STRATEŠKA ANALIZA PODUZEĆA ''HEINEKEN HRVATSKA'' : Završni rad

Tema završnog rada se odnosi na izradu strateške analize poduzeća ''Heineken Hrvatska''. Strateška analiza se provodi u skladu s ciljevima strateškog menadžmenta. Strateški menadžment predstavlja set menadžerskih odluka i akcija kojima se determiniraju dugoročne performanse poduzeća. Strateški menadžment se sastoji od pet etapa, analize okoline, postavljanja usmjerenja organizacije, formuliranja strategije, implementacija strategije, kontrole i evaluacije strategije. Analiza okoline se provodi kako bi poslužilo menadžmentu poduzeća za pravovremeno reagiranje u određenim situacijama. Prilikom analize okoline analiziraju se eksterna i interna okolina. Eksternu okolinu predstavljaju dijelovi koji se nalaze izvan poduzeća i dijeli se na opću i poslovnu okolinu. Interna okolina je ona koja je u potpunosti pod utjecajem poduzeća. Obje okoline su podjednako važno i utječu na poslovanje jednog poduzeća. Ovisno radi li se o analizi opće, poslovne ili interne okoline, koristimo različite metode poput skeniranja okoline, izrade ETOP profila, analize ranjivosti, analize konkurencije itd. Strateška analiza se provodi na primjeru poduzeća Heineken Hrvatska, te se provode analiza opće okoline, analiza i procjena tehnologije, analiza poslovne okoline, analiza konkurencije, analiza zainteresiranih za poduzeće te je izrađena SWOT tablica.The topic of the final paper is related to the strategic analysis of Heineken Croatia. Strategic analysis is conducted in accordance with the goals of strategic management. Strategic management is a set of managerial decisions and actions that determine the long-term performance of an enterprise. Strategic management consists of five stages, analysis of the environment, setting the direction of the organization, formulating a strategy, implementing the strategy, controlling and evaluating the strategy. Environmental analysis is conducted to serve the management of the enterprise for timely response in certain situations. External and internal environments are analyzed when analyzing the environment. The external environment is represented by parts located outside the company and is divided into a general and business environment. The internal environment is one that is fully influenced by the enterprise. Both environments are equally important and affect the business of one company. Depending on the analysis of the general, business or internal environment, we use different methods such as environmental scanning, ETOP profile creation, vulnerability analysis, competition analysis etc. Strategic analysis is carried out on the example of Heineken Croatia, and general environment analysis, technology assessment, business environment analysis, competition analysis, enterprise stakeholder analysis, and a SWOT table were created