| Abstract | Promišljanje o internacionalizaciji poslovanja uobičajena je pojava u procesu rasta i razvoja
poduzeća. Razlozi razmatranja internacionalizacije mogu biti različiti ovisno o stadiju razvoja
poduzeća, poslu kojim se bavi, tržištu s kojega dolazi itd. Neki od najčešćih razloga za
internacionalizacijom poslovanja jest mogućnost povećanja prihoda poduzeća, jačanje brenda,
stvaranje veće baze kupaca i sl.
Internacionalizacija poslovanja svakako je primamljiva opcija za mnoga poduzeća, no baš
iz tog razloga jako je važno kvalitetno odraditi proces planiranja kako bi se utvrdile sve
potencijalne koristi, ali i prijetnje za poduzeće. Drugim riječima, važno je znati koji je osnovni
razlog za širenjem poslovanja na strano tržište i što se time želi postići, koliko je tržište atraktivno
i koje su njegove specifičnosti, a zatim i kakva je poslovna klima, konkurencija na tržištu,
kulturološke različitosti u odnosu na postojeće tržište te mnogi drugi razlozi koji mogu direktno
ili indirektno utjecati na uspješnost poslovanja poduzeća.
S obzirom da je tržište Republike Hrvatske u svjetskim okvirima vrlo malo tržište ova tema
je posebno relevantna za brojna poduzeća koje svoju egzistenciju ostvaruju kroz
internacionalizaciju te zbog svih onih koji takve opcije tek razmatraju. No, Republika Hrvatska je
s druge strane, bez obzira na svoju veličinu, mnogima atraktivno tržište za ulaganje. Da to nije
tako samo kada je u pitanju turizam dokazuje i primjer poduzeća Work and Travel Group koje je
svoje poslovanje odlučilo proširiti upravo na tržištu Republike Hrvatske ocijenivši ga vrlo
atraktivnim. U tu svrhu proveden je osobni intervju s jednim od direktora poduzeća Work and
Travel Group, s kojim su dubinski ispitani motivi izlaska relativno malog poduzeća na strano
tržište, predviđene prijetnje, ali i potencijali. |
| Abstract (english) | Thinking about the process of internationalization is a common thing in the business
process of growth and development of a company. Reasons to consider internationalization can be
different depending on the stage of development of the company, core business, the market it
comes from, etc. Some of the most common reasons for business internationalization are, among
others, the possibility of increasing company revenue, strengthening the brand image, larger
customer base etc.
Business internationalization is certainly an attractive option for many companies, and for
that reason it is very important to do a good planning process to determine all the potential benefits
and potential threats to the company. In other words, it is important to know what is the main
reason for expanding business in a foreign market and what is the main goal, how attractive the
market is what are the main differences, how positive is the business climate, how strong is the
competition in the market, what are the cultural differences to the existing market among many
other reasons that can directly or indirectly affect the business performance of the company.
Having in mind that the market of the Republic of Croatia is very small comparing to other
markets, this topic is especially relevant for the numbers of companies that make their living
through internationalization and for all those who have just considered the possibility. But,
Republic of Croatia, on the other hand, regardless of its size, can bee seen as an attractive market
for many investors. That this is not the case only when it comes to tourism that is shown by the
example of the company Work and Travel Group, which decided to expand its business on the
market of the Republic of Croatia and evaluated it as very attractive. For that reason, personal
interview was conducted with one of the managers of the Work and Travel Group, in order to indepth
examine motives for entering a small company in a foreign market, and foresaw the threat,
but also the potential. |
