ENVIRONMENTAL ANALYSIS OF THE COMPANY CETINA D.D.

Analiza okoline predstavlja proces u kojem poduzeće definira svoje unutarnje i vanjske čimbenike. Analizom interne okoline poduzeće dobije uvid o stanju snaga i slabosti. Analizom eksterne okoline uočavaju se prilike i prijetnje u neposrednom okruţenju. Cetina d.d. kao dugogodišnja graĎevinska firma koja djeluje na području Cetinske krajine koristi mnoge analitičke metode strateškog upravljanja. Jedna od najčešće korištenih metoda je SWOT analiza okoline, kojom se detaljno moţe prikazati utjecaj pojedinih faktora iz interne i eksterne okoline. Turbulentnost i nepredvidivost današnje okoline stvara pritisak na menadţere da svoje poslovanje prilagode podraţajima iz okoline. Sustavom uravnoteţenih ciljeva koji se temelje na četiri osnovne perspektive, menadţer moţe jasno odrediti ravnoteţu izmeĎu ciljeva poduzeća i skupina od njegovog interesa. Financijska kontrola tim putem sluţi provjeri izbora strategije poslovanja i financiranja. Analizom financijskih pokazatelja poduzeće moţe dobiti uvid o trenutačnom stanju svoje likvidnosti, zaduţenosti, aktivnosti i profitabilnosti.Environmental analysis is a process in which a company defines its internal and external factors. By analyzing the internal environment, the company gets an insight into state of its strengths and weaknesses. The external environment analysis examines opportunities and threats in the immediate environment of the company. Cetina d.d. as a long-term construction company operating in the Cetina region, uses many methods of strategic management analysis. One of the most commonly used methods is SWOT analysis of the environment, which can show in details the influence of individual factors from the internal and external environment. The turbulence and unpredictability of todayś environment creates pressure on managers to adapt their business to environmental stimuli. With a sistem of balanced goals based on four basic perspectives, the manager can clearly determine the balance between the goals of the company and the groups that are interest to him. Financial control thus servise to verify the choise of business strategy and financing. By analyzing financial indicators, company can gain insight into the current state of its liquidity, indebtedness, activity and profitability