Naslov
STRATEGIC ANALYSIS OF CROATIAN COSMETICS INDUSTRY

Autori
Daraboš, Maja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development / Filipović, Davor ; Goltnik Urnaut, Anita - Varaždin : Varazdin development and Entrepreneurship Agency, Varazdin, Croatia ; Faculty of Commercial and Business Sciencies, Celje, Slovenia, 2013, 951-960

ISBN
978-961-6825-73-3

Skup
2nd International Scientific Conference

Mjesto i datum
Pariz, Francuska, 05.04.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Cosmetic industry; Industry analysis; Industry profitability; Strategy

Sažetak
Firms have to develop their strategies based on market and competition analysis. Key premise of shaping firm strategy is industry analysis. Michael Porters’ five competitive forces model of industry analysis provides an insight into the effect that forces like supplier power, buyer power, threat of substitution, barriers to entry, and internal rivalry have on competitive intensity and profitability of cosmetic industry in Croatia. The profit potential of the industry is defined by the interaction of all competitive forces. Porter's five competitive forces model highlights how each of the five forces is not equally important, but it should be noted that it can help the firm to better understand the environment in which it operates, as well as its advantages and disadvantages, that enables the firm to affect its long-term profitability. Based on the strategic analysis it can be concluded that the key factor of success in Croatia, but also in Europe, including the global cosmetics industry, lies precisely in the power of having strong recognizable and established brands, which also affects the loyalty of customers. This fact is confirmed by the results of an empirical study that showed that the most important factor that contributed to the success at the cosmetic market is existence of strong and recognizable brand. The analysis showed that the cosmetic market in Croatia is attended by the numerous competitors, but with the presence of a few dominant industrial participants, which shows how competitors are not nearly equal in size and power. The research results showed that the profit potential of cosmetic industry in Croatia, as well as its prospects for the next five years, is not showing so great profit. Although there is the expected growth in the following years, which will certainly be moderate and slow.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA