IMPLEMENTATION OF PORTER\u27S GENERIC BUSINESS STRATEGIES AND ENCHASING COMPETITIVE ADVANTAGE IN THE AUTOMOBILE INDUSTRY

Predmet istraživanja ovog rada postizanje je konkuretske prednosti u automobilskoj industriji implementacijom Porterovih generičkih poslovnih strategija. Postizanje konkurentske prednosti nužno je ukoliko poduzeće želi dugoročno opstati na tržištu. Za odabir konkurentske strategije važan je relativni položaj poduzeća u industriji jer takvo pozicioniranje određuje hoće li profitabilnost poduzeća biti iznad ili ispod prosjeka industrije. Poduzeće u odnosu na konkurente primjenom Porterovih generičkih poslovnih strategija može na tri načina ostvariti konkurentsku prednost: diferencijacijom, niskim troškovima i fokusiranjem. Svrha je rada istražiti i analizirati sve značajke Porterovih generičkih poslovnih strategija kojima se postiže konkurentska prednost. Cilj je rada prikazati kako poduzeća u automobilskoj industriji ostvaruju konkurentsku prednost primjenom Porterovih generičkih poslovnih strategija.The subject of this paper is enchasing competitive advantage using Porter\u27s generic business strategies in the automobile industry. Competitive advantage is necessary if the company wants to survive at the market. Selection of business strategy is an important factor for companies in the industry because company\u27s positioning is determined with company\u27s profitability that can be above or below the industry average. The company compared to its competitors can achieve competitive advantage with implementation of one of the three Porter\u27s generic business strategies: differentiation, low costs and focus. The purpose of this paper is to investigate and analyze all the features of Porter\u27s generic business strategies that achieve competitive advantage. The aim of this paper is to describe how companies in the automobile industry achieve competitive advantage using Porter\u27s generic business strategies