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Buissnes Plan

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Submitted By dzoteks
Words 3163
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Akademija lepih umetnosti
Smer: Masovni mediji i novinarstvo

Seminarski rad iz predmeta
-Menadzment malog biznisa-

[pic]

Studenti: Prof. Dr.

Beograd, Maj 2006. godine
SADRZAJ;

Sta je biznis plan?................................................................................3
Kome je namenjen biznis plan?............................................................4
U kojim situacijama je potreban biznis plan?........................................5
Šta omogućava biznis plan?..................................................................5
Smernice za pisanje biznis plana..........................................................6
Početne napomene...............................................................................7
Prezentacija biznis plana......................................................................7
Kako NE treba pisati biznis plan...........................................................8
Koliko treba da bude dugacak biznis plan.............................................9
Sadrzaj biznis plana...........................................................................10
Kako napisati biznis plan....................................................................12
SWOT analiza.....................................................................................17

Sta je biznis plan?

Biznis plan predstavlja dokument kojim se definiše biznis, ono što želite radite i sadrži načine kako to postići. Sadrži sve ono što je bitno za posao – strukturu posla, opis proizvoda ili usluga, potencijalne korisnike, potencijale razvoja i finansije.

Kako bi stručnjaci rekli, Biznis plan predstavlja ''stavljanje na papir'' svega onoga što je bitno za celokupan poslovni poduhvat.

Svaki mali biznis mora da ima plan, tj. mora da bude planski upravljano njegovim procesima. Svejedno da li otvarate desetu poslovnicu svoje firme ili izlazite s svojim kapitalom na berzu. Sve je to zato što ste Vi u poslu, a svaka oblast društva ima svoja pravila, pa ćete tako i Vi morati da se ponašate prema određenim pravilima poslovanja.

Biznis plan pomaže da se definiše strategija poslovanja, i ukoliko se pravilno koristi, ovaj plan će motivisati pokrenuti i zaposlene, kao i vlanike. Stručnjaci smatraju da je on samo početak ostvarivanja poslovnog uspeha i način da se realni ciljevi ispune putem najboljih, definisanih strategija.

Definisanjem biznis plana i nekoliko ciljeva, vlasnika malog biznisa može bez problema pratiti napredovanje svoje firme i poslovanja, a takođe i povratiti posao ukoliko neke stvari pođu naopako.

Pisanje biznis plana potrebno je i prilikom podnošenja zahteva potencijalnom kreditoru/investitoru koji će putem Vašeg biznis plana na najjednostavniji, najefikasniji način saznati sve o Vašem poslovanju, Vašim idejama, mogućnostima razvoja biznisa i kreditiranja/investiranja Vašeg biznisa.

Prilikom pisanja biznis plana, uvek treba imati na umu zašto ga pišete i kome je namenjen ovaj biznis plan. Mnogi biznis planovi koji se danas pišu u isto vreme imaju zadatak da omoguće bolji uvid investitora u poslovanje firme i omoguće kreditiranje, ali i definišu sve faze poslovanja i ukažu na nedostatke konkretnih stvari u Vašem malom biznisu.

Razmišljajte ko je onaj koji će čitati Vaš biznis plan i budite potpuno sigurni i iskreni prilikom pisanja plana. Budite sigurni da je plan načinjen za visoke standarde, čitljiv i bez žargona kome nije mesto u ovakvom tipu dokumenta. Budite sigurni da će oni koji treba da ulažu u Vaš biznis –pročitati Vaš plan do detalja pre nego se odluče da ulože novac u sve to.

Ukoliko tražite kredit od banke, predstavnika banke će prvo interesovati na koji način Vaš biznis može da povrati uloženi novac. Sa druge strane, ukoliko se obratite krupnom investitoru ili nekom fondu, oni će želeti da vide stabilan razvoj Vaše firme u budućnosti.

Sve delove biznis plana za koje posedujete znanje i neophodne informacije treba da izradite sami. Ukoliko prilikom izrade pojedinih delova biznis plana (procena tržišta ili kod analize finansijskih performansi) imate problema, potražite pomoć kompetentnog konsultanta ili odgovarajuće agencije koja se profesionalno bavi izradom biznis planova.

Kome je namenjen biznis plan?

