Konkurentske strategije u agrobizinisu

undergraduate thesis

• Title (english): The five generic competitive strategies in agribusiness
• Author: Josip Krmpotić
• Mentor: Mario Njavro (mentor)
• Committee member: Mario Njavro (predsjednik povjerenstva)
• Committee member: Vesna Očić (član povjerenstva)
• Committee member: Ornella Mikuš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Management and Rural Entrepreneurship); Zagreb
• Defense date and country: 2024-06-25, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

U ovome završnom radu sažeto je prezentirana strategija, definirana je okolina i analizirana je vanjska okolina pomoću PESTEL modela, te industrijska okolina pomoću modela pet Porterovih sila. Opisane su konkurentske strategije koje se temelje na niskim troškovima i diferencijaciji, te ciljaju šire tržište ili uži segment kupaca. Na namjeravanom uzorku od dvadeset malih i srednjih trgovačkih društava iz područja agrobiznisa (NKD 2007 Područje A i Područje C, odjeljak 10 i 11- proizvodnja prehrambenih proizvoda i pića), neki od najvažnijih proizvoda društava razvrstani su prema obilježjima Porterovih pet generičkih strategija. U radu su prezentirani primjeri s četiri tržišta: žitarice, gazirana pića, sladoledi i vina. Proizvodi su odabrani s obzirom na njihovu važnost u potrošnji i vrijednosti prodaje na tržištu poljoprivrednih i prehrambenih proizvoda.

Abstract (english)

In this final thesis, the strategy is summarized, the environment is defined and the external environment is analyzed using the PESTEL model, and the industrial environment using the five porter forces model. Competitive strategies based on low costs and differentiation are described, and target a wider market or narrower customer segment. On an intended sample of twenty small and medium-sized companies in the field of agribusiness (NKD 2007 Area A and Area C, section 10 and 11-production of food products and beverages), some of the most important products of the companies are classified according to the characteristics of Porter's five generic strategies. This paper presents examples of companies operating in the markets of wine, carbonated drinks, ice cream and cereals. The products were selected considering their importance in consumption and sales value on the market of agricultural and food products.

• Keywords: konkurentske strategije; agrobiznis; porterove sile; okolina poduzeća
• Keywords (english): competitive strategies; agribusiness; porter forces; organizational environment
• Language: croatian
• URN:NBN: urn:nbn:hr:204:473574
• Study programme: Title: Agricultural Economics; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka agrarne ekonomike (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka agrarne ekonomike)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Embargoed access; Embargo expiration date: 2025-06-25
• Created on: 2024-11-14 07:36:26