THE ANALYSIS OF COMPETITIVE FORCES: THE CASE OF HOTEL ENTERPRISES

Companies are faced with a multitude of environmental influences. The dynamism of these influences is more and more turbulent. Also the interactions of the companies with their relevant environment are dynamic and complex. Porter has identified five forces that are widely used to assess the structure of any industry. This paper discusses the situation in the field of competitive forces: customers, competitors, technology, and suppliers. The research compares all the Slovene companies with companies in the hotel industry. The researched population includes the companies with more than 20 employees. According to the results of the ANOVA tests, the basic hypothesis that there are no statistically significant differences in the perception of trends in competitive environment between all surveyed companies and hotel companies is generally confinned, with the exception of only two of the eleven statements.
Hotelska poduzeća se suočavaju s višestrukim razvojnim utjecajima. Interakcija utjecaja hotelskih poduzeća s njihovim okruženjem sve je dinamičnija i kompleksnija. U ovom radu obrađeni su odnosi sudionika “tržišne utakmice”: kupci, natjecatelji (proizvođači), tehnologije i dobavljači. U istraživanju natjecateljskih snaga u poduzećima s više od 20 zaposlenih uspoređena su sva slovenska poduzeća s poduzećima u hotelskoj industriji. Rezultati istraživanja potvrđuju hipotezu da nema bitnih razlika između poduzeća u drugim djelatnostima i poduzeća koja nude hotelske proizvode. Za hotelska poduzeća znakovito je da u svom poslovanju više rabe informacijske tehnologije nego u drugim poduzećima.