20.500.12556/DKUM-58229 ANALIZA PRIVLAČNOSTI HRVAŠKEGA POSLOVNEGA OKOLJA ZA LEPOSLOVNO KNJIŽNO DELO [PSI] THE ANALYSIS OF ATTRACTIVENESS OF CROATIAN BUSINESS ENVIRONMENT FOR LITERARY WORK [PSI] Knjiga [psi], ki je nastala pod okriljem podjetja DCC marketing d.o.o., je v Sloveniji dosegla velik prodajni uspeh. V želji, da bi podaljšali življenjski cikel izdelka, ki se mu v Sloveniji izteka, se je podjetje odločilo za prodajo knjige v tujini. Najbolj zanimiv trg za internacionalizacijo bi za podjetje bil hrvaški trg. V diplomski nalogi smo ugotavljali ali je hrvaško poslovno okolje privlačno za leposlovno knjižno delo [psi]. V ta namen smo analizirali politično, ekonomsko, družbeno-kulturno, pravno in tržno okolje Hrvaške, proučili motive podjetja DCC marketing d.o.o. za internacionalizacijo ter naredili SWOT analizo podjetja. Podrobneje smo tudi predstavili podjetje DCC marketing d.o.o. in knjigo [psi]. Na podlagi celotne analize smo ugotovili, da hrvaški trg za leposlovno knjižno delo [psi] ni privlačen. Bralna kultura Hrvatov je namreč nizka, prav tako tudi njihova kupna moč, prodaja knjig na hrvaškem trgu pa ni med najdonosnejšimi dejavnostmi v državi. Zato dvomimo, da bi podjetje DCC marketing d.o.o. s knjigo [psi] ponovilo prodajni uspeh na slovenskem trgu. Book [psi], which was created under the auspices of the company DCC marketing d.o.o., has achieved great sales success in Slovenia. The company has decided to sell the book abroad to prolong the life cycle of the product, which is expiring in Slovenia. Croatian market would be the most interesting market for the internationalization of the company. In our thesis we have established if the Croatian business market is attractive for literary work [psi]. For this purpose we have analyzed the political, economic, socio-cultural, legal and market environment in Croatia, studied the motives of the company DCC Marketing d.o.o. for internationalization and did the SWOT analysis of the company. We have also presented the company DCC marketing d.o.o. and the book [psi] in more detail. Based on the overall analysis, we came to the conclusion that the Croatian market is not attractive for literary work [psi]. Reading culture in Croatia is low, as well as their purchasing power and the book sales in Croatia is not among the most profitable activities in the country. Therefore we are doubtful that the company DCC marketing d.o.o. will repeat the same sale success of the book [psi] as on the Slovenian market. mednarodno poslovno okolje analiza trga SWOT analiza knjižni trg Hrvaška. international business environment market analysis SWOT analysis the book market Croatia. true true false [K. Germ] Slovenski jezik Angleški jezik Diplomsko delo 2016-04-11 18:38:54 2016-06-17 10:50:25 2022-06-16 03:07:25 2019-07-11 10:32:35 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.5 12334108 URN:SI:UM:DK:UMRWRSCO UN_Germ_Kaja_2016.pdf UN_Germ_Kaja_2016.pdf 1 5AA0AA1B515EF52A98ADEE4D141F7504 7d83eab763855a52c78706560e3251c404edc59ec0ee54bc8a9167c0523782f8 1d6f17de-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=89704 Ekonomsko-poslovna fakulteta 0 0 0