Development and implementation of business strategy in small enterprise in economic crisis

Poslovna strategija i kvalitetan strateški menadžment jedne su od glavnih pretpostavki, ne samo uspjeha, nego i opstanka poduzeća na tržištu. Kapitalistički tržišni sustav odlikuju zasićenost, jaka konkurencija, te jake i brze promjena tržišnih uvjeta. Takav sustav zahtjeva od poduzeća da brzo reagiraju na promjene, ali da ih i stvaraju. Kako bi reakcije na promjene i stvaranje promjena bile kvalitetne, potrebno je osmisliti generalni plan poslovanja, utemeljen na analizi svih bitnih faktora poslovanja. Taj plan zove se poslovna strategija. Iako većina poduzeća ima formiranu poslovnu strategiju, postoje poduzeća koja to nemaju. Pretpostavka je da takva poduzeća nemaju puno šanse za opstanak na tržištu. U fokusu ovog rada malo je hrvatsko poduzeće, koje nema formuliranu poslovnu strategiju. Ukoliko se malom poduzeću, koje nema formuliranu poslovnu strategiju, dodaju turbulentni tržišni uvjeti, uzrokovani ekonomskom krizom, za pretpostaviti je da opstanak poduzeća ugrožen. Poduzeće koje je predmet istraživanja rada, zaista je zapalo u probleme, te je cilj istraživanja zaključiti da li je nedostatak poslovne strategije bio uzrok loše prilagodbe na nove tržišne uvjete. U zadnjem dijelu rada biti će osmišljena poslovna strategija koja bi trebala usmjeriti poduzeće ka oporavku. Također, biti će osmišljen i način implementacije te kontrole osmišljene poslovne strategije.Business strategy and efficient strategic management are the key assumptions, not only to success, but also to survive on today's market. The capitalistic system is characterized by saturation of markets, strong competition and intense and rapid changes in market conditions. This system requires from companies to make changes and to react on them according to market modifications. To do that, it is necessary to develop a general plan of operations, based on analysis of all relevant factors of business. That plan is called a business strategy. Although, most companies have formed business strategy, there are companies that still have not. The assumption is that such companies do not have much chance of survival in the current market. The focus of this thesis is a little Croatian company, which does not have a business strategy. If there is economic crisis added, the assumption is, that survival of that company is endangered. The company which is the subject of the thesis, is actually caught in problems, and the aim of the research concluded is to proof that the lack of business strategy was the cause of poor adaptation to new market conditions. In the last part a business strategy will be designed. This business strategy should route the company in direction of recovery. The way of implementation and control of business strategy is developed in the last part of this thesis, and it is also pointing in recovery direction