Title Analiza strategije poslovanja s naglaskom na generičke strategije na primjeru Volkswagen grupe Title (english) Business strategy analysis of Volkswagen Group with emphasis on generic strategies Author Franjo Čičak Mentor Andrija Sabol (mentor)Committee member Ena Pecina (član povjerenstva)Committee member Denis Dolinar (član povjerenstva)Committee member Andrija Sabol (predsjednik povjerenstva)Granter University of Zagreb Defense date and country 2023-09-29, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Ovaj rad bavi se analizom i pregledom vrlo krucijalnog dijela poslovanja poduzeća- strategijom poslovanja i tržišnim pozicioniranjem proizvoda/usluge poduzeća. Strategija predstavlja središnji dio poslovanja poduzeća. Ona pokazuje smjer i način na koji bi poslovni procesi trebali biti uspostavljeni i organizirani da bi se ostvarili poslovni ciljevi. Strategija se definira temeljem analize unutarnjeg i vanjskog okruženja poduzeća, s ciljem definiranja snaga i slabosti poduzeća te prilika i
... More prijetnji okoline. Tom analizom trebale bi se identificirati i konkurentske prednosti poduzeća i njihovog proizvoda/usluge, koje bi trebale poslužiti kao temelj za definiranje strategije proizvoda/usluge i njegovog tržišnog pozicioniranja. Tržišno se pozicioniranje odnosi na uspješnu integraciju proizvoda/usluge na tržištu, kojim se definira tržišni segment na koji će proizvod/usluga biti usmjeren.
Za uspješnu analizu unutarnjeg i vanjskog okruženja, provodi se analiza okoline i industrije te analiza poduzeća. Za analizu okoline, u ovom radu, koriste se metode analize industrije pomoću pet sila, kojom se analizira industrija pomoću pet sveobuhvatnih čimbenika i analize strateške grupe, kojom se definiraju ključni konkurenti predmetnog poduzeća. Također će se u ovom radu promotriti generalno stanje industrije, najvažniji trendovi koji mijenjaju industriju i popularni oblici poslovnih suradnji. Potom se analizira samo poduzeće, počevši od identifikacije organizacijske strukture i ključnih sastavnica poduzeća, analizira se lanac vrijednosti poduzeća te aktualna strategija i njezina usklađenost s trendovima. Nakon toga, pomoću teorije o generičkim strategijama i tržišnom pozicioniranju, analizom cjenovnog pozicioniranja i analize uspješnosti poslovanja, nastoji se utvrditi uspješnost strategijske i tržišne usmjerenosti poduzeća i marki poduzeća. Za kraj, financijskom analizom nastoji se dati uvid u uspješnost poslovanja te utjecaj strategije na istu. Na kraju, dati će se osvrt i na budućnost poduzeća te dati zaključak o cijelome radu.
Predmet rada je poduzeće Volkswagen grupa. Grupa je jedan od najvećih predstavnika automobilske industrije. Grupa je akvizicijama postala koncern, čije sastavnice međusobno surađuju te dijele tehnologiju i resurse, djeluju u istoj industriji, no usmjerene su na različite tržišne segmente. Ovom analizom želi se utvrditi umješnost Volkswagen grupe u definiranju i održavanju takve poslovne i tržišne strategije. Less Abstract (english) This paper deals with the analysis and overview of a very crucial part of the company's business - business strategy and market positioning of the company's products/services. Strategy represents the central part of the company's operations. It shows the direction and the way in which business processes should be established and organized to achieve business objectives. Strategy is defined based on the analysis of the company's internal and external environment, with the aim of defining
... More strengths and weaknesses, as well as opportunities and threats. Through this analysis, the company's competitive advantages and those of its products/services can be identified, which should serve as a basis for defining the product/service strategy and its market positioning. Market positioning is used for the successful integration of the product/service into the market, defining the target market segment.
To successfully analyse the internal and external environment, an analysis of the environment and industry, as well as an analysis of the company, are conducted. For the analysis of the environment, this paper uses industry analysis methods using the five forces, which analyse the industry based on five comprehensive factors and strategic group analysis, which defines the key competitors of the company in question. Additionally, this work will examine the general state of the industry, the most important trends that are shaping the industry, and popular forms of business collaboration. Then, the focus shifts to analysing the company itself, starting with the identification of the organizational structure and key components of the company. The value chain analysis of the company and its current strategy and its alignment with trends are examined. Subsequently, using the theory of generic strategies and market positioning, along with price positioning analysis and business performance analysis, an attempt is made to determine the success of the company's strategic and market orientation and brand. Lastly, financial analysis is used to provide insight into the economic aspect of the business and the impact of the strategy on it. In the end, an overview of the company's future will be given, along with a conclusion about the entire work.
The subject of this study is the Volkswagen Group. As one of the largest manufacturers in the automotive industry, it has been a longstanding representative of the industry. Through its acquisitions, it has created a conglomerate in which its components cooperate and share technology and resources. While they operate in the same industry, they are focused on different market segments. This analysis aims to determine the proficiency of the Volkswagen Group in defining and maintaining such a business and market strategy. Less Keywords
automobilska industrija
generičke strategije
koncern
percepcijska mapa vrijednosti
strategija poduzeća
strateško pozicioniranje
tržišno pozicioniranje
tržišna segmentacija
Volkswagen grupa
Keywords (english)
automotive industry
business strategy
concern type of business
generic strategies
perceptual value map
market positioning
market segmentation
strategic positioning
Volkswagen group
Language croatian URN:NBN urn:nbn:hr:148:152622 Study programme Title: Business Economics Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2023-10-03 10:48:27
