RESOLVING THE BUSINESS CRISIS I AUTOMOTIVE INDUSTRY

Svrha specijalističkog diplomskog rada jest prikazati identifikaciju kriznog momenta i proces izlaska iz krize na primjeru poduzeća Fiat. Naime, mnoga suvremena poduzeća, bez obzira na inovativnost poslovne ideje nisu u stanju adekvatno i pravovremeno procijeniti krizu i krizne momente koje prolazi svako poduzeće s obzirom na turbulentnost poslovanja i razne vanjske čimbenike koji utječu na financijsku strukturu poduzeća. Automobilska industrija jedna je od teže pogođenih industrija velikom ekonomskom krizom koja je zahvatila mnoga poduzeća. Fiat koji je jedan od najpoznatijih i najvećih globalnih proizvođača automobila našao se u takvoj situaciji zbog restrukturiranja unutar poduzeća, ali i nespremnosti odgovaranja na vanjske ekonomske čimbenike koji su pogodili mnoga poduzeća. Unatoč tržišnom padu, u Fiatu su prepoznali nove tržišne prilike i iskoristili iste kako bi poduzeće izveli iz krizne situacije.The purpose of this graduate thesis is to show the identification of the crisis moments and the exit process from these crisis moments on the Fiat case study. Further, many modern companies, regardless of their innovative business models are unable to adequately and timely evaluate the crisis and crisis moments that each company faces from time to time. These moments come in some form of economic turbulence or business and in form of various external factors affecting the financial structure of the company. The automotive industry is one of the hardest affected industries as a result of major economic crisis that has affected many companies. Fiat, which is one of the most famous and largest global automotive manufacturers, was one of the main casualties of the economic crisis due to restructuring within the company, but also the unwillingness of responding to the external economic factors that hit many companies. Despite the market fall, Fiat recognized new market opportunities and exploited the same to bring the company out of the crisis