Analysis of a Competitive Environment on the Example of a Hotel Enterprise

U ovom diplomskom radu razmatraju se aktualna pitanja te analize konkurentske okoline na primjeru hotelskog poduzeća „Jadranski luksuzni hoteli d.d.“. U prvom, uvodom, dijelu rada postavljaju se temeljne značajke svakog rada poput definiranja problema istraživanja, ciljeva i svrhe istraživanja. Također se razmatra metodologija rada te definira struktura pisanja rada. Zatim autorica prolazi kroz definiranje okoline hotelskog poduzeća kroz pojmovno određivanje okoline hotelskog poduzeća te podjelu hotelske okoline na eksternu i internu. U daljnjim dijelovima rada prikazuje se analiza poslovne okoline hotelskog poduzeća kroz definiciju svrhe zadataka, metode i tehnika analize poslovne okoline. U posljednjem, četvrtom, dijelu rada izvedeni su empirijski te teorijski definirani rezultati i načini analize konkurentske okoline na konkretnom primjeru gdje je razmatrana analiza konkurenata, strateških grupa te utjecajnih čimbenika na poduzeće „Jadranski luksuzni hoteli d.d.“. Rad počiva na analiziranju konkurentske okoline određenog poduzeća te definiranju osnovnih metoda provedbe analize. Na takvim se osnovama izvodi analiza poduzeća „Jadranski luksuzni hoteli d.d.“. Niz odluka hotelskog menadžmenta zasniva se na dobroj analizi konkurentske okoline čiji je proces posebno analiziran u ovom diplomskom radu. Proces određivanja interesnih strateških grupa i utjecajnih čimbenika središnja je aktivnost funkcioniranja analize konkurentske okoline. Osnovni cilj ovog rada jest prikazati važnost skeniranja interne i eksterne okoline hotelskog poduzeća kako bi ono moglo opstati na turističkog tržištu unatoč promjeni strukture turista i turističkih trendova.In this final paper is to discuss the current issues and the analysis of the competitive environment in the case of hotel company "Adriatic Luxury Hotels Inc.". In the first, an introduction, part of the set, the essential features of each work such as defining research problems, objectives and research purposes. It also discusses the methodology and defines the structure of the dissertation. Then the author goes through defining the environment of the hotel business through conceptual determination surroundings of hotel companies and distribution of hotel environment to external and internal. In other parts of the paper shows the analysis of the business environment of the hotel business through the definition of the purpose of tasks, methods and techniques of analysis of the business environment. In the final, the work of an empirically and theoretically in terms of results and uses the analysis of competition environment to the specific example discussed wherein the concurrent analysis, and strategic groups of factors affecting the company "Adriatic Luxury Hotels dd". The work is based on the analysis of the competitive environment of a particular company and defining the basic methods of implementation analysis. On such grounds performs analysis of the company "Adriatic Luxury Hotels Inc.". A number of hotel management decisions based on a good analysis of the competitive environment whose process is specifically analyzed in this thesis. The process of determining strategic interest group of factors and central activity of functioning analysis of competitive environment. The main goal of this paper is to show the importance of scanning internal and external environment of the hotel business so that it can survive on the tourist market in spite of the change of the structure of tourists and tourism trends