STRUCTURAL ANALYSIS OF CEMENT INDUSTRY IN CROATIA USING PORTER’S MODEL OF FIVE COMPETITIVE FORCES

U radu su prikazani rezultati analize cementne industrije u Hrvatskoj provedene prema Porterovu modelu pet konkurentskih sila. Metodološki pristup temeljen je na prikupljanju i obradi relevantnih sekundarnih podataka te na provedenom primarnom istraživanju u kojemu je korištena metoda anketiranja. Prema rezultatima kvantitativnog primarnog istraživanja, intenzitet konkurentskih sila u cementnoj industriji u Hrvatskoj je slab do srednji, što tu industriju čini srednje privlačnom. To je posljedica srednje do jake pregovaračke moći kupaca, intenziteta suparništva među postojećim konkurentima koji je ocijenjen srednjim, pregovaračke moći dobavljača koja je ocijenjena srednjom te nisko ocijenjene prijetnje od zamjenskih proizvoda i niske ocijenjene prijetnje od ulaska novih konkurenata. Analiza sekundarnih podataka potvrđuje takve nalaze. Na temelju rezultata analize industrijske strukture u cementnoj industriji u Hrvatskoj, prepoznat je niz strateških inicijativa za poboljšanje atraktivnosti cementne industrije i položaja poduzeća u toj industriji: osiguravanje kontinuiteta visoke kvalitete proizvoda, poboljšanje troškovne učinkovitosti, investiranje u novu tehnologiju, razvijanje partnerskih odnosa s kupcima i dobavljačima, jačanje logistike i vlastitih kanala distribucije te suradnja s državnim tijelima.The paper presents the results of an analysis of the cement industry in Croatia by using the Porter’s model of five competitive forces. The methodological approach is based on collecting and processing relevant secondary data and on conducting primary research by using the survey method. Based on the results of quantitative research, the intensity of competitive forces in the cement industry in Croatia is rated weak to moderate which makes the industry averagely attractive. This is the result of the bargaining power of buyers which is rated medium to strong, of the intensity of rivalry among existing companies which is rated medium, of the bargaining power of suppliers which is rated medium, of the low-rated threat of substitute products or services and of the low-rated risk of potential entrants. The analysis of secondary data confirms such results. Based on the results of the analysis, important strategic initiatives are identified for improving the industrial structure and competitive position of companies in the Croatian cement industry: continuity of high quality products, cost efficiency, investing in new technology, partnerships with customers and suppliers, strengthening logistic activities and own distribution channels, and cooperating with government bodies