THE ASSET MANAGEMENT PLAN AND THE MANAGING PORTFOLIO SYSTEM

Planom upravljanja portfeljem definiraju se i vrednuju najvažniji aspekti politike strateškog upravljanja (marketinška strategija, plan ulaganja, poslovna filozofija kao i značajke operacija i managementa i sl.). Za društvo u cjelini i za svaku samostalnu stratešku poslovnu jedinicu potrebno je dati odgovore na pitanja što se odnose na: proizvodno pozicioniranje, kapitalne rashode, operativne strategije, financijsku projekciju poslovanja te vrednovanje imovine i to na način kako nalaže međunarodna praksa na području upravljanja imovinom «asset management». Time plan pruža osnovicu za donošenje odluka vezanih za raspolaganje udjelom kao i osiguravanje pretpostavki za uspostavljanje kontrole rada od strane vlasnika. U tom smislu nužno je sve aktivnosti međusobno uskladiti vodeći računa o učincima pojedinih akcija kako na destinacijsku tako i nacionalnu turističku politiku i uspostaviti adekvatan sustav upravljanja portfeljem sa osnovnim funkcijama: strateško planiranje; vrednovanje rezultata poslovanja pojedinih dijelova imovine; praćenje, istraživanje i analiza ključnih odrednica okruženja; odnosi s partnerima; razvoj i unapređenje kvalitete. U radu se gore navedeno implementira u praksi kompanije «Adria Resorts», vlasnika tržišno perspektivnih istarskih poduzeća «Jadran-turist» iz Rovinja i «Anita» iz Vrsara, koji raspolaže s ukupnim smještajnim potencijalom od preko 30.000 smještajnih jedinica, odnosno s portfeljem od 12 hotela s 2-4 zvjezdica, 7 turističkih naselja i 6 autocampova.The Asset Management Plan is defined and valued as the most important aspect of the strategic management (the marketing strategy, the plan of investments, the business philosophy as well as the importance of transactions and the management, etc.). It is important for the company as a whole as well as for the each independent strategic business unit to provide the answers for all the questions concerning: the production positioning, capital expenses, operational strategy, the financial projection of transactions as well as the property valuation and all this according the international practice used in the domain of the asset management. Such a plan may be considered as the basis for making decisions related with the share disposal as well as for providing premises for the re-establishment of the work control from the side of the owner. In terms of all this, it is very important to bring into the mutual accord all the activities paying attention about the effects of the single actions on the tourist policy at destination as well as on the national level and re-establish the adequate managing portfolio system having the basic functions: the strategic planning; the valuation of the effects of the single units of the property; monitoring, research and analysis of the main terms of references of the environment; partnership relations; development and quality improvement. All the above mentioned is implemented in practice at the company "Adria Resort”, Rovinj, the owner of the market promising companies in Istria, "Jadran-turist" of Rovinj and "Anita” of Vrsar, which manages the total accommodation potential consisting of more then 30.000 accommodation units, or the portfolio of twelve 2 - 4 star hotels, 7 tourist settlements and 6 motor camps, respectively