POSLOVNA STRATEKA ANALIZA PRAKTINI ALATI Pripremio Dr Dragan

POSLOVNA STRATEŠKA ANALIZA: PRAKTIČNI ALATI Pripremio: Dr Dragan Lončar Ekonomski fakultet u Beogradu

Strategija § Poslovno vs Korporativno upravljanje § Planiranje § Ciljevi § Strategija § Proces strategijskog menadžmenta 2

Poslovno vs korporativno upravljanje 3

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). 4

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“ 5

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. " 6

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. 7

Misija Koja je misija Vaše kompanije? Koja je Vaša lična misija? Koje su sličnosti i razlike između nas i naših kompanija? § 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. 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. 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 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. Obezbedjivanje potrošača zdravim, ukusnim i hranljivim proizvodima u cilju podizanja nivoa svesti o neophodnosti zdravog i izbalansiranog načina ishrane. 8

Vizija Koja je vizija Vaše kompanije? Koja je Vaša lična vizija? To be the most successful and respected car company in America. Siemens - the pioneer in § energy efficiency § industrial productivity § affordable and personalized healthcare § intelligent infrastructure solutions Da postanemo regionalni lider u kategoriji mineralnih voda i bezalkoholnih napitaka, stvarajući bolju budućnost za okruženje u kome radimo proaktivno zadovoljavajući potrebe naših vernih potrošača. 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. Koje su sličnosti i razlike između Vaše lične i kompanijske vizije? 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. 9

Sistem vrednosti Izaberite vrednosti koje bi mogle pripadati Vašoj kompaniji i Vama lično http: //www. barriedave nport. com/list-of-400 values/ § 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 resultsoriented 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 § Liderstvo § Odgovornost § Razvoj zaposlenih § Efikasnost § Društvena odgovornost § Usmerenost na rezultat § Vrednost za vlasnika 10

Ciljevi: poslovni ciljevi 1) Diversifikacija rizika 2) Ekonomska efikasnost 3) Profitabilan rast 4) Tržišno učešće 11

Strategija: suštinska planska odluka 1) Pojam vojne i poslovne strategije 2) Vrste strategije 3) Elementi strategije 12

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 13

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) 14

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 15

Strategija: primeri iz prakse Southwest Airlines § Risk Management Dell Computers § B 2 B kostjumizacija Mc. Donald’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? 16

Proces strategijskog menadžmenta 17

Analiza okruženja § Analiza opšteg okruženja § Analiza konkurentskog okruženja (grane) § Analiza internog okruženja 18

Analiza opšteg okruženja: PEST analiza 19

PEST analiza Srbije (Dajte PEST matricu iz ugla Vaše kompanije) POLITIČKI/PRAVNI FAKTORI Stanje privrednog ambijenta Politička stabilnost Pravni sistem SOCIOKULTURNI FAKTORI Demografija Distribucija dohotka Socijalna i zdravstvena zaštita Nivo obrazovanja EKONOMSKI FAKTORI Kretanje GDPa Kamatne stope Razvijenost berze Inflacija Nezaposlenost Platni bilans Kupovna moć Energetska zavisnost TEHNOLOŠKI FAKTORI Ulaganje države u nauku Nove tehnologije i otkrića Brzina transfera tehnologije 20