Strateško planiranje u proizvodno - trgovačkom poduzeću

undergraduate thesis

• Author: Ana Zečić
• Mentor: Mirjana Hladika (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Accounting); Zagreb
• Defense date and country: 2021-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Planiranje poslovanja u svakome poduzeću od presudne je važnosti za održivost i uspješnost poslovanja. Prikazuje pravu viziju budućeg poslovanja poduzeća kao i mogućnost praćenja trenutnog položaja i stanja. Vlasnicima poduzeća u planu je kvalitetno izvršiti svaki potez znajući pri tome da su prethodno uložili velik trud u procesu planiranja. Samo sigurnim i pametnim poslovanjem stiže se do zadanog cilja te se otvara mogućnost za daljnjim napredovanjem. Poduzeće „Eurocom d.o.o.“ prepoznato je kao važna regionalna tvrtka u proizvodno – trgovačkoj branši, svojim asortimanom pokriva cijelo hrvatsko tržište, a posluje sa svim renomiranim domaćim i stranim veleprodajnim i maloprodajnim lancima. Poduzeće je ostvarilo veliki uspjeh te ga i danas nastoji nadmašiti podizanjem ljestvice. U nastavku rada obrazložit će se učinkovitost poduzeća pri strateškom planiranju. Svrha je izrade ovog završnog rada identificirati koliko dobro postavljeni i koncipirani planovi mogu pozitivno utjecati na poslovanje poduzeća pri čemu je dan primjer poduzeća „Eurocom“ d.o.o. Ako poduzeće želi osigurati prednost u odnosu na konkurente, ono mora imati kvalitetno osmišljenu strategiju. Opće je poznato kako bez konkurencije nema prave strategije. Strategija uključuje ciljeve, aktivnosti, politiku i planove, kao i obrasce ponašanja poduzeća u samoj interakciji s okolinom. Također, strategija odgovara na pitanja: Tko su ciljni kupci? Koje proizvode i usluge treba pružati? Kako na efikasan i inovativan način nuditi proizvode i usluge ciljnim kupcima? Sav trud i napor kad tad dolazi na vidjelo odnosno pravi kupci ga znaju prepoznati i kao znak zahvalnosti opet će se vratiti. Samo poduzeća s čvrstim temeljima i konstantnim napredovanjem mogu gledati ka nekoj boljoj i svjetlijoj budućnosti. Glavni i osnovni cilj završnog rada jest izraditi strateški plan poduzeća „Eurocom“ d.o.o., Zagreb. Sukladno je tome cilj rada potkrijepiti tvrdnju kako je funkcija planiranja presudan čimbenik za kvalitetno i uspješno poslovanje svakoga poduzeća. Rad nastoji prikazati koje ciljeve i projekte poduzeće planira ostvariti kako bi i dalje zadržalo tržišnu poziciju među konkurentima. Veliki utjecaj na tržišnu poziciju ima vremenski period u kojem se odvija planiranje uz evaluaciju unutarnjih snaga i slabosti te analizu vanjske okoline. Teorijski ciljevi istraživanja prikazani su kroz definiranje pojma planiranja, važnosti, vrsta planiranja, koraka u tome procesu te strateške analize poslovnog okruženja. Praktični dio obuhvaća osnovne podatke o poduzeću „Eurocom“ d.o.o., njihovu misiju, viziju i strategiju poduzeća. U nastavku se izrađuje SWOT analiza i strateški plan poduzeća. Koncept izrade završnog rada temelji se na proučavanju dostupne stručne literature, knjiga i udžbenika, znanstvenih i stručnih članaka te interneta. Praktični dio rada bazira se na intervjuu s djelatnicima pojedinog odjela u poduzeću.

Abstract (english)

Business planning in any enterprise is crucial for the sustainability and success of the business. It shows us a true vision of the future business of the enterprise as well as the ability to monitor the current position and condition. Business owners plan to make every move with quality, knowing that they have previously invested a lot of effort in the planning process. Only safe and smart business reaches the set goal and opens the possibility for further progress. The enterprise "Eurocom d.o.o." is recognized as an important regional enterprise in the production and trade industry, its range covers the entire Croatian market, and does business with all reputable domestic and foreign wholesale and retail chains. The enterprise has achieved great success so far and is still trying to surpass it by raising the bar. The continuation of the work will show their effectiveness in strategic planning. The purpose of this final paper work is to identify how well set and conceived plans can positively affect the business of the enterprise "Eurocom" d.o.o. If a enterprise wants to provide an advantage over competitors, it must have a well-designed strategy. It is common knowledge that without competition there is no real strategy. The strategy includes goals, activities, policies and plans, as well as patterns of behavior of the company in the very interaction with the environment. Also, a strategy answer the questions: Who are the target customers? What products and services should we use? How should these products and services be offered to target customers in an efficient and innovative way? All the effort and hard work eventually comes to light, real customers know how to recognize it and as a sign of gratitude they will come back again. Only enterprises with solid foundations and constant progress can look to a better and brighter future. The main and basic goal of the final paper work is to present the strategic business planning in the enterprise "Eurocom" d.o.o., Zagreb. Support the claim that the planning function is a crucial factor for quality and successful business of any enterprise. This work seeks to show what goals and projects the enterprise plans to achieve in order to continue to maintain a market position among competitors. Also, the time period in which the planning takes place is taken into account, with the evaluation of internal strengths and weaknesses and the analysis of the external environment. Theoretical goals are presented through defining the concept of planning, its importance, type of planning, steps in the process and strategic analysis of the business environment. The practical part includes basic information about the company "Eurocom" d.o.o., their mission, vision and strategy of the enterprise. The SWOT analysis and strategic plan of the enterprise are prepared below. The concept of the final paper work is based on the study of available professional literature, books and textbooks, scientific and professional articles and the Internet. The practical part of the final paper work is based on the methods of talking to employees of each department in the enterprise

• Keywords: strategija; planiranje; poslovanje; poduzeće.
• Keywords (english): Strategy; planning; business; enterprise.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:514789
• Study programme: Title: Business economy; specializations in: Trade business, Tourism business, Accounting and financial business; Course: Accounting and financial business; Study programme type: professional; Study level: undergraduate; Academic / professional title: Stručni prvostupnik (Stručni prvostupnik)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-09-23 12:47:14