Strategije konsolidacije i obnavljanja poduzeća u industriji pripremanja i posluživanja pića u uvjetima COVID-19 pandemije

master's thesis

• Title (english): Strategies of consolidation and renewal of companies in the beverage preparation and serving industry under the conditions of the COVID-19 pandemic
• Author: Karla Zebić
• Mentor: Domagoj Hruška (mentor)
• Committee member: Ana Krajnović (predsjednik 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: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Kriza je iznenadni i neplanirani događaj koji rezultira nestabilnošću organizacije, a može biti
uzrokovan unutarnjim ili vanjskim čimbenicima. Kako bi se spriječile ozbiljne štete za tvrtku,
važno je riješiti čimbenike koji su potaknuli krizu i spriječiti daljnju eskalaciju. Upravljanje
kriznim situacijama pristup je organizacije koji se temelji na procesu i strategiji za
prepoznavanje i reagiranje na prijetnju, neočekivani događaj ili bilo koji negativni poremećaj
s potencijalom nanošenja štete ljudima, imovini ili poslovnim procesima. Biti spreman da bilo
koji događaj postane kriza zahtijeva plan upravljanja krizom. Proces upravljanja kriznim
situacijama zahtijeva mnoge vještine i stručnost jer kao što je prethodno navedeno, ovdje
govorimo o procesu mijenjanja stvarnosti i uvjeravanja javnosti u stajalište organizacije koja
brani njezinu viziju i interese. Krizni menadžment zahtijeva društvena, pravna i
komunikacijska ključna znanja u potrazi za mogućim rješenjima. Konsolidacija se događa kada
se dvije tvrtke udruže kako bi zajedno formirale novo poduzeće jer niti jedno od prethodnih
poduzeća ne opstaje samostalno. Logika koja pokreće konsolidaciju je stvaranje ekonomije
razmjera, ekonomije opsega, novih lokacija, nove tehnologije ili nekog drugog oblika povećane
konkurentske sposobnosti. Konsolidacija ili strateško obnavljanje poduzeća temelji se na
identifikaciji zdrave poslovne jezgre koju treba sačuvati, poslovnih jezgri koje treba odbaciti i
poslovnih jezgri koje treba razvijati, te izraditi scenarije i strategije odbacivanja, obnavljanja i
razvoja. Istraživanje u ovom radu je napravljeno na temelju anketnog upitnika koji su
odgovarali vlasnici 20 ugostiteljskih objekata u gradu Zagrebu i koji su otkrili taktike koje su
korištene za suočavanje s pandemijskom situacijom i kakve efekte je pandemija do sada imala
na donošenje strateških odluka u ovoj industriji. Rezultati istraživanja su, između ostalog,
pokazali da je pandemija COVID-19 jako utjecala na poslovanje ugostitelja u gradu Zagrebu,
da su ugostiteljski objekti u gradu Zagrebu za vrijeme pandemije COVID-19 u velikoj mjeri
smanjili svoju marketinšku aktivnost te da je većina ugostitelja proširila ponudu u svojim
lokalima nakon pandemije COVID-19.

Abstract (english)

A crisis is a sudden and unplanned event that results in organizational instability, and can be
caused by internal or external factors. In order to prevent serious damage to the company, it is
important to address the factors that triggered the crisis and prevent further escalation. Crisis
management is an organization's process and strategy-based approach to identifying and
responding to a threat, unexpected event, or any negative disruption with the potential to harm
people, property, or business processes. Being prepared for any event to become a crisis
requires a crisis management plan. The process of managing crisis situations requires many
skills and expertise because, as previously stated, we are talking about the process of changing
reality and convincing the public of the point of view of an organization that defends its vision
and interests. Crisis management requires social, legal and communication key skills in the
search for possible solutions. Consolidation occurs when two companies join together to form
a new company because neither of the previous companies is going out of business on its own.
The logic that drives consolidation is to create economies of scale, economies of scale, new
locations, new technology, or some other form of increased competitiveness. Consolidation or
strategic renewal of a company is based on the identification of a healthy business core that
should be preserved, business cores that should be discarded and business cores that should be
developed, and create scenarios and strategies of rejection, renewal and development. The
research in this paper was made on the basis of a survey questionnaire answered by the owners
of 20 catering establishments in the city of Zagreb and which revealed the tactics used to deal
with the pandemic and what effects the pandemic has had so far on making strategic decisions
in this. The results of the research showed, among other things, that the COVID-19 pandemic
had a strong impact on the business of caterers in the city of Zagreb, that catering facilities in
the city of Zagreb greatly red11uced their marketing activity during the COVID-19 pandemic,
and that most caterers expanded their offer in their premises after the COVID-19 pandemic.

• Keywords: konsolidacija; krizni menadžment; kriza; obnavljanje poduzeća; pandemija COVID-19
• Keywords (english): consolidation; crisis management; crisis; business recovery; COVID-19 pandemic
• Language: croatian
• URN:NBN: urn:nbn:hr:148:043794
• 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: 2022-09-27 14:36:23