Strategije ulaska na strana tržišta srednje veliih poduzeća u Republici Hrvatskoj

Predmet istraživanja ovog specijalističkog poslijediplomskog rada su strategije nastupa na inozemnim tržištima, s naglaskom na izvoz. U današnjem svijetu internacionalizacije poslovanja poduzeća, strategija ulaska na strana tržišta sama po sebi predstavlja temelj uspješnog poslovanja na istom, te bi se kao takva trebala implementirati u poslovanje svakog poduzeća koje se bavi ili namjerava baviti izvoznim poslovima. U radu se autor, osim na strategije, usredotočio i na motive koji pokreću poduzeća za nastup na stranom tržištu ali i na preprekama koje poduzeća mogu očekivati. Ispituju se koje sve potrebne predradnje poduzeće mora poduzeti da bi razmotrilo opciju ulaska na neko od stranih tržišta i koji su ciljevi. Naglašava se nužnost istraživanja stranog tržišta kao preduvjet za nastup na istome i odabir najbolje strategije, te kriteriji u procesu odabira ciljanog tržišta. Finalno, navode se strategije ulaska na strano tržište sa fokusom na izvoz kao najraširenijem i najjeftinijem načinu ulaska na određeno inozemno tržište. Autor naglašava važnost uključenja Hrvatske u međunarodne tokove trgovine te analizira platnobilančna ostvarenja hrvatskog izvoza u posljednjih deset godina. Nadalje, ističe se značaj malih i srednjih poduzetnika orijentiranih k izvozu, jer predstavljaju najveći potencijal za usmjerenje našeg gospodarstva ka pozitivnim ekonomskim trendovima i izlazu iz ekonomske krize. Također, naglašena je uloga države u provedbi izvoznih strategija poduzeća i potpora poduzetnicima izvoznicima, kao i provedbi vlastite dugoročne izvozne strategije RH u cilju što skorijeg ekonomskog oporavka i blagostanja. Rad također donosi kratak presjek prilika i opasnosti koje očekuju naše poduzetnike ulaskom na veliko tržište Europske unije.The subject matter of this specialist postgraduate research is the foreign market entry strategies, focusing on export. In the today's business internationalization, the foreign market entry strategy by itself represents the foundation of a successful business at the same market and as such, it should be implemented in the business activities of each company whether it deals with export activities or intends to deal with it in the future. Apart from the concept of strategies, the special author`s attention is given to the factors that drives companies decision to use such market entry strategies, as well as the obstacles that companies may expect at the same time. All the necessary pre-activities which company needs to conduct first, in order to observe the possibility of using entry strategies at some foreign market are examined, as well as the objectives of foreign market entry in the first place. The foreign market research as a precondition for participation on the same and choosing the most appropriate strategy has been underlined, together with the criteria’s in the selection process of choosing target market. Finally, the various foreign market entry strategies have been observed with a focus on exports as the most common and cheapest method of entry to a certain foreign market. The author emphasizes the importance of Croatian involvement in the international flows of trade, analyzes balance of payments made by Croatian exports achievements in the past decade. Furthermore, it highlights the importance of small and medium-sized enterprises oriented towards exports, considering that they represent the biggest potential for driving our economy towards positive economic trends and also, a way out from the economic crisis. Additionally, the role of government in the following areas is also highlighted: export strategies implementation and business support for the entrepreneur’s exporters, as well as the implementation of its long-term export Croatia strategy in order to achieve economic recovery and prosperity in the shortest period. This research also provides a brief section of the possible opportunities and risks which Croatian entrepreneurs are dealing with when entering the large market of the European Union