STRATEGIJA MALOPRODAJE PODUZEĆA "BOROVO" d.d.

• Main Author: Bijelonjić, Ivona
• Other Authors: Nedović, Mirjana
• Format: Bachelor Thesis
• Language: Croatian
• Published: Veleučilište "Lavoslav Ružička" u Vukovaru. Poslovni odjel. 2017
• Subjects: maloprodaja; strategija maloprodaje; Borovo d.d; obućarska industrija; asortiman; tržište Republike Hrvatske; retail; retail strategy; Borovo PLC; Footwear manufacturing company; selection; Croatian market; DRUŠTVENE ZNANOSTI. Ekonomija; SOCIAL SCIENCES. Economics; Rata; sami
• Online Access: https://repozitorij.vevu.hr/islandora/object/vevu:224; https://urn.nsk.hr/urn:nbn:hr:150:042992; https://repozitorij.vevu.hr/islandora/object/vevu:224/datastream/PDF

Borovo d.d. proizvodi cipele u Hrvatskoj više od 80 godina, te je kroz taj dug period poduzeće prošlo razne ekonomske krize, smjene političkih modela i Domovinski rat. Poduzeće je u vlasništvu države i trenutno se bori sa nedostatnim financijskim sredstvima koji koče daljnji razvoj. Unazad par godina Borovo je ponovno populariziralo Startasice, kultne tenisice koje se danas mogu dizajnirati po želji pojedinačnog kupca. Osim, startasica asortiman je proširen i novim kolekcijama The Big Blue, My Ballerinas, Borominas i Borosane. Borovo danas ima 89 poslovnica diljem Hrvatske, a najviše ih se nalazi upravo u Slavoniji. Najvažnije maloprodajne strategije Borova su strategije instrumenata, odnosno asortimana, cijene i promocije, te na tome temelji svoju konkurentsku prednost. U radu obraditi ćemo strategiju maloprodaje općenito i bazirati se na Borovo prije Domovinskog rata i nakon , njegov sami početak i njegov opstanak nakon svih nedaća koje su ga zadesile sve ove godine postojanja. Njegovu strategiju prodaje i najbolje proizvode koje imaju i koje su modernizirali s vremenom u kojem živimo. Borovo PLC makes shoes in Croatia for more then 80 years, and throughout that long period of time the company went through various economical crisis, shifting of political systems and Croatian War of Independence. The company is in the ownership of the country and is currently fighting with rather small financial resources which prevent further development. In the last few years, Borovo has made Startasice popular again, famous sneakers which can be custom made for customers. Besides Startasice, selection is expanded with new colections The Big Blue, My Ballerinas, Borominas and Borosane. Nowadays, Borovo has 89 shops across Croatia, most of them in Slavonija. Most important strategies of the company are marketing strategy of instruments, price and advertising, and on those things they found their advantage over competition. We will go trough retail strategy in general and focus on Borovo before and after the war, its beginnings and its survival trough all the horrible things happened to it. Borovo's sale strategy and all the best product they have and which they modernize up to date.