Strategijska analiza poduzeća Turisthotel d.d.

master's thesis

• Title (english): Strategic Analysis of company Turisthotel d.d.
• Author: Petra Mucić
• Mentor: Andrija Sabol (mentor)
• Committee member: Davor Zoričić (predsjednik povjerenstva)
• Committee member: Denis Dolinar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2020-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Značajna uloga turizma u hrvatskom gospodarstvu ogleda se kroz kontinuirani rast udjela tog gospodarskog sektora u hrvatskom BDP-u, što je kroz godine, postupno dovelo do pozicioniranja ključnih pitanja vezanih uz razvoj i održivost turizma u sam epicentar hrvatske politike i gospodarskog upravljanja i razvoja. Pitanje uspješnog razvoja turističke industrije za gospodarstvo Republike Hrvatske od iznimne je važnosti te se osim implementacije poticajnih mjera i politika potrebno fokusirati i na strateški razvoj ključnih aktera u turističkoj industriji kao direktnih nositelja budućeg rasta i razvoja industrije turizma.
U tu svrhu, predmet ovog diplomskog rada jest strategijska analiza poslovanja poduzeća Turisthotel d.d. te će se izabranim metodama i modelima strategijske i financijske analize donijeti zaključak o budućnosti predmetnog poduzeća i tržišnoj poziciji u okviru relevantne strategijske grupe u industriji turizma u Republici Hrvatskoj.
Cjelovitom analizom, kao i identificiranjem mogućih budućih razvojnih alternativa kako za predmetno poduzeće, tako i za poduzeća strategijske grupe kreirati će se okvir s potencijalnim smjernicama i alatima nužnim za daljnji uspješan razvoj turističke industrije i njeno repozicioniranje s obzirom na novonastale promjene i izazove uzrokovane pojavom COVID-19 pandemije. Poduzeća u turističkom sektoru koja spremno odreagiraju na izmijenjene obrasce potrošačkog ponašanja te utiliziraju sve dostupne resurse za prilagodbu poslovnih procesa novonastalim uvjetima stvoriti će čvrste temelje za uspješno prevladavanje trenutnih i budućih strategijskih lomova i izazova.

Abstract (english)

The significant role of tourism in the Croatian economy is reflected in the continuous growth of the sector related share in Croatian GDP, which over the years has gradually led to positioning key issues related to tourism development and sustainability in the epicentre of Croatian politics and economic development. The issue of successful development of the tourism industry for the Croatian economy is extremely important and besides focusing on the implementation of various incentives and policies it is necessary to highlight the strategic development of key players in the tourism industry, which will act as direct carriers of future growth and development of the tourism industry.
For this purpose, the subject of this thesis is a strategic analysis of Turisthotel d.d. which will be conducted by selecting and applying several methods and models of the strategic and financial analysis thus resulting in the conclusion about the prospective of the company and the market position within the relevant strategic group in the tourism industry in the Republic of Croatia.
A comprehensive analysis, as well as identifying possible future development alternatives for both the company and the strategic group will create a framework with potential guidelines and tools necessary for further successful development of the tourism industry and its repositioning in regards to new changes and challenges caused by COVID -19 pandemic. Companies in the tourism sector that are ready to respond to changing patterns of consumer behaviour and utilize all available resources to adapt business processes to new conditions will create a solid foundation needed for overcoming the current and future strategic breaks and challenges.

• Keywords: Strategijska analiza; turizam; razvoj; Turisthotel d.d.; Covid-19; strategijski lomovi
• Keywords (english): Strategic analysis; tourism; development; Turisthotel d.d.; Covid-19; strategic break
• Language: croatian
• URN:NBN: urn:nbn:hr:148:307036
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2020-09-30 14:24:57