• Pojedincu koji je odlučio da pokrene sopstveni biznis a u cilju sagledavanja realnih mogućnosti projekta i smanjenja potencijalnih rizika,
• Preduzeću u cilju sagledavanja vizije i mogućih strategija poslovanja,
• Spoljnim akterima (bankari, kreditori, dobavljači, akcionari) u smislu sagledavanja atraktivnosti i pouzdanosti ulaganja i drugih oblika saradnje,
• Preduzetničkom timu za kontrolu i kao podloga za donošenje odgovarajućih menadžment odluka
• Porodici, u smislu podrške za ulazak u konkretan biznis

U kojim situacijama je potreban biznis plan?

• Startovanje određenog biznisa • Širenje poslovnih aktivnosti • Uvođenje novih proizvoda / usluga • Obezbedjivanje finansijskih sredstava • Pronalaženje potencijalnih partnera / investitora • Donošenje kvalitetnih menadžment odluka • Kontrola poslovanja

Šta omogućava biznis plan?

• Da se najdirektnije i uz što manje posrtanja dođe do konačnog cilja • Proveru boniteta biznis ideje • Ocenu opravdanosti realizacije određene poslovne ideje • Dokazivanje tržišne opravdanosti poslovne ideje • Dokazivanje finansijske isplativosti • Smanjenje rizika poslovanja • Potencijalne greške se prave na papiru a ne u stvarnosti • Komunikaciju sa faktorima poslovnog okruženja • Sagledavanje vrednosti potrebnog inicijalnog kapitala • Lakši pristup potencijalnim kreditorima i finansijerima • Brže reagovanje i lakše prilagođavanje promenama u okruženju

Smernice za pisanje biznis plana

Odgovaranje na ova pitanja je veoma važan deo pisanja kvalitetnog i uspešnog Biznis plana. Naravno, naša stara poslovica kaže ''ukoliko ne znamo gde smo krenuli, nikada nećemo ni stići''. Pre početka pisanja Biznis plana, ovo je pravo vreme da se zapitate i u potpunosti definišete svoje ciljeve. Preporucuje se da napišete spisak osnovnih ciljeva malog biznisa. Kada ovako nešto stavite na papir, možda ćete doći do iznenađenja i zaključka da Vi ne želite ogromnu organizaciju već biste bili srećni i sa malim biznisom.

Ukoliko imate problema sa definisanjem ciljeva, ovde su neka od pitanja koja treba da postavite sebi:

1.Šta ću učiniti ako uspem u biznisu?
2. Da li sam spreman da uložim sopstveni novac, radim beskonačno bez zarade, žrtvujem slobodno vreme, možda godinama?
3. Šta ću uraditi ukoliko biznis ne uspe?
4. Ukoliko se biznis razvije koliko će buduća kompanija imati zaposlenih?
5. Koliko će biti ukupni prihod u prvoj godini, pa zatim u narednih pet godina?
6. Da li ću moći da se izborim s konkurencijom u tom periodu?
7. Kakvi su moji planovi za geografsku ekspanziju – lokalnu, u okviru države, globalno?
8. Da li sam spreman da samostalno vodim firmu, ili bi trebalo da zaposlim radnike?
9. Ukoliko ću biti primoran da zaposlim radnike, koji profil bi to trebao biti – prodavci, tehničko osoblje, ostali?
10. Da li sam spreman da primam savete od drugih? Da li sam spreman da radim s partnerima ili investitorima koji će imati pravo odlučivanja u firmi?

Početne napomene:

- jezik i stil pisanja mora biti koncizan i pisan u trećem licu
- svaki deo mora biti posebno definisan i sadržati sopstvene naznake
- svaka činjenica mora biti praćena odgovarajućom dokumentacijom, sadržati izvore informacija kao nabrajana napomena na dnu stranice
- svi zaključci moraju biti bazirani na činjenicama i kredibilni
- kada zaključujete, činjenice moraju biti praćene dijagramima u boji i grafikonima

Prezentacija biznis plana:

- font pisanja mora biti čitljiv, preporučuju se Times/Arial veličine 11/12
- ostavljati po jedan red razmaka između
- biznis plan treba da sadrži podnaslove
- formatiranje naslova i podnaslova mora da bude kontinualno
- broj stranice formatirati u donjem desnom uglu
- nabrajanja moraju da budu korišćena sa efektno
- obavezno koristiti gornje napomene (header)
- plan mora sadržati dovoljno slobodnog prostora na stranici zbog čitljivosti

Kako NE treba pisati biznis plan

Uvek se govori o tome šta Biznis plan treba da sadrži, međutim, ponekad postoje i stvari koje nije potrebno definisati pa dolazi do zabuna i lošeg odnosa s investitorom. Nabrojaću samo neke od grešaka...

