| Abstract | U diplomskom radu istraživala se okolina poduzeća s posebnim naglaskom na poslovnu okolinu poduzeća „Tankerska plovidba d.d.“ U prvom dijelu su teorijski obrađeni segmenti okoline poduzeća. Zatim su teorijski obrađene metode i tehnike koje se koriste kod analize okoline. Razmatrane su metode za analizu opće, poslovne i industrijske okoline. U praktičnom dijelu diplomskog rada analizirano je poduzeće „Tankerska plovidba d.d.“ iz Zadra. „Tankerska plovidba d.d.“ je vodeće brodarsko poduzeće u Hrvatskoj čija je primarna djelatnost prijevoz nafte i naftnih prerađevina. Osim prijevoza nafte poduzeće se bavi i pomorskim i obalnim prijevozom robe i putnika te pružanjem usluga u pomorskom prometu. Za analizu opće okoline poduzeća korištena je PESTLE analiza. Poslovna okolina nalazi se u neposrednoj blizini poduzeća stoga su poduzeća više usmjerena i orijentirana na poslovnu okolinu. Poslovnu okolinu čine dobavljači, kupci – potrošači, konkurenti, dioničari, zaposlenici i sindikati, kreditori, vladine (državne) organizacije, društvene organizacije i strukovna udruženja. Analiza poslovne okoline poduzeća „Tankerska plovidba d.d.“ provedena je pomoću skeniranja poslovne okoline, analize konkurencije te analize zainteresiranih za poduzeće. Za analizu industrijske okoline korišten je Porterov model pet konkurentskih sila. Da bi se dobila što bolja slika o poduzeću, napravljene su SWOT i TOWS matrice koje povezuju interne i eksterne faktore poduzeća. Sljedeći korak nakon analize okoline je postavljanje organizacijskog usmjerenja odnosno određivanje pravaca organizacije. To uključuje definiranje vizije, misije i ciljeva poduzeća. |
| Abstract (english) | In my thesis I aimed to explore the company’s environment, with a special accent on “Tankerska plovidba d.d.” business environment. In the first part of thesis the theoretical segments of company's environment have been explained. Further on, the methods and techniques, which were used for environment analysis, have been explained. Methods for the analysis of general, commercial and industrial environment have also been agitated. In the practical part of my thesis I analyzed the company “Tankerska plovidba d.d.” from Zadar. “Tankerska plovidba d.d.” is Croatia's leading shipping company, whose primary activity is the transport of oil and oil products. In addition to oil transport, the company is engaged in sea and coastal water transport of passengers and goods and is providing services to maritime transport. The analysis of the general environment of “Tankerska plovidba d.d.” was made by using PESTLE analysis. The business environment is closely connected to the company; therefore, companies are more focused and oriented on enterprise business environment. The business environment consists of suppliers, customers and consumers, competitors, shareholders, employees and trade unions, creditors, government (state) organizations, community organizations and professional associations. Analysis of the business environment of “Tankerska plovidba d.d.” was performed using business environment scanning, competition analysis and analysis of company's stakeholders. For the analysis of the industrial environment Porter's model of five competitive forces has been used. SWOT and TOWS matrix, linking the internal and external factors of the company have been made, in order to reach the best image of the company. Next step after the analysis of the environment is to set organizational direction and to determine the directions of the organization. This includes defining the vision, mission and company’s goals. |
