Strategija strateškog zaokreta kao odgovor na krizu uzrokovanu COVID-19 pandemijom

master's thesis

• Title: Strategija strateškog zaokreta kao odgovor na krizu uzrokovanu COVID-19 pandemijom : UVOD
• Title (english): Strategy of strategic turnaround as the response to the crisis caused by COVID-19 pandemic
• Author: Vedran Lukec
• Mentor: Darko Tipurić (mentor)
• Committee member: Domagoj Hruška (predsjednik povjerenstva)
• Committee member: Lana Cindrić (član povjerenstva)
• Committee member: Darko Tipurić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Kriza može pogoditi bilo koje poduzeće bez obzira na veličinu i na vrijeme. Najčešće, poslovna se kriza očituje padom poslovanja poduzeća, propuštanjem prilika na tržištu, lošom radnom klimom i slabom motivacijom djelatnika, što uzrokuje i smanjenu produktivnost. Najvažniju ulogu u svladavanju krize i u uvođenju promjena u poslovanje ima krizni menadžment koji predstavlja sve aktivnosti kojima se nastoje staviti pod kontrolu situacije opasne po opstanak poduzeća te provesti mjere za očuvanje i osiguranje temeljnih ciljeva poduzeća. Strateški zaokret proces je posvećen obnovi i rekonstrukciji poduzeća i koristi analizu i planiranje kako bi se poduzeća s problemima u poslovanju vratila u normalno stanje i kako bi im se pružila ponovna solventnost te kako bi se identificirali razlozi lošeg poslovanja i krenulo na ispravljanje istih. Kako bi se utvrdilo zašto poduzeće ne posluje optimalno u upravljanje strateškim zaokretom uključen je i pregled trenutnog menadžmenta, korijensku analizu uzroka kvarova te SWOT analizu. Nakon provođenja navedenih analiza, izrađuje se plan rekonstruiranja kao i dugoročni strateški plan poduzeća. Ovisno o jačini krize kojom je poduzeće pogođeno, ovi planovi mogu uključivati i plan stečaja. Nakon odobrenja, menadžeri koji su zaduženi za provođenje zaokreta počinju provoditi plan uz neprestanu analizu trenutnog stanja, a po potrebi taj plan i mijenjaju, sve u svrhu povratka poduzeća u stanje normalnog poslovanja. U ovom radu napravljena je analiza strategije strateškog zaokreta kao odgovor na krizu uzrokovanu COVID-19 pandemijom u promatranom „Poduzeću X“ koje je ove godine udružilo snage s jednim od najpoznatijim automobilskim brendom u svijetu. Time je stvorena nova automobilska i tehnološka kompanija s potencijalom da bude jedan od predvodnika u proizvodnji električnih super-automobil

Abstract (english)

A crisis can affect any company regardless of its size and timing. Most often, the business crisis is manifested by the non-functionality of the company's operations, missed market opportunities, poor working climate, poor employee motivation, which causes reduced productivity. The most important role in overcoming the crisis and in introducing changes in business is played by crisis management. Crisis management represents all activities that seek to control the situation dangerous to the survival of the company and implement measures to preserve and ensure the basic goals of the company. The turnaround management process is dedicated to enterprise renewal. It uses analysis and planning to save troubled companies and bring them back to solvency, and to identify the reasons for market failure and correct them. Turnaround management includes a management review, analysis of the causes of failures and a SWOT analysis to determine why the company is failing. Once the analysis is complete, a long-term strategic plan and restructuring plan are developed. These plans may or may not include bankruptcy. Once approved, turnaround experts begin implementing the plan, constantly reviewing its progress and changing the plan as needed to ensure the company returns to solvency. This paper analyzes the strategy of the strategic turnaround in response to the crisis caused by the COVID-19 pandemic in the observed "Company X", which this year joined forces with one of the most famous car brand in the world. This created a new automotive and technology company with the potential to be one of the leaders in the production of electric supercars.

• Keywords: COVID-19 pandemija; krizni menadžment; poslovna kriza; simptomi poslovne krize; strategija strateškog zaokreta
• Keywords (english): COVID-19 pandemic; crisis management; business crisis; symptoms of business crisis; strategy of corporate turnaround
• Language: croatian
• URN:NBN: urn:nbn:hr:148:672625
• 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 students and staff of home institution
• Created on: 2021-09-29 09:00:47