[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.polsepa.cz\/analyza-externiho-prostredi-je-nezbytnou-soucasti-strategicke-analyzy\/#Article","mainEntityOfPage":"https:\/\/www.polsepa.cz\/analyza-externiho-prostredi-je-nezbytnou-soucasti-strategicke-analyzy\/","headline":"Anal\u00fdza extern\u00edho prost\u0159ed\u00ed je nezbytnou sou\u010d\u00e1st\u00ed strategick\u00e9 anal\u00fdzy","name":"Anal\u00fdza extern\u00edho prost\u0159ed\u00ed je nezbytnou sou\u010d\u00e1st\u00ed strategick\u00e9 anal\u00fdzy","description":"1. Makroprost\u0159ed\u00ed \u2013anal\u00fdzy pod\u00e1vaj\u00ed informace o vn\u011bj\u0161\u00edm prost\u0159ed\u00ed. Zkoumaj\u00ed a hodnot\u00ed vliv hlavn\u00edch faktor\u016f extern\u00edho prost\u0159ed\u00ed na strategii podniku. V\u011bt\u0161inou se pracuje se sekund\u00e1rn\u00edmi zdroji, studiemi, statistick\u00fdmi soubory, odborn\u00fdmi \u010dasopisy ale tak\u00e9 s\u00a0prim\u00e1rn\u00edmi informacemi. \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 PEST \u2013 c\u00edlem t\u00e9to anal\u00fdzy je nal\u00e9zt v\u00fdznamn\u00e9 slo\u017eky prost\u0159ed\u00ed maj\u00edc\u00ed vliv na podnik a zjistit, zda se jedn\u00e1 o […]","datePublished":"2023-05-15","dateModified":"2023-05-15","author":{"@type":"Person","@id":"https:\/\/www.polsepa.cz\/author\/#Person","name":"","url":"https:\/\/www.polsepa.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/f677d652d46d6437b40497bee38030612d53a3103b24904f519be33cae485306?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/f677d652d46d6437b40497bee38030612d53a3103b24904f519be33cae485306?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"polsepa.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.polsepa.cz\/wp-content\/uploads\/img_a314316_w1909_t1525116074.jpg","url":"https:\/\/www.polsepa.cz\/wp-content\/uploads\/img_a314316_w1909_t1525116074.jpg","height":0,"width":0},"url":"https:\/\/www.polsepa.cz\/analyza-externiho-prostredi-je-nezbytnou-soucasti-strategicke-analyzy\/","wordCount":531,"articleBody":"1. Makroprost\u0159ed\u00ed \u2013anal\u00fdzy pod\u00e1vaj\u00ed informace o vn\u011bj\u0161\u00edm prost\u0159ed\u00ed. Zkoumaj\u00ed a hodnot\u00ed vliv hlavn\u00edch faktor\u016f extern\u00edho prost\u0159ed\u00ed na strategii podniku. V\u011bt\u0161inou se pracuje se sekund\u00e1rn\u00edmi zdroji, studiemi, statistick\u00fdmi soubory, odborn\u00fdmi \u010dasopisy ale tak\u00e9 s\u00a0prim\u00e1rn\u00edmi informacemi.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 PEST \u2013 c\u00edlem t\u00e9to anal\u00fdzy je nal\u00e9zt v\u00fdznamn\u00e9 slo\u017eky prost\u0159ed\u00ed maj\u00edc\u00ed vliv na podnik a zjistit, zda se jedn\u00e1 o p\u0159\u00edle\u017eitost \u010di hrozbu (politicko-legislativn\u00ed, ekonomick\u00e9, soci\u00e1ln\u011b-demografick\u00e9 a technicko-technologick\u00e9 faktory).\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 PESTLE \u2013 jedn\u00e1 se o modifikaci PEST anal\u00fdzy (politick\u00e9, ekonomick\u00e9, soci\u00e1ln\u00ed, technologick\u00e9, legislativn\u00ed a ekologick\u00e9 faktory).\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 STEEPLED \u2013 jedn\u00e1 se o dal\u0161\u00ed modifikaci PEST anal\u00fdzy, kter\u00e1 zahrnuje tak\u00e9 etick\u00e9 a demografick\u00e9 faktory.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 STEER \u2013 zahrnuje sociokulturn\u00ed faktory, technologick\u00e9, ekonomick\u00e9, ekologick\u00e9 a reguluj\u00edc\u00ed faktory.