Strategic analysis of automobile sales industry in Republic of Croatia

Ovaj rad objašnjava i analizira strukturu industrije prodaje automobila u Republici Hrvatskoj kako bi se mogla identificirati adekvatna poslovna strategija. Ukoliko poduzeće želi opstati na tržištu, konkurentska prednost je neophodna, a imaju je samo ona poduzeća koja su bolja u odnosu na suparnike. Jaka diferencijacija i radikalna inovacija osnove su uspjeha na suvremenim tržištima odnosno poduzeće se može strateški orijentirati s obzirom na niske troškove ili jaku diferencijaciju te specifične i rijetke resurse kako bi ostvarilo održivu konkurentsku prednost. U radu su objašnjene osnovne strategije poslovanja poduzeća, vrste generičkih strategija i model pet konkurentskih sila te je definirana promatrana industrija, ključni čimbenici uspjeha u industriji i potencijali tržišnog rasta industrije. Temeljem istraživanja u ovom radu određen je stupanj privlačnosti industrije prodaje automobila u Republici Hrvatskoj i definirana su buduća kretanja u istoj. Ovaj rad ističe važnost pristupa informacijama, znanju i tehnologiji kao konkurentskim prednostima u svrhu opstanka i nadmetanja na tržištu u odnosu na druge suparnike.This paper analyses and explains the structure of car sales in Croatia so that an adequate structure can be installed. If a company wants to survive on the market, it is crucial that it has a comparative advantage, which is held by only those companies which are better than the competition. Strong diversification and radical innovations are the key basics of success on contemporary markets which means that a company is able to position itself according to lower expenses or specific diversification and rare resources in order to gain a comparative advantage. The paper explains the basic strategies of business, types of generic strategies and the five comparative forces model. It also defines the observed industry, key factors of success in the industry and the potential industry growth. Based on the research in this paper, the degree of attractiveness of the car sales industry in the Republic of Croatia is determined and future trends in the same are defined. This paper emphasizes the importance of access to information, knowledge and technology as comparative advantages for the purpose of survival and competition in the market compared to other competitor