| Abstract | Kroz ovaj rad detaljno je opisan strateški menadžment i strateška analiza. Istaknuta je važnost i uloge strategije koja nam daje odgovor na pitanje u kojem smjeru želimo ići i kako tamo stići. Određivanje strategije nije nimalo lagan zadatak, to je plan koji sadrži sve glavne organizacijske ciljeve, politike i aktivnosti koje su povezane u jednu cjelinu. Definiran je strateški menadžment i opisan proces njegovog provođenja. Strateški menadžment je dugotrajan i kontinuiran proces koji se odvija pararelno sa svim ostalim aktivnostima u poduzeću. Velik dio rada obuhvatila je strateška analiza, definicija, struktura, uloga i primjer.
Strateška analiza je provedena na knjigovodstvenom servisu, poduzeću Colloco. Poduzeće je ukratko opisano, njegov rad, poslovni rezultat, djelatnost, kultura, zaposlenici i organizacija. Provedene su analize opće i poslovne okoline, zainteresiranih, konkurencije i profila sposobnosti (profil sposobnosti menagementa i konkurentske sposobnosti). Kroz analize su utvrđene brojne prednosti i poneki nedostatci, na kojima poduzeće treba raditi. Iz rada se može vidjeti koliko je strateška analiza bitna i kako može pomoći svakom poduzeću u ostvarivanju njihovih ciljeva. Poduzeće Colloco je uspješno poduzeće ali strateškom analizom smo ipak utvrdili da postoje neki segmenti koje je potrebno nadograditi, poboljšati, razviti i razmotriti. Poduzeće uvijek može napredovati i uvijek postoje segmenti koje možemo popraviti. Treba slušati potrebe i želje kupaca i korisnika naših usluga. Konkurencija je također vrlo važna, na nju uvijek trebamo obratiti pozornost a nikako ignorirati. Svako poduzeće treba pratiti promjene koje se događaju na tržištu i njegovoj okolini i sukladno tim promjenama reagirati. Korisnicima trebamo nuditi što bolje, inovativnije, brže i naprednije usluge u ovom dinamičnom okruženju, upravo zbog toga je potrebno pratiti konkurenciju. Promjene u okolini ne mogu se uvijek predvidjeti, zato postoji strateška analiza koja nam pomaže da se pripremimo i eliminiramo što više nedostataka kako bi bili spremniji reagirati. |
| Abstract (english) | Through this paper it can be noticed a detailed description of strategic management and strategic analysis. Important role of strategy is stressed and it gives us the answer to the question in which direction company wants to go and how to get there. Defining the organization´s strategy is not an easy task, it is a plan that includes all major organizational goals, policies and activities which are connected into a single unit. Strategic management is defined along with it´s implementation process. Strategic management is a long and continuous process that takes place simultaneously with all the other activities inside the company. Great part of the work includes strategic analysis, definition, structure, role and example from practice.
Strategic analysis is conducted on accounting service from company Colloco. Company is briefly described along with it´s work, business results, activities, culture, employees and organizations. Analyses were performed about general and business environment, stakeholders, competition and profile capabilities (profile skills of management, and competitive ability). Through these analysis, a number of advantages and some disadvantages on which company should work were identified. From this paper, it can be seen how strategic analysis is important and how it´s proper usage can help every company in achieving their goals. The company Colloco is successful company but through strategic analysis it was discovered that there are some segments that need to be upgraded, improved, developed and considered. The company can always move forward and there are always segments that we can fix. Every company should listen the needs and desires of customers and users of their services. Competition is also very important, organization needs to pay additional attention instead of ignoring them. Every company needs to monitor changes occurring in the market and its surroundings and react according to these changes. Company needs to provide it´s users better, more innovative, faster and more advanced services in this dynamic environment, which is why it is necessary to follow the competition. Changes in the company´s environment cannot always be predicted, and that´s where a strategic analysis can be useful, because it can help a company to prepare and eliminate as many shortcomings to be ready to react. |