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Extrapolace trend\u016f (progn\u00f3zov\u00e1n\u00ed) \u2013 jedn\u00e1 se o matematick\u00e9 modely, kter\u00e9 jsou vyu\u017e\u00edv\u00e1ny v\u00a0progn\u00f3zov\u00e1n\u00ed. Prognostick\u00e1 metoda m\u016f\u017ee ur\u010dit pravd\u011bpodobn\u00fd pr\u016fb\u011bh ur\u010dit\u00e9ho jevu z\u00a0dat jeho dosavadn\u00edho v\u00fdvoje. V\u011bt\u0161inou se realizuje jako ur\u010dit\u00fd v\u00fdpo\u010detn\u00ed algoritmus r\u016fzn\u00fdch regresn\u00edch \u010dar. Progn\u00f3za m\u00e1 informa\u010dn\u00ed, heuristickou, analytickou, syntetickou a normativn\u00ed funkci. Jej\u00ed kvalita je v\u0161ak ovliv\u0148ov\u00e1na zejm\u00e9na kvalitn\u00edmi informace, objektivn\u00edm zpracov\u00e1n\u00edm, schopnosti a postoji zpracovatele, pochopen\u00edm a vhodnou aplikac\u00ed sv\u011btov\u00fdch megatrend\u016f.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Expertn\u00ed metody \u2013 zam\u011b\u0159uje se na \u010dinnosti, kter\u00e9 vy\u017eaduj\u00ed zvl\u00e1\u0161tn\u00ed znalosti. Proto se expertn\u00ed posouzen\u00ed vyu\u017e\u00edv\u00e1 v\u00a0p\u0159\u00edpadech, kdy je pot\u0159eba posoudit mo\u017en\u00fd v\u00fdvoj posuzovan\u00e9ho probl\u00e9mu. Vyu\u017e\u00edv\u00e1 se nap\u0159\u00edklad metoda Brainstorming (bou\u0159e mozk\u016f) nebo delfsk\u00e1 metoda (kter\u00e1 zji\u0161\u0165uje, kdy se co stane, nebo co se m\u016f\u017ee st\u00e1t, a za jak\u00fdch podm\u00ednek).\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Metoda sc\u00e9n\u00e1\u0159\u016f \u2013 vyu\u017e\u00edv\u00e1 se v\u00a0p\u0159\u00edpad\u011b, \u017ee existuj\u00ed ur\u010dit\u00e9 nekontinu\u00e1ln\u00ed zm\u011bny v\u00a0okol\u00ed podniku. Sc\u00e9n\u00e1\u0159 pak p\u0159edstavuje zobrazen\u00ed v\u0161ech dosa\u017eiteln\u00fdch \u010di v\u00fdznamn\u00fdch progn\u00f3z a informac\u00ed. C\u00edlem je ur\u010dit kritick\u00e9 okam\u017eiky v\u00fdvoje. Mohou b\u00fdt vytvo\u0159eny: sc\u00e9n\u00e1\u0159e mo\u017en\u00fdch ud\u00e1lost\u00ed, simula\u010dn\u00ed sc\u00e9n\u00e1\u0159e, sc\u00e9n\u00e1\u0159e stavu okol\u00ed \u010di sc\u00e9n\u00e1\u0159e procesu okol\u00ed.2. Trh \u2013jedn\u00e1 se o soubor v\u0161ech skute\u010dn\u00fdch i potenci\u00e1ln\u00edch kupuj\u00edc\u00edch konkr\u00e9tn\u00edho produktu. Je to m\u00edsto, kde se st\u0159et\u00e1v\u00e1 nab\u00eddka a popt\u00e1vka.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Anal\u00fdza odv\u011btv\u00ed \u2013 zam\u011b\u0159uje se p\u0159edev\u0161\u00edm na hybn\u00e9 s\u00edly odv\u011btv\u00ed a na jeho atraktivitu.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Anal\u00fdza konkurence \u2013 vyu\u017e\u00edv\u00e1 se Porterova anal\u00fdza a mapa konkuren\u010dn\u00edch skupin. Porterova anal\u00fdza konkurence (n\u011bkdy naz\u00fdv\u00e1na anal\u00fdza 5 sil) se zam\u011b\u0159uje na anal\u00fdzu odv\u011btv\u00ed a rizik. Jeho podstatou je zejm\u00e9na progn\u00f3zov\u00e1n\u00ed v\u00fdvoje konkuren\u010dn\u00ed situace ve zkouman\u00e9m odv\u011btv\u00ed. Zam\u011b\u0159uje se na v\u00fdzkum st\u00e1vaj\u00edc\u00edch konkurent\u016f, potenci\u00e1ln\u00edch konkurent\u016f, dodavatel\u016f, kupuj\u00edc\u00edch a substitut\u016f.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Anal\u00fdza z\u00e1kazn\u00edk\u016f\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 V\u00fdzkum trhu\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Strategick\u00e9 mapy\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Anal\u00fdza globaliza\u010dn\u00edch trend\u016f                                                                                                                                                                                                                                                                                                                                                                                        3.5\/5 - (10 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Anal\u00fdza extern\u00edho prost\u0159ed\u00ed je nezbytnou sou\u010d\u00e1st\u00ed strategick\u00e9 anal\u00fdzy","item":"https:\/\/www.polsepa.cz\/analyza-externiho-prostredi-je-nezbytnou-soucasti-strategicke-analyzy\/#breadcrumbitem"}]}]