| Abstract | Proces internacionalizacije od iznimne je važnosti za mnoga poduzeća kao i za globalno tržište. Internacionalizacija označava širenje poduzeća na strana tržišta, odnosno prebacivanje svog poslovanja na drugo tržište. Pri ulasku na strana tržišta poduzeća se mogu koristiti različitim strategijama, pri čemu je bitno izabrati onu koja najbolje odgovara odabranom tržištu. Prije ulaska na strano tržište potrebno je istražiti razne državne politike te običaje i preferencije kupaca. Ciljevi su ovog diplomskog rada prikazati utjecaj i važnost internacionalizacije u trgovini na malo, ukazati na prednosti i nedostatke internacionalizacije za globalnu ekonomiju te istražiti maloprodajne strategije koje maloprodavači koriste za izlaske na strana tržišta. Ulaskom na strano tržište razvija se zdrava konkurencija među poduzećima te ih se potiče na inovativnost. S druge strane, kupcima se pružaju jeftiniji, a ponekad i kvalitetniji proizvodi. Odabranim metodama deskriptivne statistike i mjerama ekonomske nejednakosti pokazuju se tendencije kretanja promatranih poduzeća kao i tržišta maloprodaje. Mjerama ekonomske nejednakosti pokazano je da je tržište maloprodaje niske koncentracije, odnosno da nijedno poduzeće nema prevladavajući udio na tržištu. Promatrana poduzeća ostvaruju kontinuirani rast prihoda u promatranom razdoblju (od 2010. do 2019.), što je dovelo do kontinuiranih ulazaka na strana tržišta. Može se zaključiti kako je internacionalizacija izravno povezana s rastom prihoda. O uspjehu internacionalizacije poduzeća ovisi mnogo faktora, no od iznimne je važnosti dobro istražiti potencijalno tržište. Promatrana poduzeća većinski ostvaruju uspjehe pri odabiru strategije ulaska na strano tržište. Kroz godine naučila su se prilagoditi zahtjevima različitih tržišta. |
| Abstract (english) | The process of internationalization is extremely important for many companies, as well as for the global market. Internationalization is the expansion of a company to foreign markets, that is, the transfer of its operations to another market. When entering foreign markets, companies can use different strategies, among which it is important to choose the one that best suits the chosen market. Before entering a foreign market, it is necessary to research the policies of the country and the customs and preferences of customers. The objectives of this paper are to show the impact and importance of internationalization in retail trade, to point out the advantages and disadvantages of internationalization for the global economy, and to investigate the retail strategies that retailers use to enter foreign markets. By entering the foreign market, healthy competition develops between companies and they are encouraged to be innovative. On the other hand, customers are provided with cheaper and sometimes better quality products. Through the selected methods of descriptive statistics and measures of economic inequality, the tendencies of the observed companies, as well as the retail market, are shown. Through measures of economic inequality, it was shown that the retail market is of low concentration, i.e. no company has a dominant market share. The observed companies achieved continuous growth in income in the observed period (from 2010 to 2019), which led to continuous expansions to foreign markets. It can be concluded that internationalization is directly related to income growth. Many factors depend on the success of the company's internationalization, but it is extremely important to thoroughly research the potential market. Most of the observed companies achieve success when choosing a strategy to enter the foreign market. Over the years, they have learned to adapt to the demands of different markets. |
