Competitive advantage in fashion industry

Cilj ovog diplomskog rada je analizirati proces stvaranja konkurentske prednosti poduzeća iz modne industrije. U teorijskom dijelu rada definirani su pojmovi strategije, kompleksnosti i poslovnog planiranja te sam proces oblikovanja strategije. Nadalje, u radu je prikazan tržišni aspekt modne industrije na globalnoj razini i u RH te Porterov model pet sila i njegove generičke strategije. Kratkim profilom kompanije i povijesti poduzeća iz modne industrije je započet prikaz poslovnog modela i strategije koju poduzeće provodi u cilju postizanja konkurentske prednosti. I za kraj su prikazane unutarnje snage i slabosti te vanjske prilike i prijetnje konkretnog poduzeća.The objective of this graduation thesis is to analyze the process of creating a competitive advantage in the fashion industry. The theoretical part of this work defines terms of strategy, complexity, business planning and the process of formatting strategies. Furthermore, this work presents the market aspects of the fashion industry at the global level and within the Croatian market as well as the Porter's five forces and its generic strategy. By briefly profile of the company and the company's history in the fashion industry has begun a view of business model and strategy that the company carried out in order to achive competitive advantage. At the end, there are shown the internal strenghts and weaknesses and the external opportunities and threats of the observed company