, as well as the problems that the participants of the food sector face in entering the foreign market. The objectives of this paper are realised by calculation of standard indicators of international trade. Statistical database UN Comtrade is used as a source of data. In order to collect qualitative data an interview with an expert in the activities of the food industry is conducted. In the period from 2012. to 2015. Croatia increased exports of food and beverages by 3,5%. The international trade of food and beverages is characterized by a constant trade deficit. Coverage of imports by exports in food and drink industry amounted to 59,9 and, unlike total coverage of imports by exports, recorded negative rate of change. During the reference period, export structure based on 10 leading product groups was not significantly changed which indicates the high export concentration. Sugar, meat and edible meat offal, and maize have the greatest comparative advantages. Exports are dominated by products in which prevails vertical specialization with low value added exports. A characteristic feature of the food industry is a strong focus on closer traditional markets - 81% of total exports of food and beverages leaves in the top 10 export destinations. Exports of food and beverages in the CEFTA countries decreased by 10,9%. Decreasing trend of export competitiveness is present in the exports of the leading products. The food industry is characterized by relatively stable trends and indicators, the commitment to individual export markets and high export concentration. The biggest limitation of improving export competitiveness is: lack of inovation, insufficient budgets for marketing support, uncompetitive producer prices, unfamiliar consumer preferences, and challenges in quality and quantity of distribution.

• Keywords: izvoz; prehrambena industrija; prihodi
• Keywords (english): exports; food industry; revenues
• Language: croatian
• URN:NBN: urn:nbn:hr:204:774750
• Study programme: Title: Agribusiness and Rural Development; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-17 07:45:04