| Sažetak | Tema rada o marketinškim aspektima upravljanja logistikom u drvnoj industriji istražuje se i obrađuje u nekoliko koraka, uvažavajući i primjenjujući metodološke postupke, uz korištenje relevantne stručne i znanstvene literature. Sadržajem rad se sastoji od uvodnog dijela u kojem se definira predmet, svrha, cilj i metodologija istraživanja. Zatim, tema se sadržajno obrađuje putem naslova: Drvna industrija u Republici Hrvatskoj i Europskoj uniji, Logistika kao instrument marketinga, Upravljanje logistikom u drvnoj industriji – studija slučaja uz podnaslove: Dolazna logistika, Interna logistika i Odlazna logistika, te Zaključak. Cilj i svrha rada je istražiti postupak upravljanja logistikom u proizvodnom poduzeću u sektoru drvne industrije kako bi se povezala teorijska i praktična znanja. Predmet rada je istražiti marketinške aspekte upravljanja logistikom u drvnoj industriji na promatranom području Republike Hrvatske, kako bi se u sklopu marketinške koncepcije u poslovanju maksimizirali učinci poduzeća i kreirala tržišna vrijednost, proces dolazne, interne i odlazne logistike koji je prikazan u studiji slučaja na primjeru poduzeća u drvno-prerađivačkoj industriji. Poduzeće je primjer dobre prakse u Republici Hrvatskoj i Europskoj uniji, izvozno orijentirano, proizvođač je drvnih proizvoda za trgovinu na veliko i za trgovinu na malo. U metodologiji istraživanja primjenjuje se povijesna metoda, metoda klasifikacije, generalizacije i specijalizacije, zatim, koristi se analiza, sinteza, kompilacija i deskriptivna statistička analiza, te ostale znanstvene metode. Sekundarni podaci prikupljani su putem dostupnih internetskih podataka, stručne i znanstvene domaće i inozemne literature i ostalih publikacija. Rad se temelji na sekundarnim izvorima podataka. Primarni podaci su prikupljeni putem intervjua s top menadžmentom u promatranom poduzeću. Primarne aktivnosti koje ostvaruju krajnji cilj poduzeća, odnosno profit, su ulazna logistika, operacije, izlazna logistika, marketing i prodaja, i usluge. Objedinjeni napori opskrbnog lanca prikazuju maksimiziranje ukupne generirane vrijednosti, koja je razlika između vrijednosti finalnog proizvoda za kupca i napora koji opskrbni lanac utroši u ispunjavanju zahtjeva kupca. Kako bi poduzeće bilo profitabilno potrebno je uspješno primijeniti marketinške napore putem instrumenta logističkog upravljanja procesima u poduzeću. |
| Sažetak (engleski) | The topic of the paper on marketing aspects of logistics management in the wood industry is researched and processed in several steps, respecting and applying methodological procedures, and using relevant professional and scientific literature. The content of the paper consists of an introductory part which defines the subject, goal and methodology of research, then, titles: Wood industry in the Republic of Croatia and the European Union, Logistics as a marketing instrument, Logistics management in the wood industry - a case study with subheadings: Incoming logistics, Internal Logistics and Outbound Logistics, and Conclusion. The aim and purpose of the paper are to investigate the process of logistics management in a manufacturing company in the wood industry sector in order to connect theoretical and practical knowledge. The subject of this paper is to investigate marketing aspects of logistics management in the wood industry in the observed area of the Republic of Croatia, in order to maximize the effects of the company and create market value, the process of incoming, internal and outgoing logistics presented in the case study in the wood processing industry. The company is an example of good practice in the Republic of Croatia and the European Union, export-oriented, and is a manufacturer of wood products for wholesale and retail trade. The research methodology uses the historical method, the method of classification, generalization and specialization, then, analysis, synthesis, compilation and descriptive statistical analysis, and other scientific methods. Secondary data were collected through available online data, professional and scientific domestic and foreign literature and other publications. The paper is based on secondary data sources. Primary data were collected through interviews with top management in the observed company. The primary activities that achieve the ultimate goal of the company, ie profit, are inbound logistics, operations, outbound logistics, marketing and sales, and services. The combined supply chain efforts maximise the total value generated, which is the difference between the value of the final product for the customer and the effort the supply chain expends to meet customer requirements. In order for a company to be profitable, it is necessary to successfully apply marketing efforts through the instrument of logistics process management in the company. |
