Gaining competitive advantage through strategic management of company

Rad se sastoji od tri dijela. U prvom dijelu je dan teoretski okvir s posebnim naglaskom na karakteristike strateškog planiranja i upravljanja. Opisani su pojmovi strategije poslovanja, strateški elementi, najznačajniji strateški alati itd. Drugi dio rada opisuje povijesni razvoj trgovačkih centara od samih početaka okupljanja ljudi na jednom mjestu radi organizirane kupovine različitih dobara i usluga, pa sve do današnjih modernih centara koji nude bazene, igrališta, kulturno umjetničke manifestacije i koji su evoluirali u središta namijenjena za cjelodnevni boravak, a ne samo obavljanje kupovine. U trećem dijelu rada se na primjeru trgovačkog centra Portanova dokazuje kako se mijenjaju navike posjetitelja kroz godine i kako je strateško upravljanje centrom kroz prilagođavanje promjenjivim tržišnim uvjetima i internim mogućnostima te dugoročno planiranje osnova za postizanje i održavanje konkurentske prednosti.The paper consists of three parts. First part consists of a theoretical framework with a special emphasis on the characteristics of strategic planning and management. Terms of the business strategy, strategic elements and the most important strategic tools are described in this part of work. The second part of the paper describes the historical development of shopping centers since the beginnings when people for the first time started to gather in one place for the purpose of organized purchases of various goods and services to the present modern shopping centers which, among regular offer, are offering visitors an attraction such as swimming pools, playgrounds and cultural art manifestations. Today’s shopping centers evolved into places intended for a whole day leisure time and not just shopping. The third part of the paper is using an example of the Portanova shopping center to describe changes in visitor’s habits through years and how strategic shopping center’s management is adapting to constantly changing conditions on the market and how their internal capabilities of long-term planning are the basis for achieving and maintain competitive advantages