Business Environment: The Case of the Kolovare Hotel

Cilj ovog diplomskog rada je istražiti i prikazati unutarnje i vanjsko poslovno okruženje Hotela Kolovare kao dijela dioničkog društva Hoteli Zadar u obliku studije slučaja. Prije svega, napravljena je analiza podataka o gospodarstvenoj grani turizma iz sekundarnih izvora; specifično hotelijerstva u turizmu, u Hrvatskoj i odabranim zemljama Europske Unije metodom kros-sekcijskog presjeka. Nakon toga opisano je vanjsko poslovno okruženje, odnosno, specificiran je položaj Hotela Kolovare na tržištu zadarske županije metodom analize podataka iz sekundarnih izvora primjenujući stratešku analizu PEST i Porterov model pet snaga. Potom je identificirano unutarnje poslovno okruženje, odnosno samo poduzeće Hotel Kolovare u kontekstu Hoteli Zadar d.d. Analizirani su podaci iz sekundarnih izvora prema metodama strateške analize – poslovna i organizacijska analiza, analiza čimbenika pružanja usluge, analiza ekonomski dodane vrijednosti, portfolio analiza i SWOT analiza kao kohezija analize unutarnjeg i vanjskog poslovnog okruženja. Ova studija slučaja predstavlja detaljno istraživanje tržišta i sadrži kvalitativne i kvantitativne podatke u svrhu zaključka o omjeru mogućnosti tržišta i performansa Hotela Kolovare u sklopu poduzeća Hoteli Zadar d.d. Ishod ovog diplomskog rada je detaljna analiza tržišta i zaključak o potencijalu Hotela Kolovare na tržištu.This thesis was written for the purpose of research and explanation of internal and external business environment of Hotel Kolovare as a part of Hoteli Zadar ltd. in the form of a case study. The main outcome of this thesis is a detailed market research and performance analysis of Hotel Kolovare in its designated market. The thesis starts with a comprehensive analysis of tourism as an economic activity in Croatia, which was made by collection of data from secondary sources, and expands to cross-sectional comparison with selected countries of the European Union. It is then continued with a PEST and Porter's Five Forces analysis of external environment of Hotel Kolovare in Zadarska county using data from secondary sources. As a final component, the analysis of internal environment of Hotel Kolovare as a part of Hoteli Zadar ltd. was also comprised of data from secondary sources using strategic analysis tools such as business & organizational analysis, input factors analysis, value added analysis, portofolio analysis, and SWOT analysis as a cohesion of internal and external environment analysis. This thesis was done with the methodology of a case study and is a detailed market research that contains qualitative and quantitative data, which are then explained in the context of real performance of Hotel Kolovare as a part of Hoteli Zadar ltd