Proposal of a Strategy for Growth and Development of a Family-owned Company during Generational Transition

Obiteljska poduzeća su sastavni dio ekonomije te su najzastupljenija u malim i srednjim poduzećima. U vrijeme globalizacije, digitalizacije i modernizacije poslovanja moraju biti spremna prilagoditi svoje poslovne procese novom poslovnom okruženju kako bi zadržala status na tržištu i ostvarila konkurentsku prednost. Fokus ovog rada je na obiteljskom poduzeću Tena-G d.o.o. koje se bavi uvozom i distribucijom alata i pribora. Problem rada je nedostatak adekvatne strategije za rast i razvoj poduzeća tijekom generacijske tranzicije, a cilj je pronalazak te strategije. Rad se sastoji od uvoda gdje su predstavljeni glavni aspekti diplomskog rada; teorijskog djela gdje su objedinjena istraživanja potrebna za analizu poduzeća i generacijsku tranziciju; prezentacije poduzeća; empirijskog istraživanja koje se sastoji od primarnog istraživanja putem polustrukturiranih dubinskih intervjua i poslovnih analiza putem analize vanjskih i unutarnjih čimbenika te analiza strategija za rast i razvoj te zaključka koji objedinjuje odgovore na istraživačka pitanja i preporuke poduzeću. Istraživanja su pokazala da poduzeće ima jaku poziciju i status na tržištu, stabilne i jake financijske mogućnosti, dobru organiziranost te mogućnost rasta i razvoja putem više strategija. Poduzeću se preporučuje strategija za rast i razvoj prodorom na tržište putem uvođenja B2B portala kojom će digitalizirati svoje poslovanje i modernizirati te optimizirati svoje poslovne procese. Ta strategija iskorištava moguće prilike korištenjem snaga poduzeća te otvara mogućnosti za druge projekte koji mogu daljnje razviti poduzeće. Liderske vještine koje su preporučene od strane stručnjaka su pretežno već ukorijenjene u menadžmentu Tene-G d.o.o.Family businesses are crucial party of economy, and they are mostly represented in small and big companies. In era of globalization, digitalization, and modernization of businesses they have to be ready to adapt their business processes to new business environment in order to keep their status on a market and to assure competition advantages. Focus of this paper is on family-owned enterprise Tena-G Ltd. which is in line of business of importing and distributing of tools and accessories. Problem of this paper is lack of adequate strategy of growth and development of an enterprise during generational transition, and goal is finding that strategy. Paper consists of introduction where its main aspects are presented; theory section where all research about analyses of enterprises and generational transition are unified and presented; empirical research that contains primal research conducted by semi-structured in-depth interviews and business analysis made by analyzing external and interior factors and strategies of growth and development, papers ends with conclusion which unites answers on research questions and suggestions for the enterprise. Research has shown that enterprise has strong position and status on the market, stable and strong financials which provides them with plenty opportunities, good organizations and the possibility of growth and development through multiple strategies. Recommendation to the enterprise is strategy of growth and development through digitization of their business and modernization which leads to modernizing and optimizing business processes. That strategy utilizes on using available opportunities by using company’s strengths and opens possibilities of implementing other projects that could further develop the company. Management of Tena-G Ltd.- already greatly possesses leadership skills that are recommended by experts