| Abstract | Dimenzijom globalizacije kakvom je danas doživljavamo, zaživljen je i novi trend upravljanja. Dionici organizacija vrlo su zahtjevni kad je riječ o načinu upravljanja, poslovnoj kulturi, trošenju vremena, ali i iskustvu. Zahtjevi tržišta sve su snažniji, specijaliziraniji i precizniji; traže kreativnost gospodarskih subjekata u stvaranju novih vrijednosti koje će im omogućiti konkurentske prednosti. Kvalitetna procjena performansi, usmjereno na stvaranje konkurentske prednosti, postaje presudni čimbenik u ponudi. Kod potražnje odražava se obostrano; kad je riječ o gospodarskom subjektu nužno traži ekonomičnije i profitabilnije poslovanje. Novi trendovi na području organizacijskog poslovanja, razvoja industrije, proboja novih konkurenata, brandova, snažnih poticaja na izravna ulaganja, proboja tehnologije i slično, prouzročili su nužnost izmjene planiranih aktivnosti, kao i prilagođavanje. Navedeno je primoralo dominantne i opuštene gospodarske subjekte na stvaranje novih ideja i mogućnosti zadovoljavanja kupaca. Zbog navedenog, gospodarski subjekti se često usmjeravaju na istraživanje sadašnjih performansi, ali i kreiranje strategije komuniciranja s kupcima. Kao snažan ispitivački instrument koji pomaže i definira stanje, stratešku poziciju te evaluira aktivnosti, pojavljuje se instrument Space matrice. Njome se predstavljaju pravilni načini korištenja raznih alata u procjenjivanju performansi gospodarskog subjekta, koji se usmjeravaju na definiranje trenutnog stanja, pozicioniranja te dizajniranje strateškog plana. Konačni cilj ovog alata iščitava se kroz kreiranje uvjeta za brzo i lako kreiranje strategije te uvjeta za najjednostavnije moguće postizanje konkurentskih prednosti. U specijalističkom diplomskom radu naglasak se stavlja na Space matricu. Proučavaju se četiri dimenzije matrice te njihova povezanost s procjenom performansi gospodarskog subjekta. Daju se odgovori na pitanje zašto su strateške marketinške odluke ovisne o definiranju trenutnog stanja subjekta i tržišta. |
| Abstract (english) | With the dimension of globalization as we experience today, there is a new trend in managing that have been revived. The organizations stakeholders are very demanding when it comes to managing processes, business culture, spending their time and, also, their experience. Market demands are increasingly strong, more specialized and more precise, therefore require creativity from companies to create new values that will enable them to have superior competitive advantages. Therefore, the effect of a high-quality performance assessments that is aimed at creating competitive advantage for company becomes a crucial factor on the supply side. On the demand side this is dually reflected: when it goes about company, it is necessary to ensure economical and profitable managing. New trends in the organization managing, so as in the industry development, the penetration of new and fierce competitors, numerous brands, strong incentives to direct investments, technology breakthroughs etc., have caused the need for frequent changes in planned activities as well as frequent adaptation. That has made dominant and relaxed companies to create new ideas and new opportunities in the field of creating customers satisfaction. Because of that, company's are often focused on researching their current performance, but also on the creation of the communication strategy with customers. As a powerful research tool that helps and defines the current state, strategic position and evaluates the activities, appears the Space matrix. This instrument represents the proper way of using various tools in assessing the performance of a company, focusing on defining the current situation and position and designing a strategic plan. The main goal of this tool is to create conditions for a easy strategy creation, so as conditions for the simplest possible achievement of competitive advantages. In this graduate Thesis the main point is Space Matrix. Four dimensions of the matrix are studied in this thesis, so as their correlation with the company’s performance. It also gives answers to the question why managing and strategic planning decisions are primarily dependent on defining the current position on the market. |