Uvek spremni
Ne treba čekati s pisanjem plana. Mnogo ljudi piše Biznis plan svog preduzeća samo kada to mora da učini, a redovno se dešava da banka ili investitor zatraže plan, a njega nema.
Ne treba nikad misliti da ima dovoljno vremena za pisanje poslovnog plana. Takođe, nije dobro ni reći ''nemam vremena da pišem'' ili ''ne treba mi plan. Previše sam zauzet da bih ga pisao''. Koliko god bili prezauzeti, uvek morate imati vremena za pisanje Biznis plana.

Mislite na tokove novca
Celokupni tokovi novca mnogo su bitniji od prodaje, profita ili bilo čega u biznis planu, ali većina ljudi smatra da je u osnovi profita novac. Kada Vi i Vaši prijatelji razmišljate o novom biznisu, razmišljate koliko će Vas koštati proizvod, koliko možete da prodate i kolika je zarada po pojedinačnom proizvodu. Najjednostavnije se izračuna da profit daje prodaja minus troškovi. Nažalost, u biznisu Vi ne trošite profit, već novac. Zato je tokovima novca potrebno pristupari kritički.

Inflacija ideja
Ne prodaje Biznis plan nove ideje investitoru, već to čine ljudi. Biznis plan je samo put za prezentiranje informacija. Imajte na umu da investitor ulaže u ljude, a ne u ideje.
Ne preuveličavajte važnost ideje, naročito ne važnost originalnosti ideje. U većini slučajeva, Vama nije potrebna ideja da započnete biznis, već vreme, novac, odricanje itd. Od ukupnog broja, samo nekoliko uspešnih biznisa zasnovano je na osnovnim idejama. Znajte da je prodavanje nove ideje mnogo teže nego neke postojeće jer ljudi ponekad ne shvataju važnost novog i nisu sigurni da bi to uspelo u praksi.

Strah od pisanja
Pisanje Biznis plana nije toliko težak posao kao što se misli. Ne treba da pišete doktorsku teze ili novelu, već da svoje zamisli i operativne mogućnosti prenesete na papir. Dobre poslovne knjige, izvori informacija vladinih službi i specijalizovani programi pomoći će Vam u ovom poslu.

Koliko treba da bude dugacak biznis plan

U zavisnosti od onoga za šta koristite Biznis plan, on može biti različite dužine – od svega nekoliko kucanih stranica pa sve do planova s nekoliko stotina stranica koji opisuju kompleksno poslovanje. Tipični Biznis plan treba da bude dugačak između 15 i 20 stranica, ali su u ovom pogledu varijante mnogobrojne i različite.

Dužina Biznis plana uglavnom zavisi od prirode biznisa. Ukoliko imate jednostavan koncept, neće biti potrebno mnogo teksta da potencijalnom investitoru predočite šta želite. S druge strane, ukoliko pokrećete novu vrstu posla u okviru neke privredne grane, biće Vam potrebno više da objasnite šta ćete raditi.

Sadržaj Vašeg Biznis plana takođe određuje njegovu dužinu. Ukoliko tražite investitora koji je spreman da uloži milione evra u neki rizičan posao, biće Vam potrebno mnogo reči kako biste ga ubedili da je Vaš biznis upravo ono što je i njemu potrebno i od čega će i on profitirati. Ako Biznis plan koristite samo za internu upotrebu, definisanje samo važnijih stavki u okviru njega biće Vam dovoljno.

Sadrzaj biznis plana

Biznis plan se u osnovi može podeliti na četiri osnovna dela – opšte informacije o Vašem biznisu, marketing, finansije i upravljanje ljudskim resursima.

