| Abstract | Internetska trgovina u zadnje vrijeme bilježi trend velikog porasta kupovine preko interneta.
Razloga je mnogo, a jedni od njih su lakoća kupovine zbog dostave do kućnog praga te skoro
beskonačan izbor robe i usluga koje ne treba skladištiti u ograničenom prostoru. Što se
poslovanja tiče, za ulazak na tržište postoje male prepreke. Nema visokih troškova
skladištenja zaliha, većina troškova se odnosi na varijabilne troškove te je dobar dio poslova
automatiziran zbog čega nema potrebe za većim brojem zaposlenika. Vrijedi spomenuti da i
marketinške aktivnosti imaju veći povrat na uloženo od tradicionalnog marketinga i
oglašavanja zbog učinkovitijeg ciljanja potencijalnih kupaca. Razumljivo je stoga da se sektor
diči visokom konkurencijom koja dodatno doprinosi popularizaciji internetske trgovine, ali
poduzetnicima time tržišnu utakmicu čini izazovnijom. Zbog manjka podataka, za izračun
prognoze prodaje koristili su se podaci vlastitog istraživanja financijskih rezultata fizičkih
trgovina sportskom opremom, a zbog širokog cjenovnog ranga robe u izračunu koristila se
prosječna prodajna cijena robe. Skupljali su se statistički podaci sa službenih stranica
Hrvatske gospodarske komore, Ministarstva gospodarstva i održivog razvoja, ali i sa
specijaliziranih internetskih stranica za prikupljanje statističkih podataka statista.com i
researchgate.net. Naravno, od tih podataka ne može se sa stopostotnom sigurnošću dokazati
isplativost projekta u budućnosti i time predvidjeti budućnost. Međutim, prikupljeni podaci,
kao što je pozitivan trend rasta sportskih aktivnosti Hrvata i Europljana te općenito sve veći
broj korisnika internetske trgovine, govore o dovoljno velikoj šansi da projekt dugoročno
doživi financijski uspjeh. Zbog svega navedenog, zaključuje se i predlaže ulazak u
poduzetnički pothvat, prije nego li se profiliraju vodeći konkurenti na tržištu.
I |
| Abstract (english) | Internet shopping has recently seen a trend of a large increase in popularity. There are many
reasons, and one of them is the ease of shopping due to delivery to one’s doorstep and an almost
endless selection of goods and services that don’t need to be stored in a limited space. Regarding
business, there are low barriers to entering the market. There are no high inventory storage costs,
most of the costs are variable costs, and a good part of the work is automated, which is why there
is no need for a larger number of employees. It is worth mentioning that marketing activities also
have a higher return on investment than traditional marketing and advertising due to more
effective targeting of potential customers. It is therefore understandable that the sector has high
competition, which additionally contributes to the popularization of online shopping, but it makes
market competition more challenging for entrepreneurs. Due to the lack of data, data from our
own research on the financial results of physical sports equipment stores were used to calculate
the sales forecast, and due to the wide price range of the products, the average selling price of the
products was used in the calculation. Statistical data was collected from the official websites of
the Croatian Chamber of Commerce, the Ministry of Economy and Sustainable Development, as
well as from specialized websites for collecting statistical data, statista.com and researchgate.net.
Of course, from these data, it is not possible to prove with 100 % certainty the profitability of the
project in the future and thereby predict the future. However, the collected data, such as the
positive growth trend in the sports activities of Croats and Europeans and the generally increasing
number of Internet store users, indicate a very good chance for the project to experience financial
success in the long term.
Due to all of the above, it is concluded and proposed to enter the market, before the leading
competitors are established on the market. |
