STRATEGIC ANALYSIS OF THE ENVIRONMENTAL ENTERPRISES OF DARUVARSKE TOPLICE

Strategijski menadţment kao znanstvena disciplina podrazumijeva set organiziranog znanja koje se odnosi na analizu okoline, postavljanje organizacijskog usmjerenja, formuliranje i implementaciju organizacijske strategije te provedbu strateške kontrole i evaluacije. Za potrebe rada odabrana je strategijska analiza okoline specijalne bolnice za medicinsku rehabilitaciju Daruvarske toplice kao aktivnog dionika zdravstvenog turizma koji predstavlja novu nišu u turističkom poslovanju s najvećim trendom rasta na trţištu turističke potraţnje. Cilj ovog diplomskog rada je odabranim alatima strateškog menadţmenta napraviti analizu okoline specijalne bolnice za medicinsku rehabilitaciju Daruvarske toplice sa svrhom razumijevanja poslovne situacije toplica u svezi s ostvarivanjem konkurentske prednosti poduzeća na trţištu zdravstvenog turizma kako Hrvatske tako i ovog dijela Europe. Za analizu odabrana je metoda slučaja jer ima najjaču ulogu u proučavanju strateškog menadţmenta, a sam pojam odnosi se na raspon stilova poučavanja i ciljeva koji se mogu primijeniti unutar uporabe izučavanja pojedinog slučaja. Daruvarske toplice su vodeća ustanova u Hrvatskoj za ginekološku rehabilitaciju, po čemu su postale nadaleko poznate. Višeslojno veliko bogatstvo toplica od prirodnih i zdravstvenih resursa, spomeničke baštine, tradicije od rimskih vremena do danas, novovjekovne arhitekture i jedinstvenog okoliša, moţe razviti snaţne razvojne mogućnosti što bi osiguralo napredak toplicama, a u procesu strategijskog menadţmenta menadţeri toplica trebaju donositi niz odluka i poduzimati niz akcija kojima se teţi ostvarenju ciljeva poduzeća izraţenih pomoću određenih performansi.Strategic management as a scientific discipline implies a set of organized knowledge related to environmental analysis, setting up organizational orientation, formulating and implementing an organizational strategy, and implementing strategic control and evaluation. For the needs of the work, the strategic analysis of the environment of the special hospital for medical rehabilitation of the Daruvarske Toplice as an active healthcare provider has been selected, which represents a new niche in tourism business with the greatest growth trend in the market of tourist demand. The goal of this graduate thesis is to use the tools of strategic management to analyze the environment of the special hospital for medical rehabilitation of the Daruvarske Toplice with the purpose of understanding the business climate situation related to achieving the competitive advantage of the company in the health tourism market both Croatia and this part of Europe. For the analysis, the case method was chosen because it has the strongest role in the study of strategic management, and the very term itself refers to the range of teaching styles and goals that can be applied within the use of a particular case study. The Daruvarske Toplice is the leading institution in Croatia for gynecological rehabilitation, which has become widely known. The multilayered wealth of spas of natural and health resources, monumental heritage, traditions from the Roman times to the present day, modern architecture and the unique environment can develop strong development opportunities to ensure the advancement of the spa, and in the process of strategic management the spa managers need to make a series of decisions and undertake a series actions that strive to achieve company goals with specific performance