Opšte informacije o Vašem biznisu

Počinjete s osnovnim stvarima vezanim za Vaš biznis. Početna strana treba da sadrži ime kompanije (firme), adresu i vlasnika(e). Definišite vrstu biznisa, strukturu i udeo različitih vlasnika. Mislite o ovome jer će investitori prvo pogledati kako će struktura Vašeg poslovanja izgledati u budućnosti. Zatim opišite Vaš biznis i proizvode ili servise koje ćete ponuditi tržištu. Objasnite zašto je Vaš proizvod profitabilan i zašto bi Vaši korisnici kupovali Vaš proizvod, svejedno da li je on nešto novo na tržištu ili je jednostavno bolji po nekim karakteristikama od konkurenata na tržištu.
Ukoliko je Vaš biznis u oblasti visokih tehnologija ili biotehnologije, obavezno uključiti dokumente o dobijanju patenta i intelektualnog vlasništva.
Pokušajte da date presek sektora u kome ćete poslovati i njegove potencijale. Iskoristite podatke o konkurentima da biste predstavili veličinu tržišta i koliki udeo ćete imati na tržištu.

Marketing

Ključ marketinga je razumevanje Vaših korisnika. Morate biti sposobni da definišete profil Vaših kupaca, njihove navike i karakteristike. Ovo će Vam uveliko pomoći da pronađete mesto i cenu svog proizvoda na tržištu. Morate biti spremni da uvek odgovarate na potrebe i zahteve kupaca, u svakom trenutku razvoja biznisa.
U ovom delu potrebno je odraditi različite kombinacije analiza, uključujući SWOT analize (jačina, slabosti, šanse i strahovi), svih oblasti. Obavezno definisati svaku vrstu konkurencije.
Ovim ćete pokazati investitoru da je upravljački kadar realističan u pogledu nastupa na tržištu i budućnosti kompanije.

Finansije

Ovaj deo biznis plana podrazumeva definisanje svih finansijskih potreba, ulaganja i korišćenja u pravcu razvoja Vašeg biznisa. Uključuje celokupan finansijski obračun za prethodnu godinu, do tri godine ukoliko već toliko radite, s detaljima u vezi kredita i dugovanja. Takođe uključuje trenutni obračun finansijskih sredstava, predviđanja rasta finansija i analize ulaganja. Finansijski plan čine projekcija prihoda, tokovi gotovine (cashflow statement), račun dobiti/gubitka i bilans uspeha. Budite realni u vezi svojih finansijskih projekcija i navodite različite podatke (i brojke) kada definišete prodajne podatke, troškove i tokove novca u dužem i kraćem vremenskom periodu. Podaci o prodaji (ne) moraju da impresioniraju potencijalnog investitora, ali preporučujemo da budete realni u pogledu troškova.

Menadžment i organizacija

Ova oblast Vašeg biznis plana treba da uključuje sve karakteristike i iskustva svih članova Vašeg tima. Obavezno priložiti radne biografije za svakog individualca i prednosti i slabosti Vašeg tima kao celine.

Rezime biznis plana

Ovo predstavlja veoma važan, ali ne i najvažniji deo biznis plana. U njemu nije potrebno prepričati biznis plan, ali predstavlja nešto što će potencijalni investitor prvo pročitati i potrebno je da ga u svakom smislu zainteresujete.
Kao i celokupan biznis plan, rezime mora biti jasno napisan i razumljiv i u njemu morate opisati Vaš biznis u realnosti sa ciljem ubeđivanja investitora. Rezime ne treba da bude duži od 1.000 reči.
U ovom delu potrebno je navesti osnovne definicije i ciljeve Vašeg bavljenja biznisom, tip poslovanja i klijente koje opslužujete, ciljeve kompanije i poslovanje na nivou konkurencije. Ovaj deo treba da kombinuje Vašu trenutnu situaciju s stanjem u kome želite da se nađete posle investiranja u Vašu kompaniju.

Kako napisati biznis plan

1. Početna strana Početna strana treba da sadrži sledeće detalje:
- naziv preduzeća
- adresu, kontakt informacije (telefon, fax, elektronsku adresu, www adresu)
- logo
- naznaku za koga je namenjen biznis plan

2. Rezime biznis plana
- zapravo skracena prezentacija biznis plana
- ovaj deo potrebno je pisati u pozitivno i realističnom tonu
- ne treba da bude podeljen na previše delova kako bi pažnja čitaoca (investitora) bila ostala fokusirana
- dužina rezimea ne treba da prelazi dve stranice i treba da sadrži: jedan ili dva odeljka koji definišu aktivnost firme; kratak opis poslovanja firme; važnije relevantne detalje (kada je formirana firma, detalje o proizvodu/servisu, prodajne podatke i profit u prethodnom periodu); opis osoba u vrhu odlučivanja u firmi; jedan ili dva odeljka o veličini tržišta i potencijalu rasta firme.

