POSLOVNA STRATEŠKA ANALIZA: PRAKTIČNI ALATI

Pripremio:Dr Dragan Lončar

Ekonomski fakultet u Beogradu

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Strategija

Poslovno vs Korporativno upravljanje

Planiranje

Ciljevi

Strategija

Proces strategijskog menadžmenta

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Poslovno vs korporativno upravljanje

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Planiranje: vrste planiranja

Dve vrste planiranja: strategijsko i taktičko

Strategijsko planiranje podrazumeva definisanje strategijskih ciljeva i strategije na bazi prethodno definisane vizije i misije

Strategijsko planiranje se bazira na dva nova koncepta: konceptu kontigencije i holističkom konceptu.

Taktičko planiranje konkretizuje opšte ciljeve i načine njihovog ostvarenja kroz dnevne odluke

Taktičko planiranje rezultuje dvema vrstama planskih odluka:

za jednokratnu upotrebu (biznis plan, projekat, program) i

za permanentnu upotrebu (politike, procedure-postupci, pravila).

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Ciljevi: pojam i vrste

Cilj je primarna planska odluka

Željeno stanje ili nivo aktivnosti kojima se teži

Vizija kao dugoročna aspiracija lidera

Racionalna i emotivna komponenta

Niko ništa veliko nije postigao a da nije imao viziju

Misija je svrha postojanja kompanije

„Mi smo dame i gospoda koji služe dame i gospodu“

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Mišljenja relevantnih autora

Van Horne: "In this book, we assume that the objective of the firm is to maximize its value to its stockholders“

Brealey & Myers: "Success is usually judged by value: Shareholders are made better off by any decision which increases the value of their stake in the firm... The secret of success in financial management is to increase value.“

Copeland & Weston: "The most important theme is that the objective of the firm is to maximize the wealth of its stockholders.“

Brigham and Gapenski: "Throughout this book we operate on the assumption that the management's primary goal is stockholder wealth maximization which translates into maximizing the price of the common stock."

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Misija i vizija

Our Mission

To refresh the world...

To inspire moments of optimism and happiness...

To create value and make a difference.

Our Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

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Misija

We save people money so they can live better.

To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America

We delight our customers with inspiring brands, first-class premium automobiles that set standards, best-in-class commercial vehicles, and outstanding service solutions.

As a company that aspires to excellence, we strive for sustainable growth and profitability on par with the best in the business. We intend to be the number one choice for our business partners.

We fulfill our responsibility to society and the environment and adhere to high ethical standards.

Our corporate values of passion, respect, integrity and discipline strengthen and guide us. We are committed to diversity to bring our full potential to bear as a global team.

On the basis of our forward-looking technology and solutions we respond to the most challenging questions of our time in the Industry, Energy and Healthcare sectors. Our wide range of products and solutions are designed with the environment in mind and engage with the subject of climate change.

Na temeljima imena i tradicije, kroz odgovorno poslovanje razvijamo, proizvodimo i plasiramo na tržište mineralnu vodu i bezalkoholne napitke vrhunskog kvaliteta koji našim potrošačima pružaju vitalnost, osveženje i energiju svakoga dana.

Mi zelimo da pomažemo ljudima gde god da Neoplanta posluje, da se hrane i žive bolje, jer mi verujemo da je zdrava bezbedna hrana osnov za zdrav i kvalitetan život.

Obezbedjivanje potrošača zdravim, ukusnim i hranljivim proizvodima u cilju podizanja nivoa svesti o neophodnosti zdravog i izbalansiranog načina ishrane.

Koja je misija Vaše kompanije?

Koja je Vaša lična misija?

Koje su sličnosti i razlike između nas i naših kompanija?

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Vizija

To be the most successful and respected car company in America.

Koja je vizija Vaše kompanije?

Koja je Vaša lična vizija?

Koje su sličnosti i razlike između Vaše lične i kompanijske vizije?

Da postanemo regionalni lider u kategoriji mineralnih voda ibezalkoholnih napitaka, stvarajući bolju budućnost za okruženjeu kome radimo proaktivno zadovoljavajući potrebe našihvernih potrošača.

Siemens - the pioneer in energy efficiency industrial productivity affordable and personalized healthcare intelligent infrastructure solutions

Postati jedna od vodećih prehrambenih kompanija u regionu proizvodeći i distribuirajući proizvode najvišeg kvaliteta.

Ekspanzija u kompaniju sa snažnim i priznatim evropskim brendovima, a koju pokreću potrebe i želje potrošaća, pre svega kvalitetna ishrana i zdrav način života.

Samsung is dedicated to developing innovative technologies and efficient processes that create new markets, enrich people's lives and continue to make Samsung a digital leader.

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Sistem vrednosti

People. Quite simply, a company is its people. At Samsung, we’re dedicated to giving our people a wealth of opportunities to reach their full potential.

