{"id":9963,"date":"2023-02-16T13:33:56","date_gmt":"2023-02-16T12:33:56","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=9963"},"modified":"2024-05-13T14:57:44","modified_gmt":"2024-05-13T12:57:44","slug":"konkurencna-vyhoda-a-jej-zdroje","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/konkurencna-vyhoda-a-jej-zdroje\/","title":{"rendered":"Konkuren\u010dn\u00e1 v\u00fdhoda a jej zdroje"},"content":{"rendered":"<h2>Konkuren\u010dn\u00e1 v\u00fdhoda<\/h2>\n<p>Konkuren\u010dn\u00e1 v\u00fdhoda vznik\u00e1 z hodnoty, ktor\u00fa je podnik schopn\u00fd vytvori\u0165 pre svojich z\u00e1kazn\u00edkov. M\u00f4\u017ee ma\u0165 podobu ni\u017e\u0161\u00edch cien za rovnocenn\u00e9 produkty ako <a href=\"https:\/\/www.euroekonom.sk\/ekonomika\/agrarna-ekonomika\/monopol-oligopol-konkurencia-a-maximalizacia-zisku-podniku-v-podmienkach-roznych-typov-trhovej-konkurencie\/\">konkurencia<\/a>, alebo poskytnutie zvl\u00e1\u0161tnej v\u00fdhody, ktor\u00e1 viac vynahrad\u00ed vy\u0161\u0161iu cenu.<a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a><br \/>\nKonkuren\u010dn\u00e1 v\u00fdhoda umo\u017en\u00ed podniku v pr\u00edslu\u0161nom odbore podnikania dlhodobo dosahova\u0165 nadpriemern\u00e9 v\u00fdsledky. Pre \u00faspe\u0161n\u00e9 fungovanie v trhovom prostred\u00ed mus\u00ed ma\u0165 podnik vytvoren\u00fa ur\u010dit\u00fa konkuren\u010dn\u00fa schopnos\u0165. Konkurencieschopnos\u0165 podniku je v\u00fdsledkom \u00farovne a p\u00f4sobenia jeho podnikate\u013esk\u00fdch aktiv\u00edt. Zvy\u0161uje sa rast\u00facou inova\u010dnou \u010dinnos\u0165ou, reproduk\u010dnou a expertnou silou, platobnou pohotovos\u0165ou a schopnos\u0165ou, rast\u00facou kvalifik\u00e1ciou pracovn\u00edkov. \u00dasilie o vysok\u00fa konkuren\u010dn\u00fa schopnos\u0165 sa za\u010d\u00edna u\u017e strategick\u00fdmi z\u00e1mermi vo v\u00fdskume, v\u00fdvoji a marketingu, pokra\u010duje vz\u0165ahom k dod\u00e1vate\u013eom a z\u00e1sobovacou strat\u00e9giou, premieta sa vo vyu\u017eit\u00ed \u0161pi\u010dkovej techniky a technol\u00f3gie v transforma\u010dnom procese, odr\u00e1\u017ea sa v inovovanom v\u00fdrobnom sortimente a vysokou kvalitou a vrchol\u00ed spokojnos\u0165ou z\u00e1kazn\u00edkov, dobrou poves\u0165ou podniku a jeho pozit\u00edvnym hodnoten\u00edm verejnos\u0165ou.<a href=\"#_ftn2\" name=\"_ftnref2\">[2]<\/a><\/p>\n<h2>Zdroje konkuren\u010dnej v\u00fdhody<\/h2>\n<p>P\u00f4vodom konkuren\u010dnej v\u00fdhody m\u00f4\u017eu by\u0165:<\/p>\n<ul>\n<li>diferenci\u00e1cia prostredn\u00edctvom jednotliv\u00fdch n\u00e1strojov marketingov\u00e9ho mixu na z\u00e1klade ich nov\u00fdch ekologick\u00fdch atrib\u00fatov,<\/li>\n<li>n\u00e1kladov\u00e1 v\u00fdhody, \u010di u\u017e prostredn\u00edctvom dizajnovej, alebo