ANALYSIS OF CORPORATE STRATEGY COMPANY KANAAN D.O.O.

Ključ uspješnog poduzeća je dobro razrađena i postavljena vizija. Poduzetnik na temelju ideje razvija proizvod/uslugu koji nudi tržištu. Ukoliko poduzetnik razvija novi proizvod, potrebno je prethodno izraditi situacijsku analizu, razmotriti okruženje (unutarnje i vanjsko) te kroz analiziranje cjelokupne situacije donijeti odluku da li će ideja biti ostvariva ili ne. Ukoliko poduzetnik ima već uhodani posao, potrebno je razmisliti o isplativosti proširenja asortimana, reorganizaciji prvotno postavljenog poslovanja. Sudbina poduzeća ovisi o njegovu vlasniku. On donosi ključne odluke ali tek nakon konzultacije s upravom poduzeća. Nakon izrade situacijske analize uprave poduzeća – razrade prilika i prijetnji, te snaga i slabosti, zajedničkim snagama poduzetnik i zaposlenici donose odluku. Ukoliko se ne prouči utjecaj okoline na poduzeće, mogući su kobni propusti koji vode u propast. Tako je kroz ovaj rad obrađen utjecaj eksterne i interne okoline. Makro okolina se nalazi daleko od poduzeća, dok se mikro okolina nalazi u blizini ali rizik i od jedne i druge uvijek postoji. Sa stajališta autsajdera da se zaključiti kako je kod donošenja ključnih odluka u poslovanju potrebno uložiti i sredstava, ali i vrijeme kako bi se donijela dobra/ispravna odluka. Na taj period „odluke“ ne treba gledati kao na određeni trošak sredstava ili gubitak vremena. Potrebno je ispitati sve opcije. Ukoliko se ispostavi da ideja nije isplativa, a to bude prije nego se gubici krenu nizati, šteta je manja u odnosu na štetu koja se može nanijeti da se potezi donosu tek tako, „preko noći“.The key to a successful company is a well-elaborated and well-established vision. Based on an idea, the entrepreneur develops product/service he is then offering to the market. If the entrepreneur is developing a new product, it is necessary that he previously makes a situation analysis, considers the environment (inner and outer), and through analyzing the whole situation, makes a decision whether the idea is achievable or not. If the entrepreneur already has a well-established business, it is necessary to think about the profitability of broadening the range/selection, or reorganization of a primary set business. Destiny of the company depends on its owner. He makes crucial decisions but only after consulting with the board of directors. After making the situation analysis of the company management – elaboration of opportunities and threats, strengths and weaknesses, both entrepreneur and employees make the decision. If the effect of the environment on the company is not pondered, fatal failures that lead to destruction are possible. Through this paper, the effect of external and internal environment is elaborated. The macro environment is far from the company, while microenvironment is near, but the risk of the one and the other is always present. From an outsider's point of view, it can be concluded that when making crucial business decisions, it is also necessary to put in the resources, and time too, so that a good/right decision can be made. That period of 'deciding' doesn't have to look at as a certain waste of resources or loss of time. It is necessary to explore all the options. If it shows that the idea is not worthwhile, and if it happens before the losses occur, the damage is less, comparing to the damage that can incur if moves are made without the analysis