CONSUMERS ANALYSIS AS PART OF STRATEGIC ENVIRONMENT ANALYSIS

Zadatak menadžmenta je prepoznati i prilagoditi se čimbenicima okoline menadžmenta, što konkretnije znači da organizacija svoj način i stil vođenja mora prilagoditi tim čimbenicima kako bi opstala na tržištu. Postoje vanjski i unutarnji čimbenici koji djeluju na organizaciju. Vanjska okolina se dijeli na izravne i neizravne snage okoline. Izravne snage okoline su: socio-kulturne, pravno-političke, ekonomske, tehnološke i međunarodne okoline.Neizravne snage okoline su: kupci, dobavljači, konkurencija i tržište rada. U radu se konkretnije govori o vanjskoj okolini i kupcima, odnosno potrošačima. Strategijski menadžment je proces kojim formuliramo i primjenjujemo strategiju za ostvarenje konkurentske prednosti. U tom procesu koristi se Pet Porterovih snaga kako bi došli do prethodno navedene konkurentske prednosti. Posebnu pažnju moramo obratiti na analiziranje potrošača kako bi prepoznali njihove potrebe i stekli konkurentsku prednost ispred ostalih konkurenata na tržištu.The task of management is to recognize and adapt itself to the environmental factors of management, which specifically means that organization must adapt its own way and style of management to these factors to survive on the market. There are external and internal factors affecting the organization. The external environment is divided into direct and indirect environmental forces. Direct environmental powers are the socio-cultural, legally-political, economical, technological and international environment. The indirect environmental powers are customers, suppliers, competitors and the labor market. In this paper, we are specifically dedicated to the external environment, customers, and consumers. Strategic management is a process that formulates and implements a strategy for achieving competitive advantage. In that process, Porter's Five Forces are being used to achieve those benefits. Particular attention should be paid to the analysis of consumers in order to identify their needs and gain a competitive advantage over other competitors on the market