| Sažetak | Okolina je koncepcijski širok pojam, te su ju zbog toga brojni autori definirali. Prema Bubleu
(2005) okolina poduzeća se može definirati kao sveukupnost pojava i čimbenika izvan
poduzeća i unutar njega koji direktno i indirektno utječu na njegovo djelovanje, ponašanje i
razvitak. Za poduzeće okolina označava izvor neizvjesnosti i izvor resursa, stoga razlikujemo
stabilnu, rizičnu i neizvjesnu okolinu. Glavna podjela okoline je na eksternu i internu. Eksterna
okolina obuhvaća opću ili makro okolinu i poslovnu ili okolinu zadatka. Industrijska okolina je
dodatni segment eksterne okoline koja se temelji na Porterovom modelu pet konkurentskih
snaga čija je svrha procijeniti poziciju poduzeća u odnosu na konkurenciju. Internu okolinu čine
svi faktori unutar poduzeća, te poduzeće na nju u potpunosti utječe. S obzirom da okolina ne
može biti u potpunosti stabilna ili dinamična, potrebno ju je neprestano analizirati kako ne bi
ugrozila poslovanje poduzeća. Za analizu opće okoline poduzeća koriste se sljedeće metode:
skeniranje opće okoline, ETOP analiza, analiza i procjena ranjivosti, analiza i procjena
tehnologije. Za analizu poslovne okoline upotrebljavaju se sljedeće metode: skeniranje
poslovne okoline, analiza konkurencije, stakeholder analiza. Prilikom analize interne okoline
najpoznatija metoda je SWOT analiza koja proučava snage i slabosti poduzeća, prilike i
prijetnje iz okoline. Okolina je za svako poduzeće drugačija, zato odnos između poduzeća i
okoline može biti reaktivan, proaktivan ili interaktivan. |
| Sažetak (engleski) | Environment is conceptually broad term, so because of that numerous authors have defined her.
According to Buble (2005), the business environment can be defined as the overall occurrences
and factors within and outside the business, which directly and indirectly affect its performance,
behavior and development. For a company, the environment denotes a source of uncertainty
and a source of resources, so we differentiate stable, risky and uncertain environment. The main
division of environment is the external and internal environment. The external environment
includes the general or macro environment and the business or task environment. Industrial
environment is an additional segment of the external environment, which is based on Porter's
Five Forces Framework, whose purpose is to assess a position of the company compared to
competition. The internal environment consist of all the factors that are within the business, so
the business affects on them completely. Considering that the environment can't be completely
stable or dynamic, it is necessary to analyze her constantly, so she wouldn't endanger the
business of company. When analyzing the general environment, the following methods are
used: scanning of the general environment, ETOP analysis, analysis and assessment of
vulnerability, analysis and assessment of technology. Following methods are used when
analyzing the business environment: scanning of the business environment, competition
analysis, business-interested parties analysis. When analyzing the internal environment, the
most famous method is a SWOT analysis, which study the strengths and weaknesses of the
company, the opportunities and threats from the environment. The environment is different for
each company, so the relationship between the company and the environment can be reactive,
proactive or interactive. |
