BUSINESS PLANNING PORTFOLIOS

Strelovit razvoj i način na koji je automobil kao proizvod promijenio naš način života osigurao je potencijal automobilskoj industriji da postane jedna od najvažnijih industrija suvremenoga svijeta. U radu se daje kratki pregled automobilske industrije, objašnjavaju najvažnije portfolio matrice, njihove temeljne karakteristike i struktura, svojstva položaja strategijskih poslovnih jedinica u portfoliju i pripadajuće strategije. Uporišta oblikovanju strategije, odnosno jednostavni i diferencirani oblici poslovnog portfolija smatraju se iznimno bitnim instrumentima u području poslovne dijagnostike i poslovne prognostike te poslovnom upravljanju i planiranju. Provodi se portfolio analiza General Motorsa, jednog od najpoznatijih proizvođača automobila današnjice.Prikazuje se važnost primjenjivosti portfolio analize putem međusobne kombinacije portfolio modela-matrica u strategijskom planiranju automobilske industrije i šire. Ovim radom također želi se ukazati na ključnost strateških saveza u ostvarivanju konkurentske prednosti poduzeća u kompleksnoj i turbulentnoj okolini automobilske industrije. Naglašavaju se prednosti koje donose strateški savezi za svakog pojedinog partnera, koje ne bi uspjeli ostvariti samostalno.Accelerating development and the way the car as a product changed our way of life, provides the potential for the automotive industry to become one ofthe most important industries of the modern world. This paper provides a brief overview of the automotive industry, explains the most important portfolio matrices, their basic characteristics and structure, strategic business unit positions and related strategies. The base or strong point of each strategy, along with the simple and differentiated types of business portfolios are considered to be extremely important instruments in the field of business diagnostics and business forecasting as well as of business management and planning. This paper conducts portfolio analysis of General Motors, one of the most important car manufacturers today. It is showing the importance of the applicability of portfolio analysis through mutual combination of portfolio model-matrix in the strategic planning of the automotive industry and beyond. The research also acknowledges the crucial importance of strategic alliances in achieving competitive advantages in the complex and turbulent environment of the automotive industry. All the opportunities and benefits are being emphasized as they bring success to the strategic alliances, without which independent partners would not be successful