Environmental analysis and recommendations for development strategies of selected business development

U radu se analizira okolina i navode preporuke za strateško usmjerenje odabranog poduzeća Orbico. Glavni cilj provedbe istraživanja je istražiti značajke unutarnje i međunarodne vanjske okoline u odabranom poduzeću te predložiti odabir optimalne strategije rasta i razvoja s obzirom na dobivene rezultate analize okoline. Istraživanje je provedeno uporabom sekundarnih i primarnih podataka. Rezultati istraživanja pokazuju da poduzeće posluje u povoljnoj općoj okolini, ali su kretanja u ekonomskoj i tehnološkoj okolini podložna brzim promjenama kojima se poduzeće treba kontinuirano prilagođavati. Interna okolina poduzeća je vrlo snažan izvor konkurentnosti zbog jasnog strateškog usmjerenja, tehnološke osnovice i osnovice ljudskih resursa. Analiza tržišne pozicije poduzeća ukazuje na stabilnu poziciju koja je stečena kombinacijom strategija internog rasta i strategija preuzimanja manjih konkurenata. Preporuke izvedene na temelju primjene Gibbova okvira rasta (MOF i RECOiL analize) ukazuju na potrebu za uvođenjem kolaboracije na razini lance opskrbe s ciljem optimizacije upravljanja zalihama, a time i poboljšanja tržišne te financijske perspektive poslovanja. RECOiL analiza pokazuje da poduzeće na 17 tržišta na kojima posluje ima stabilnu osnovicu resursa, iskustva i kontrole, a osnovicu ideja i vodstva je važno unaprijediti participativnim odlučivanjem i orijentacijom na cjeloživotno učenje kako bi se ojačalo strateško usmjerenje na rast i razvoj.The paper analyses the environment and provides recommendations for the strategic orientation of the selected company. The main objective of the research is to explore the characteristics of the internal and external environment in the selected company and to propose the selection of the optimal growth and development strategy regarding the results of the environmental analysis. The research was conducted b using secondary and primary data. The research results show that the company operates in favourable general environment, but trends in the economic and technological environment are subject to rapid changes. Company needs to continually adapt to these changes. The internal environment of the company is a very strong source of competitiveness because of its clear strategic focus, technological base and human resources base. An analysis of the company's market position indicates that company a stable position acquired through a combination of internal growth strategies and take-up strategies of smaller competitors. Recommendations derived from the application of the Gibb framework of growth (MOF and RECOiL analysis) indicate the need for the introduction of collaboration at the supply chain level in order to optimize inventory management, and hence to improve the market and financial perspective of enterprise. RECOiL analysis shows that the company has a stable basis of resources, experience and control, and in the foundation of ideas and leadership is important to improve participatory decision-making and orientation to lifelong learning in order to strengthen the strategic focus on growth and development