prikaz prve stranice dokumenta Ansoff matrica
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master's thesis
Ansoff matrica
2024. urn:nbn:hr:143:948452
Jurišić, Anamaria
Šibenik University of Applied Sciences
Management

Cite this document

Jurišić, A. (2024). Ansoff matrica (Master's thesis). Šibenik: Šibenik University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:143:948452

Jurišić, Anamaria. "Ansoff matrica." Master's thesis, Šibenik University of Applied Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:143:948452

Jurišić, Anamaria. "Ansoff matrica." Master's thesis, Šibenik University of Applied Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:143:948452

Jurišić, A. (2024). 'Ansoff matrica', Master's thesis, Šibenik University of Applied Sciences, accessed 05 April 2025, https://urn.nsk.hr/urn:nbn:hr:143:948452

Jurišić A. Ansoff matrica [Master's thesis]. Šibenik: Šibenik University of Applied Sciences; 2024 [cited 2025 April 05] Available at: https://urn.nsk.hr/urn:nbn:hr:143:948452

A. Jurišić, "Ansoff matrica", Master's thesis, Šibenik University of Applied Sciences, Šibenik, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:143:948452

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Metadata
TitleAnsoff matrica
Title (english)ANSOFF MATRIX - EXAMPLE
AuthorAnamaria Jurišić
MentorAna Udovičić (mentor)
Committee memberJelena Žaja (predsjednik povjerenstva)
Committee memberAnita Grubišić (član povjerenstva)
Committee memberAna Udovičić (član povjerenstva)
GranterŠibenik University of Applied Sciences
(Management)
Šibenik
Defense date and country2024-10-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U radu se analizira primjena Ansoffove matrice kao strateškog alata na primjeru Ubera, s posebnim fokusom na razumijevanje strategija poslovnog rasta. Predmet analize je prikaz četiriju ključnih strategija iz Ansoffove matrice, a to su osvajanje tržišta, razvoj proizvoda, razvoj tržišta i diversifikacija te njihova implementacija u Uberov poslovni model. Cilj rada je pokazati kako je Uber ovim strategijama postigao globalni rast i postao lider u sektoru mobilnosti. Cilj je također ukazati na... More važnost Ansoffove matrice kao jednog od najvažnijih alata strateškog planiranja koji tvrtkama omogućuje odabir optimalnog smjera rasta. Primjer Ubera jasno pokazuje kako se svaka od strategija može prilagoditi specifičnim tržišnim uvjetima i poslovnim ciljevima. U radu se ističu i kritike Ansoffove matrice, posebice zbog nejasnoće koncepta novog proizvoda i potencijalnog preklapanja između strategija razvoja proizvoda i diverzifikacije. Kritike sugeriraju da treba biti oprezan pri tumačenju i primjeni matrice u praksi. Iako je Ansoffova matrica podložna kritici, ona ostaje jedan od najvažnijih alata za strateško upravljanje rastom tvrtke, što dokazuje i primjer globalnog širenja Ubera. Less
Abstract (english)
The paper analyzes the application of the Ansoff matrix as a strategic tool on the example of Uber, with a special focus on understanding business growth strategies. The subject of the analysis is the presentation of four key strategies from Ansoff's matrix, namely market conquest, product development, market development and diversification, and their implementation in Uber's business model. The aim of the work is to show how Uber achieved global growth with these strategies and became a... More leader in the mobility sector. The aim of the paper is to point out the importance of the Ansoff matrix as one of the most important strategic planning tools that enables companies to choose the optimal direction of growth. The example of Uber clearly shows how each of the strategies can be adapted to specific market conditions and business goals. The paper highlights the criticisms of Ansoff's matrix, especially due to the vagueness of the new product concept and the potential overlap between product development and diversification strategies. Criticisms suggest that caution should be exercised when interpreting and applying the matrix in practice. Although Ansoff's matrix is subject to criticism, it remains one of the most important tools for the strategic management of company growth, as evidenced by the example of Uber's global expansion. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:143:948452
Study programmeTitle: Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica menadžmenta (stručni/a specijalist/specijalistica menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-11-27 08:43:42
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