Strategic analysis of business model based on network marketing

Poslovni modeli u ekonomiji stalno se mijenjaju i razvijaju, za što je najzaslužnija primjena informacijske strukture. Između mnogih poslovnih modela, ovaj rad analizira poslovni model temeljen na mrežnom marketingu. Naime, mrežna se prodaja smatra jednom od najbrže rastućih gospodarskih grana u svijetu. Potječe iz Sjedinjenih Američkih Država, a tamo je i posebno razvijena. Internacionalizacijom poslovanja multinacionalnih mrežnih poduzeća koncept mrežne prodaje brzo se proširio svijetom, osobito u razvijenim zemljama, a potkraj prošlog stoljeća i u manje razvijenim zemljama Istočne Europe te na drugim kontinentima. U posljednjem desetljeću 20. stoljeća mrežni sustavi prodaje pojavili su se i u Hrvatskoj. Kao način prodaje na malo, koji predstavlja alternativu i konkurenciju tradicionalnoj maloprodaji, mrežni marketing zanimljiv je krajnjim potrošačima koji imaju priliku kupovati kvalitetne, cjenovno pristupačne proizvode uz koje dolazi i kvalitetna usluga koju pružaju distributeri – nezavisni prodavači. Kao nezavisni prodavači organizirani u sustav mrežnog marketinga, distributeri imaju mogućnost rada i ostvarivanja prihoda razvojem posla umrežene prodaje, odnosno stvaranjem i širenjem mreže suradnika. Poslovni model mrežnog marketinga primjenjuje se i u tvrtci Lyoness d.o.o. čija će se analiza slučaja prikazati u ovom radu.Bussiness models in economy are constantly changing and developping, mostly because of the IT infrastructure and new technologies applied in economy. Among many bussiness models, this paper focuses on the one based on network marketing. Namely, network sales is considered one of the fastest growing industries in the world. It originates and is particularly developed in the United States. With internationalization of business multinational enterprise network concept, network sales quickly spread throughout the world, especially in developed countries, and at the end of the last century in the less developed countries of Eastern Europe and on other continents as well. In the last decade of the 20th century network systems sales emerged in Croatia. As a way of retail sales, which is an alternative to the traditional retail competition, network marketing is interesting to final consumers who have the opportunity to buy high-quality, affordable products accompanied by an exceptional level of service by the dealer - an independent seller. As independent sellers organized into a network marketing, distributors have the ability to work and generate income by developing networked sales, notably creating and expanding their network of associates. Network marketing business model is applied in Lyoness Ltd. as well. This paper shows case analysis of the company