3. Proizvod/usluga Ovo je deo gde u potpunosti morate opisati Vaš proizvod ili uslugu, stepen razvijenosti i konkurentne prednosti. POtencijalni investitor ne mora da bude specijalista u određenoj oblasti pa je potrebno objasniti na veoma jednostavan način i izbegavati stručne termine.

Ovaj deo sadrži:
- opis proizvoda ili usluge
- spremnost za tržište
- konkurentske prednosti
- garancija i postprodajni servis

4. Upravljanje i organizacija Kroz prizmu potencijalnog investitora, kvalitet menadžment tima (iskustvo i veštine) vrlo često predodređuje poslovni uspeh preduzeća znatno više nego, recimo, proizvod ili usluga. Ovaj deo potrebno je da izgradi kredibilitet menadžment tima.

Ova sekcija treba da sadrži:
- glavnu listu pozicija u menadžment timu, opis njihovih primarnih odgovornosti i zaduženja, njihova iskustva i sposobnosti
- definišite listu svih zaposlenih, sa naglaskom na njihova različita zaduženja
- identifikujte listu kadrova koja Vam je potrebna u budućnosti za planirani razvoj poslovanja
- ilustrujte organizaciju preduzeća putem dijagrama pokazujući trenutno stanje i promene/migracije radnih mesta
- prikažite povezanost sa spoljnim saradnicima, partnerima i ostalim kadrovima
- prikažite istorijat organizacije

5. Tržište Istraživanje tržišta je proces sakupljanja, obrade, klasifikovanja i analize brojnih podataka o kupcima koji treba da bude realizovano pre početka biznisa.

Potrebno je definisati profil Vašeg kupca putem sledećih pitanja:
- ko su Vaši kupci/potrošači? Kakva je njihova kupovna moć?
- kako cena, kvalitet, boja, pakovanje, garancija, servis, popusti i ostalo utiču na odluku o kupovini?
- da li je proizvod/usluga za njih: neophodnost, samo jedna od nabavki ili luksuz?
- kakav je sistem plaćanja?
- da li je kupac istovremeno i korisnik?
- koliko je važan lični kontakt sa kupcem?
- da li poznajete profil potencijalnog kupca?
- vrsta i lista najvažnijih kupaca...

Definisanje tržišta:
- osnovni trendovi u oblasti u kojoj firma posluje, s ciljem utvrđivanja ukupnog tržišnog potencijala
- koja je ukupna veličina Vašeg tržišta – lokalnog, regionalnog, nacionalnog, globalnog?
- izvršiti segmentaciju tržišta s posebnim naznakama o mogućnostima ulaska na pojedinačno tržište
- pozicioniranje Vašeg proizvoda/usluge na tržištu
- teškoće i barijere za ulazak na konkretno tržište

6. Konkurencija Morate znati da svaki proizvod/usluga ima svoju konkurenciju. Praksa razvijenih zemalja pokazala je da iznenađujuće veliki broj preduzetnika misli da nema konkurenciju u oblasti poslovanja njhovog preduzeća.
Iako ona često nije direktna, dobro posmatranje i analiza konkurencije Vam omogućava da bolje razumete potrebe kupaca i njihovu spremnost da to plate i bolje pozicionirate Vaš biznis u odnosu na konkurenciju.
U okviru ovog dela obavezno izvršiti: istraživanje, klasifikaciju, analizu, veličinu, profitabilnost i način poslovanja konkurencije

7. Marketing U ovom delu potrebno je definisati marketing strategiju kojom će se pridobiti interes kupaca/potrošača, motivisati ih za kupovinu i ostvariti to na profitnoj osnovi.
Marketing strategiju definišemo kao selekciju ciljnih tržišta, izbor konkurentske pozicije i razvoj efektivnog marketing miksa u funkciji servisiranja pridobijenih kupaca/potrošača.

