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master's thesis
Analiza i optimizacija poslovanja online trgovine sportskom opremom
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:232872
Vanđelić, Klara
University of Zagreb
Faculty of Economics and Business
Department of Informatics

Institutional repository: REPEFZG

Cite this document

Vanđelić, K. (2024). Analiza i optimizacija poslovanja online trgovine sportskom opremom (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:232872

Vanđelić, Klara. "Analiza i optimizacija poslovanja online trgovine sportskom opremom." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:232872

Vanđelić, Klara. "Analiza i optimizacija poslovanja online trgovine sportskom opremom." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:232872

Vanđelić, K. (2024). 'Analiza i optimizacija poslovanja online trgovine sportskom opremom', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 19 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:232872

Vanđelić K. Analiza i optimizacija poslovanja online trgovine sportskom opremom [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2024 November 19] Available at: https://urn.nsk.hr/urn:nbn:hr:148:232872

K. Vanđelić, "Analiza i optimizacija poslovanja online trgovine sportskom opremom", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:232872

Metadata
TitleAnaliza i optimizacija poslovanja online trgovine sportskom opremom
Title (english)Analysis and optimization of online sports equipment business
AuthorKlara Vanđelić
MentorMirjana Pejić Bach (mentor)
Committee memberNikola Vlahović (član povjerenstva)
Committee memberBožidar Jaković (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Informatics)
Zagreb
Defense date and country2024-06-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Business Informatics
Abstract
U današnje vrijeme, digitalno tržište sportske opreme predstavlja značajnu nišu unutar e-trgovine, posebice u kontekstu rastućeg interesa za aktivnim životnim stilom. Ovaj se diplomski rad bavi detaljnom analizom online trgovine sportske opreme Warroad, osnovane 2018. godine, specijalizirane za proizvodnju zaštitne sportske opreme s fokusom na hokej. Rad istražuje kako različiti aspekti online poslovanja, poput jasne kategorizacije proizvoda, detaljnih opisa, uvjerljivog reklamnog teksta (engl. Copywriting), tehničkih prezentacija, besplatne dostave, sigurne kupovine i politike povrata utječu na korisničko iskustvo i prodajne rezultate. Analiza ključnih pokazatelja uspješnosti (engl. Key performance indicators - KPI) pokazuje kako promet na stranici, stopa konverzije, ukupan broj transakcija, ukupan prihod, prosječna vrijednost narudžbe, učestalost napuštanja košarice, troškovi akvizicije kupaca i stopa povrata prošlih kupaca doprinose praćenju i optimizaciji performansi trgovine. SWOT analiza (SWOT) je kratica koja označava snage ( engl. Strengths), slabosti (engl. Weaknesses), prilike ( engl. Opportunities) i prijetnje (engl.Threats) otkriva snage poput visoke kvalitete i inovativnosti proizvoda, slabosti kao što su viši cjenovni rang i ograničena ponuda za žene i djecu, prilike za širenje tržišta i povećanje online vidljivosti, kao i prijetnje od konkurencije i ekonomskih fluktuacija. Metodologijom prikupljanja i analize podataka, istraživanje naglašava važnost integriranog pristupa u upravljanju e-trgovinom, koristeći alate poput Google Analytics i Shopify za dobivanje uvida u ponašanje korisnika i učinkovitost marketinških kampanja. Rezultati istraživanja upućuju na strateške smjernice za optimizaciju kao što su fokus na povećanju broja posjetitelja, implementacija taktika poput nadogradnje narudžbe i unakrsne prodaje za povećanje prosječne vrijednosti narudžbe i proširenje tržišta. Ovaj diplomski rad nudi uvid u dinamiku online trgovine sportske opreme i predstavlja praktične strategije za unaprjeđenje poslovnih operacija i konkurentske pozicije Warroad u digitalnom prostoru.
Abstract (english)
In today's digital marketplace, the niche of sports equipment represents a significant segment within e-commerce, particularly in the context of growing interest in an active lifestyle. This thesis conducts a detailed analysis of Warroad, an online sports equipment store established in 2018, specialized in producing protective sports gear with a focus on hockey. The study explores how various aspects of online business, such as clear product categorization, detailed descriptions, compelling copywriting, technical presentations, free shipping, secure purchasing, and return policies affect customer experience and sales outcomes. An analysis of key performance indicators (KPIs) shows how website traffic, conversion rate, total number of transactions, total revenue, average order value, cart abandonment rate, customer acquisition costs, and the rate of return customers contribute to the tracking and optimizing of store performance. A SWOT analysis reveals strengths such as high product quality and innovation, weaknesses like higher price range and limited offerings for women and children, opportunities for market expansion and increased online visibility, and threats from competition and economic fluctuations. Through a methodology of data collection and analysis, the research highlights the importance of an integrated approach in managing e-commerce, utilizing tools like Google Analytics and Shopify for insights into user behavior and marketing campaign effectiveness. The findings provide strategic guidelines for optimization, such as focusing on increasing visitor numbers, implementing tactics like upselling and cross-selling to increase average order value, and market expansion. This thesis offers insights into the dynamics of online sports equipment commerce and presents practical strategies for improving business operations and competitive positioning of Warroad in the digital space.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:232872
Study programmeTitle: Business economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2024-06-26 11:56:01