Konkurentnost i poslovne strategije brodarskih poduzeća

Pomorski promet, prijevoz ljudi i tereta morem, te djelatnost morskog brodarstva u uţem smislu vaţan su faktor razvoja svjetskog i nacionalnog gospodarstva i ĉinitelj globalizacije. U ovom radu prikazuje se naĉin funkcioniranja brodarskog trţišta te se analizira vaţnost morskog brodarstva u razvoju svjetske trgovine i gospodarstva. Brodarska poduzeća posluju na izrazito dinamiĉnom i kompleksnom trţištu koje pokreće nekoliko konkurentskih sila. U radu je dan pregled konkurentskih sila i faktora koji pokreću brodarsko trţište i imaju utjecaja na konkurentnost brodarskih poduzeća, a proizlaze iz poslovanja brodarskih poduzeća na meĊunarodnom trţištu. Kako bi opstala na tako turbulentnom trţištu, brodarska poduzeća koriste se raznim strateškim alatima u svrhu procjene trţišnih rizika, prilika i prijetnji prema kojima oblikuju svoju strategiju i poslovnu politiku. U radu se analizira koji su to faktori koji imaju utjecaja na izbor poslovne strategije te kojim se to strategijama kompanije koriste u svrhu što boljeg pozicioniranja na trţištu. U empirijskom dijelu rada napravljena je analiza poslovanja najveće hrvatske brodarske kompanije „Tankerska plovidba d.d.“ i jedne od najvećih svjetskih kompanija „Royal Dutch Shell“. Metodom intervjua s ĉlanovima Uprave brodarskog poduzeća „Tankerska plovidba d.d.“ te analizom financijskih i poslovnih izvještaja kompanije „Royal Dutch Shell“ istraţeno je kojim se strategijama te dvije kompanije koriste u trţišnom nadmetanju pomoću ĉega je izveden opći zakljuĉak o dinamiĉnosti i zakonitostima brodarske industrije.Maritime transport, transport of people and freight by sea and the activities of shipping specifically are an important factor in the development of world and national economy. This thesis presents the way in which the shipping market functions, and an analysis is given regarding the importance of maritime shipping in the development of the world market and economy. Ship businesses operate in an extremely dynamic and complex market which is powered by several competitive forces. This paper gives an outline of competitive forces and factors which enable the shipping market and have an effect on the competitiveness of the shipping businesses, all of which stems from the way how the shipping business operates on the international market. In order to subsist on the turbulent market, ship businesses use different strategical tools with the aim of evaluating the market risks, opportunities and threats according to which they shape their strategies and business politics. A further analysis of the factors which have an effect on the choice of business strategies is given, along with other strategies that companies use as to gain a better position on the market. The empirical part of this thesis analyses the business operations of the largest Croatian shipping company “Tankerska plovidba d.d.” and one of the largest companies on a global scale “Royal Dutch Shell”. Using the interview method with the management members of the shipping enterprise “Tankerska plovidba d.d.” and the analysis of financial and business reports of the company “Royal Dutch Shell”, a research has been conducted regarding the strategies which both of the companies use in the market competition, based on which a general conclusion of the dynamics and laws of the ship industry has been drawn