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

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

3. Poslovno vs korporativno upravljanje

4. 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).

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

6. 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."

7. 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.

8. Misija
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.
We save people money so they can live better.
Koja je misija Vaše kompanije?
Koja je Vaša lična misija?
Koje su sličnosti i razlike između nas i naših kompanija?
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.
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.
Obezbedjivanje potrošača zdravim, ukusnim i hranljivim proizvodima u cilju podizanja nivoa svesti o neophodnosti zdravog i izbalansiranog načina ishrane.

9. Vizija Koja je vizija Vaše kompanije? Koja je Vaša lična vizija?
Koje su sličnosti i razlike između Vaše lične i kompanijske vizije?
Siemens - the pioneer in
energy efficiency
industrial productivity
affordable and personalized healthcare
intelligent infrastructure solutions
To be the most successful and respected car company in America.
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.
Ekspanzija  u kompaniju sa snažnim i priznatim evropskim brendovima, a koju pokreću potrebe i želje  potrošaća, pre svega  kvalitetna ishrana i zdrav način života.
Postati jedna od vodećih prehrambenih kompanija u regionu proizvodeći i distribuirajući proizvode najvišeg kvaliteta.

10. Sistem vrednosti
Izaberite vrednosti koje bi mogle pripadati Vašoj kompaniji i Vama lično
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 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
Liderstvo
Odgovornost
Razvoj zaposlenih
Efikasnost
Društvena odgovornost
Usmerenost na rezultat
Vrednost za vlasnika

11. Ciljevi: poslovni ciljevi
Diversifikacija rizika
Ekonomska efikasnost
Profitabilan rast
Tržišno učešće

12. Strategija: suštinska planska odluka
Pojam vojne i poslovne strategije
Vrste strategije
Elementi strategije

13. 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

14. 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)

15. 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

16. 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?

17. Proces strategijskog menadžmenta

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

19. Analiza opšteg okruženja: PEST analiza

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