Excellence. Everything we do at Samsung is driven by an unyielding passion for excellence—and an unfaltering commitment to develop the best products and services on the market.

Change. In today’s fast-paced global economy, change is constant and innovation is critical to a company’s survival. As we have done for 70 years, we set our sights on the future, anticipating market needs and demands so we can steer our company toward long-term success.

Integrity. Operating in an ethical way is the foundation of our business. Everything we do is guided by a moral compass that ensures fairness, respect for all stakeholders and complete transparency.

Co-Prosperity. A business cannot be successful unless it creates prosperity and opportunity for others. Samsung is dedicated to being a socially and environmentally responsible corporate citizen in every community where we operate around the globe.

Entrepreneurship. The essence of all that we do because it makes things happen by driving us to constantly challenge the status quo & question our assumptions & in doing so, create new opportunities & continually improve.

Teamwork. The best results are achieved when we work together. No one has cornered the market on good ideas. We multiply our strengths by combining efforts & sharing insights.

Stretch & Ambition. We never settle for second best & always strive for more. We take action whenever it is needed, are results-oriented and hold ourselves accountable. We fulfill our commitments. We don’t give up.

Integrity. The foundation for everything that we do & always means doing what is right. We act ethically, fairly & fulfil our promises to our colleagues & customers.

Excellence. We expect and achieve superior results. We give and receive feedback to help us continually learn new ways to improve.

Kvalitet

Odgovornost

Efikasnost

Usmerenost na rezultat

Liderstvo

Razvoj zaposlenih

Društvena odgovornost

Vrednost za vlasnika

Izaberite vrednosti koje bi mogle pripadati Vašoj kompaniji i Vama lično

http://www.barriedavenport.com/list-of-400-values/

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Ciljevi: poslovni ciljevi

1) Diversifikacija rizika

2) Ekonomska efikasnost

3) Profitabilan rast

4) Tržišno učešće

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Strategija: suštinska planska odluka

1) Pojam vojne i poslovne strategije

2) Vrste strategije

3) Elementi strategije

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Strategija: pojam vojne strategije

Vojna doktrina:

Veština ratovanja

gr. Strategos - vojskovođa

Veština ratovanja u smislu odredjivanja pravca i načina napada kao i uspostavljanje odnosa sa relevantnim grupama (političari, stanovništvo i dr.)

Helmut Von Moltke:

Evolucija početno uvedene ideje za kontinuelno menjajuće uslove. Strategija:

nije skup fiksnih komandi ...

...već ideja vodilja za autonomno donošenje odluka

Plan A, Plan B, Strategija izlaska

Helmut von Moltke

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Strategija: pojam

Više definicija generalne strategije (bazična definicija, Helmut Von Moltke, Andrews, način uspostavljanja odnosa između preduzeća i njegovog okruženja)

Dve komponente:

(1) priprema odluke (ili planska komponenta)

(2) sprovodjenje odluke (akciona komponenta)

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Strategija: vrste

Strategije se definišu za:

Nivo preduzeća. To je generalna ili strategija preduzeća (engl. Corporate strategy)

Ultimativni cilj je ostvarenje sinergetskog efekta

Nivo biznisa. To je poslovna strategija za nivo biznisa (engl. Business strategy):

Smanjenje troškova

Diferenciranje

Fokusiranje

Nivo funkcionalnih jedinica

Nivo projekata

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Strategija: primeri iz prakse

Southwest Airlines

Risk Management

Dell Computers

B2B kostjumizacija

McDonald’s

Standardizacija i ekonomija obima kroz franšizing

Wal-Mart

Komplementarnosti kroz one-stop shopping

Sintelon

Jezgro kompetentnosti plus koncentrična diversifikacija

Internacionalizacija proizvodnih kapaciteta i penetracija lokalnih tržišta

Strateško partnerstvo

Diskusija: Šta je fokus strategije Vašeg preduzeća?

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Proces strategijskog menadžmenta

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Analiza okruženja

Analiza opšteg okruženja

Analiza konkurentskog okruženja (grane)

Analiza internog okruženja

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Analiza opšteg okruženja: PEST analiza

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PEST analiza Srbije (Dajte PEST matricu iz ugla Vaše kompanije)

POLITIČKI/PRAVNI FAKTORI

Stanje privrednog ambijentaPolitička stabilnostPravni sistem

EKONOMSKI FAKTORI

Kretanje GDPaKamatne stopeRazvijenost berzeInflacijaNezaposlenostPlatni bilansKupovna moćEnergetska zavisnost

SOCIOKULTURNI FAKTORI

DemografijaDistribucija dohotkaSocijalna i zdravstvena zaštitaNivo obrazovanja

TEHNOLOŠKI FAKTORI

Ulaganje države u naukuNove tehnologije i otkrićaBrzina transfera tehnologije