| Sažetak | U ovome radu obrađena je tema analize okoline poduzeća „Konzum d.d.“. Okolina sadrži eksternu i internu okolinu. Eksternu okolinu poduzeća čine činitelji koji izvana utječu na poduzeće. Dijeli se na opću ili socijalnu okolinu i poslovnu okolinu ili okolinu zadatka. Opću ili socijalnu okolinu čine snage koje nisu pod utjecajem poduzeća, a trebamo ih promatrati i na njih reagirati. Opću okolinu čine političko-pravna okolina, ekonomska okolina, socijalno-kulturna okolina i tehnološka okolina. Poslovnu okolinu čine svi koji se nalaze u neposrednoj okolini poduzeća, a povezani su s njim. To su: konkurenti, kupci, dobavljači, vladine organizacije i interesne grupe, sindikati, vlasnici i partneri. Opća okolina analizirana je pomoću PEST analize, dok je poslovna okolina analizirana prikazom utjecaja temeljnih skupina aktera u poslovnoj okolini, analizom zainteresiranih grupa i analizom konkurenata poduzeća. Najveć utjecaj ima eknomska okolina i znanstevno-tehnološka okolina, dok je najveća prijetnja prirodna ili fizička okolina. Poduzeće najveći problem ima s kupcima, dok najmanji ima sa zaposlenicima. Interna okolina poduzeća je dio ukupne okoline poduzeća koja se nalazi u njemu i na nju može u potpunosti utjecati. Analizom lanca vrijednosti prikazane su aktivnosti u poduzeću. BCG matricom utvrđuje se koji proizvodi omogućuju poduzeću dugoročnu konkurentnost, a u koje je potrebno dodatno ulagati. Analizom performansi, pokazateljima ROI, ROA i ROE se pokazuje koliki je ostvaren povrat u odnosu na uloženo. Poduzeću dugoročnu konkurentnost omogućavaju higijenski proizvodi, dok je u igračke potrebno ulaganje. Svi pokazatelji su u zadnjoj godini promatranja u odnosu na početnu godinu porasli. Swot analiza je analiza eksternih prilika i prijetnji i internih snaga i slabosti. Poduzeće ima izražajnije interne snage i eksterne prilike u odnosu na interne slabosti i eksterne prijetnje. |
| Sažetak (engleski) | This paper deals with the analysis of the environment of the company "Konzum dd". Environment includes external and internal environment. External environment companies makes factors that outside influence on the company. It is divided into general or social environment and business environment or environmental task. General or social environment make forces that are not influenced by the company, and should be to observe and react. The general environment Cine political and legal environment, economic environment, socio-cultural environment and technological environment. The business environment consists of all located in the immediate vicinity of the company and are associated with it.They are: competitors, customers, suppliers, government organizations I interest option, trade unions, owners and partners. The general environment is analyzed using PEST analysis, while the business environment is analyzed showing the effect of the fundamental group of actors in the business environment, analysis of interested groups and analysis of competitors' businesses. Maximum impact IMA's economic environment and the Science-technological environment, while the biggest threat to natural or physical environment. Company has biggest problem with customers, while the smallest has with employees. The internal environment of the company is part of the overall environmental companies that are in it, and it can affect fully. Value chain analysis shows the activities of the company. BCG matrix is determined Which products enable the company long-term competitiveness, and in which should be further invest. The analysis of performance indicators, ROI, ROA and ROE shows how a total return in relation to invested. The company long-term competitiveness provide hygiene products, and toys in the necessary investment. All indications are in the final year of observations in relation to the initial age of age increased. SWOT analysis provides external opportunity and threats and internal strengths and weaknesses. The enterprise has the expressive power of internal and external circumstances in relation to the internal weaknesses and external threats. |
