STRATEŠKA ANALIZA PODUZEĆA KRAŠ D.D. : Završni rad

Predmet istraživanja završnog rada je strateška analiza najvećeg hrvatskog konditorskog proizvođača, poduzeća Kraš d.d. U radu je provedena analiza eksterne i interne okoline te su rezultati objedinjeni u SWOT analizi. U uvodnom dijelu rada predstavljena je struktura rada. U drugom dijelu kroz teorijsku obradu uvedeni su i objašnjeni svi ključni pojmovi koji su potrebni za shvaćanje procesa strateške analize. U trećem dijelu prethodno navedena teorija prikazana je u praksi, te je analizirana svaka stavka okoline uključujući dva segmenta eksterne okoline(opću i poslovnu okolinu) i internu okolinu. Analiza opće okoline provedena je PEST matricom, analiza poslovne okoline provedena je Porterovim modelom pet konkurentskih snaga, dok je za analizu interne okoline korištena matrica kompetencija i analiza lanca vrijednosti. Na temelju prethodnih analiza izvučene su snage i slabosti, prilike i prijetnje koje su ubačene u SWOT analizu s kojom praktični dio rada završava. Na kraju rada nalaze se još zaključak rada, popis literature, tablica, slika i grafova te sažetak rada na hrvatskom i engleskom jeziku..The subject of this paper is strategic analysis of the largest Croatian confectionery manufacturer, Kraš d.d. Paper analyzes the external and internal environment and the results of research are combined and showed in SWOT analysis. The introductory part of the paper presents structure of the paper. In the second part, through theoretical processing, all key concepts that are necessary for understanding the process of strategic analysis are introduced and explained. In the third part, the above stated theory is presented in practice, and each item of the environment is analyzed, including two segments of the external environment (macro and micro environment) and the internal environment. The analysis of the macro environment was performed with the PEST matrix and the analysis of the micro environment was performed with Porter's five forces model, while competeny matrix and value chain analysis were used for analysis of the internal environment. Based on the previous analyzes, the strengths and weaknesses, opportunities and threats were extracted and inserted into the SWOT analysis with which the practical part of the paper ends. At the end of the paper there is a conclusion of the paper, a list of references, tables, pictures and graphs and a summary of the paper in both Croatian and English