Marketing strategija uključuje sledeće elemente:
- cenovna strategija (definisanje cena proizvoda, kakva je Vaša politika cena u odnosu na konkurenciju, koliki profit ostvarujete uz pomoć Vaše cenovne politike, kalkulacija cena u narednom periodu itd.)
- plan promotivnih aktivnosti (oglašavanje, odnosi s javnošću)
- prodajni kanali (definisanje prodajnih kanala, mogućnost proširenja, konkurentske prednosti islabosti u ovom delu)
- servis i garancija
- modeli istraživanja tržišta i ponašanja kupaca

8. Operativni plan U ovom delu treba definisati sve aktivnosti koje se izvršavaju u okviru Vaše proizvodnje, dati šemu tehnološkog procesa, specifikaciju i tehničke karakteristike proizvodne opreme, definisati potrebne materijale i njihove isporučioce, tehnološki kapacitet i obim proizvodnje, osnovne karakteristike transporta (materijala, unutrašnjeg transporta, gotovih proizvoda) i distribucije (distributivni kanali), kvalifikacionu strukturu i broj zaposlenih, naznake osiguranja i leganosti, itd.

9. Finansije Jasno defisanje finansijskih sredstava veoma je bitno za ocenjivanje investitora o mogućnostima ulaganja i treba da sadrži:
- stanje sredstava koje preduzeće anticipira za naredni period
- način na koji će ta sredstva biti obezbeđena
- očekivani nivo prodaje, troškova i profita

Finansijski plan čini:
- bilans uspeha
- prelomna tačka rentabilnosti (breakeven tačka)
- projekcija prihoda
- račun dobiti/gubitka
- tok gotovine (cashflow)

10. Dodaci i prilozi
Obuhvataju:
- statističke podatke (tabele, grafikoni...)
- rezultati izvršenih istraživanja (ankete, upitnici...)
- katalozi, reklamni materijal
- cenovnici
- polise osiguranja
- menadžerski ugovori
- ugovori o zaključenim izvoznim poslovima

SWOT analiza

S-strengts (snage); W-weaknesses (slabosti); O-oportunities (sanse); T-threats (pretnje); SWOT analiza predstavlja metod koji omogućava da se Vaš biznis u potpunosti definiše u okviru faktora koji maju najviše uticaja na poslovanje. Ovo predstavlja veoma jednostavan i poznat način identifikacije ključnih osobina i komunikacije s različitim osobenostima. Kod pisanja SWOT analize, neophodno je sagledati eksterne i interne cinioce poslovanja koji mogu da uticu na uspesnost biznisa. Cilj SWOT analize jeste da identifikuje kritične tačke u svakoj situaciji i organizuje ih u pravac koji će se uklopiti s strategijom Vaše firme. Radite na sledećem:
- izgradnja i jačanje jakih strana preduzeća
- minimalizacija slabosti
- proširivanje šansi okruženja
- definisanje opasnosti i izgradnja strategije za odbranu

Do nekih zaključaka možete doći ukoliko odgovorite na sledeća pitanja:
- kako iskoristiti jake strane preduzeća za korišćenje šansi okruženja?
- kako iskoristiti jake strane preduzeća za odbranu od opsnosti okruženja?
- kako slabosti preduzeća mogu uticati na korišćenje šansi okruženja?
- kako slabosti preduzeća mogu da utiču na odbranu od opasnosti okruženja?

Najveća opasnost posle vršenja SWOT analize jeste nepreduzimanje nicega što bi promenilo zatečene karakteristike i osobine. Mnogi izvrše analizu svog preduzeća, ali kasnije nisu u mogućnosti ili nemaju sredstava da bilo šta promene u svom poslovanju i poziciji na tržištu. SWOT analiza pre može da se definiše kao sveobuhvatan opis karakteristika, nego što je analiza u pravom smislu te reči. Ona može da bude deo analitičkog odlučivanja.

Treba biti načisto s ovim. Kao i većina analiza u oblasti menadžmenta, SWOT analiza ne daje nikakve specifične odgovore. Ali, ona predstavlja način efikasne organizacije informacija i osetljivih karakteristika kao baza za izgradnju poslovne strategije i operativnih planova. Ona je relativno brza, jasna i efektivna.

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