| Abstract | Ovaj rad istražuje strategiju internacionalizacije aplikacije FinFairy i njezine prednosti na međunarodnom tržištu. U uvodu su definirani problem, predmet istraživanja, hipoteza, svrha, cilj, znanstvene metode i struktura rada. Zatim je prikazana teorijska osnova strategija internacionalizacije poslovanja, s fokusom na implementaciju aplikacija na međunarodno tržište. Slijedi teorijski aspekt financijske pismenosti, umjetne inteligencije i digitalizacije u financijskom sektoru. Analizirani su međunarodni trendovi u području aplikacija i umjetne inteligencije, posebice u području financija. Slijedi obrada start-up poduzeća s SWOT analizom, SMART ciljevima, strategijom pozicioniranja i segmentacijom tržišta. Nakon toga je detaljno prikazana aplikacija FinFairy, njezini konkurenti i strategija marketing miksa. Na kraju je predstavljena perspektiva razvoja aplikacije, istaknut njezin potencijal te je donesen zaključak koji sažima ključna saznanja i potvrđuje temeljnu hipotezu. |
| Abstract (english) | This master thesis explores the internationalization strategy of the FinFairy application and its advantages in the international market. The introduction defines the problem, research subject, hypothesis, purpose, goal, scientific methods, and the structure of the thesis. The theoretical foundation of international business strategies is then presented, with a focus on the development and implementation of applications in the international market. It also covers the theoretical aspects of financial literacy, artificial intelligence, and digitalization in the financial sector. International trends in the field of applications and artificial intelligence, especially in finance, are analyzed. Next, a start-up company is discussed, including a SWOT analysis, SMART goals, positioning strategy, and market segmentation. Subsequently, a detailed presentation of the FinFairy application, its main competitors, and the marketing mix strategy is provided. Finally, the perspective of application development is presented, highlighting its potential, followed by a conclusion summarizing key findings and confirming the fundamental hypothesis. |
| Study programme | Title: Business economics; specializations in: Finance, Entrepreneurship, Management, Finance and Accounting, Marketing, International Business, IT Business
Course: International Business
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra ekonomije (sveučilišni/a magistar/magistra ekonomije) |
