Strategic analysis of Bosnić d.o.o.

Hrvatsko poduzeće Bosnić bavi se otkupom i distribucijom svježe ribe, skladištenjem i distribucijom smrznute ribe te prodajom ribe i plodova mora koja svoje poslovanje širi 2016. godine kada postaje glavni distributer Mljekare Sinj d.o.o. Bosnić je poduzeće koje je lider na tržištu Zagreba i okolice koje svojim radom te velikom željom za stjecanjem novih znanja i vještina uspješno zadržava tu poziciju na tržištu već godinama. Jedan od glavnih ciljeva poslovanja jest pružiti krajnjim kupcima visoko kvalitetne proizvode čime poduzeće postiže konkurentsku prednost za što su potrebne različite metode strategijske analize. Predmet ovog diplomskog rada je strategijska analiza poduzeća Bosnić d.o.o. kroz analizu unutarnjeg i vanjskog okruženja u kojem poduzeće posluje. Napraviti će se analiza karakteristika prehrambene industrije u Hrvatskoj, PESTLE analiza industrije, analiza poduzeća odabranim metodama strategijske analize te analiza financijske situacije promatranog poduzeća. Cilj ovog rada je dakle identificirati moguće razvojne scenarije promatranog poduzeća u budućnosti jer je strategija poslovanja izrazito bitna za dugotrajni rast i razvoj svakog poduzeća, tako i za poduzeće Bosnić. Doprinos diplomskog rada očitovat će se u ocjeni uspješnosti poduzeća Bosnić d.o.o. koja će služiti kao temelj ekstrapolacije mogućih scenarija razvoja poduzeća u budućem prognostičkom razdoblju.Croatian company Bosnić’s main business is purchasing and distributing fresh fish, storage and distribution of frozen fish and sale of fish and seafood, which expands its business in 2016 when it became the main distributer of the dairy plant Mljekara Sinj d.o.o.. Bosnić is a company that holds the position of a leader in the market of Zagreb area and its surroundings, thanks to its desire for growth and acquiring new knowledge and skills. One of the main focuses of the company is to provide their customers with high quality products which gives the company a competitive advantage and that requires different methods of strategic analysis. The subject of this paper is the strategic analysis of the company Bosnić d.o.o. which is done through internal and external environment analysis in which the company operates. An analysis of the characteristics of the food industry in Croatia, PESTLE analysis of the industry, analysis of the company by selected methods of strategic analysis and an analysis of the financial situation of the observed company will be made in this paper. The aim of this paper is therefore to identify possible development scenarios of the company in the future due to the fact that the business strategy is extremely important for the long-term growth and development of any company, as well as for the company Bosnić. The contribution of this thesis will be reflected in the evaluation of the success of the company which will serve as a basis for extrapolation of possible scenarios of the development of the company in the future