| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 100 === This paper provides strategic analysis of the Croatian retail market based upon SWOT analysis and five forces model of Porter (1980). Main target of the analysis are five FMCG retailers in Croatian market with biggest market share according to its revenues. This analysis considers changes in the retail environment and highlights their importance for retailing strategies. Many observations indicate that Croatian retailing has been developing along the familiar lines found in other EU member states and European countries in transition. In Croatia, as well as in other European countries, there have been strong tendencies towards concentration, modernization, diversification and the standardization of business practices. New formats, organizational structures and management practices are being implemented rapidly. As large companies have expanded fast, traditional retailing has been slowly replaced by modern and better-organized distribution. However, Croatia is a part of world and European trends, which in 2008 resulted in certain disturbances in the market and price growth as a consequence of global trends. That initiated changes in consumer structure and behavior.
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