| Abstract | U ovom diplomskom radu nastojala su se primijeniti znanja i spoznaje o strateškom i međunarodnom menadžmentu za provedbu određenih analiza i donošenje odluka o izlasku na novo tržište za potrebe poduzeća ML Gari (voda Maya) sa sjedištem u Makedoniji. Glavna je djelatnost poduzeća proizvodnja flaširane vode. Predmet je istraživanja strategija izlaska na novo tržište, temeljena na primjeni odgovarajućih metoda strateške analize poduzeća kao preduvjeta za odabir odgovarajuće razvojne strategije, odnosno modela ulaska te njezine implementacije. Uz menadžment važnu ulogu ima strateška analiza. Proces strateškog menadžmenta započinje analizom okoline čija je svrha identificirati unutarnje i vanjske elemente koji će određivati budućnost poduzeća. U teorijskom dijelu analizirani su pojmovi strateškog menadžmenta, strategije i razvojnih strategija, analiza okoline poduzeća i međunarodnog menadžmenta, SWOT analiza poduzeća te pogled u budućnost, nakon čega su provedene analize na primjeru poduzeća. Radi ispravnog odabira strategije, provedeni su dubinski intervjui s predstavnicima poduzeća (dva dubinska intervjua). Također, provedena je i anketa na uzorku od 50 ispitanika s hrvatskog tržišta, prvenstveno predstavnika poslovnih kupaca. Analizirajući poduzeće, kao prijedlog strategije odabrana je razvojna strategija tržišne ekspanzije, a model ulaska na tržište: direktan ili neposredan izvoz (otvaranje distribucijskog centra). Radom je obuhvaćena tema razvojnih strategija; od analize okoline do odabira razvojne strategije, te planova potrebnih za provedbu odabrane strategije i kontrole, odnosno evaluacije postignutih rezultata. Prikazani postupci i metode mogu poslužiti i drugim poduzećima kao smjernice za razvoj vlastitih razvojnih strategija. |
| Abstract (english) | The thesis aims to apply knowledge and insights into the benefits of strategic international management and analysis in the observed company ML Gari (Maya water) based in Macedonia, to enter a new market in the Republic of Croatia. The main business activity of the company is the production of bottled water. The subject of this research is the strategy of entering a new, Croatian market based on the application of appropriate methods of strategic analysis of companies as a prerequisite for selecting the appropriate development strategy, that is, the model of entry and its implementation. In addition to management, strategic analysis also plays an important role. The strategic management process begins with the analysis of the environment the purpose of which is to identify the internal and external elements which will determine the future of the company. In the theoretical part, the concepts of strategic management, strategy and strategic growth, analysis of the company environment, international management, SWOT analysis of the company and a look into the future are analysed, followed by analyses based on the example of the company. In order to properly select the strategy, in-depth interviews were conducted with company representatives (2 in-depth interviews). Also, a survey was conducted on a sample of 50 respondents from the Croatian market, primarily representatives of business customers. Analysing the company, the development strategy of market expansion was chosen as a strategy proposal, and while the chosen market entry model is direct or immediate export (opening of a distribution centre). The strategy was chosen because the search for distributors with their own distribution network was unsuccessful, and this model has no direct impact and no possibility of accurate monitoring of distribution. The presented procedures and methods can also be used by other companies as guidelines for developing their own development strategies. |
