engleski

Competitive Enviroment - Development moderator of Petroleum Products Retailing in Croatia

Purpose of the paper - The liberalization of retailing market of petroleum products in Croatia has been proceeding slowly, with the increase of the number of foreign participants entering the market. The home-company INA, Plc, which the major part is owned by the State, dominates the market. Although INA, Plc. has a long-term presence, the foreign participants (OMV, MOL, and Petrol) have succeeded in getting new attractive locations because of inefficient retail strategy of INA. Objectives of the paper are two folds - to analyze the attractiveness of the Croatian petroleum products retailing industry using Porter’ s Five Forces Model with detailed analyses of each force and to identify the key factors necessary for the success of the Croatian industry of petroleum products retailing.

competition; petroleum products; retailing; marketing strategies

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