Competitive position and strategic analysis of Croatian textile industry

Ovaj diplomski rad se temelji na teorijskom razmatranju konkurentske prednosti i strateške analize eksterne i interne okoline te na analizi hrvatske tekstilne industrije kao i analizi poslovanja poduzeća Varteks d.d. i Amadeus M.A.J. d.o.o. Trenutno stanje u hrvatskoj tekstilnoj, odjevnoj i kožnoj industriji je ocjenjeno kao vrlo kompleksno i nepovoljno. Kao glavni problemi ističu se zastarjelost tehnologije, svakodnevno otpuštanje radnika, neprilagođenost zahtjevima tržišta, slabo tržišno pozicioniranje i nedovoljna orjentiranost na proizvodnju vlastitog proizvoda. Unatoč činjenici da hrvatska tekstilna industrija bitno zaostaje za europskom i svjetskom tekstilnom industrijom, analizom stanja utvrđeno je da ova grana industrije ima veliki potencijal. Kako bi se taj potencijal ostvario potrebno je razviti vlastite modne marke i pronaći tržišne niše jer domaća proizvodnja teško može konkurirati jeftinoj proizvodnji sa niskim cijenama rada, kao što je primjerice kineska.This master's thesis is based on theoretical considerations of competitive advantage and strategic analysis of Croatian textile industry and the analysis of business activity for companies Varteks d.d. and Amadeus M.A.J. d.o.o.. The current situation in the Croatian textile, garment and leather industry was rated as very complex and unfavorable. The main problems are the obsolescence of technology, every day banishment of the employees, maladjustment to the requirements of the market, poor market positioning and the lack of orientation to produce their own products. Despite the fact that the Croatian textile industry is far behind the Europen and world textile industry, by the analysis of the situation it was found that this industry has great potential. To realize that potential it is necessary to develop it own brands and to find a market recess because domestic production can hardly compete with low cost production that has low labor costs, such as the Chinese