technologickej inov\u00e1cie, ktor\u00e9 s\u00fa v\u00fdsledkom zn\u00ed\u017eenia spotreby materi\u00e1lu, energie, zne\u010distenia \u010di odpadu spojen\u00e9ho s produktom alebo slu\u017ebou,<\/li>\n<li>vstup na nov\u00e9 trhy, ke\u010f\u017ee pr\u00e1ve trhy udr\u017eate\u013en\u00fdch produktov predstavuj\u00fa aktu\u00e1lne najr\u00fdchlej\u0161ie rast\u00face oblasti,<\/li>\n<li>vyu\u017eitie trhovej medzery,<\/li>\n<li>inov\u00e1cia a kreativita vo v\u00fdvoji produktov.<a href=\"#_ftn3\" name=\"_ftnref3\">[3]<\/a><\/li>\n<\/ul>\n<h2>Podmienky vzniku konkuren\u010dnej v\u00fdhody<\/h2>\n<p>Konkuren\u010dn\u00e1 v\u00fdhoda m\u00f4\u017ee vznikn\u00fa\u0165 len za priazniv\u00fdch podmienok, ktor\u00e9 sp\u00f4sobuj\u00fa rozdiely medzi podnikmi. Tam, kde nie je priestor a d\u00f4vod na vznik rozdielov, konkuren\u010dn\u00e1 v\u00fdhoda spravidla nevznik\u00e1. Odli\u0161nosti medzi podnikmi sp\u00f4sobuj\u00fa vlastnosti ich <a href=\"https:\/\/www.euroekonom.sk\/manazment-a-jeho-prostredie\/\">extern\u00e9ho a intern\u00e9ho prostredia<\/a>. Extern\u00e9 podmienky v mnoh\u00fdch odvetviach predstavuj\u00fa napr. cenov\u00e9 v\u00fdkyvy vstupn\u00fdch surov\u00edn, zmeny menov\u00fdch kurzov, spr\u00edsnenie ekologick\u00fdch noriem a in\u00e9. Konkuren\u010dn\u00e1 v\u00fdhoda nie je poskytovan\u00e1 vonkaj\u0161\u00edm prostred\u00edm samovo\u013ene, ale z\u00e1vis\u00ed aj od schopnosti intern\u00e9ho prostredia podniku identifikova\u0165 a reagova\u0165 na zmeny extern\u00fdch podmienok. Vznikom turbulentn\u00e9ho podnikate\u013esk\u00e9ho prostredia sa vn\u00edmavos\u0165 na extern\u00e9 zmeny stala d\u00f4le\u017eit\u00fdm zdrojom konkuren\u010dnej v\u00fdhody.<a href=\"#_ftn4\" name=\"_ftnref4\">[4]<\/a><\/p>\n<h2>Tvorba hodnoty<\/h2>\n<p>Zmyslom existencie podniku je tvorba hodnoty, ktor\u00e1 uspokoj\u00ed z\u00e1ujmy vo vz\u0165ahu k podniku v\u00fdznamn\u00fdch z\u00e1ujmov\u00fdch skup\u00edn. \u00da\u010delovo je mo\u017en\u00e9 ich rozdeli\u0165 do dvoch kateg\u00f3ri\u00ed:<\/p>\n<ul>\n<li>vlastn\u00edci \u2013 vo\u010di ktor\u00fdm m\u00e1 podnik fi\u0161k\u00e1lne z\u00e1v\u00e4zky,<\/li>\n<li>ostatn\u00e9 z\u00e1ujmov\u00e9 skupiny \u2013 vo\u010di ktor\u00fdm m\u00e1 podnik spolo\u010densk\u00e9 z\u00e1v\u00e4zky.<\/li>\n<\/ul>\n<p>Vytv\u00e1ranie hodnoty je hlavn\u00fdm poslan\u00edm mana\u017e\u00e9rov a najlep\u0161\u00edm prostriedkom, ako to dosiahnu\u0165 je budovanie konkuren\u010dnej v\u00fdhody. Konkurencieschopnos\u0165 je relat\u00edvny pojem, vz\u0165ahuje podnik s jeho konkurentmi. V ekonomickom slova zmysle je to schopnos\u0165 podniku dosahova\u0165 ekonomick\u00e9 renty. Ekonomick\u00e1 renta je definovan\u00e1 ako v\u00fdnos presahuj\u00faci mno\u017estvo, ktor\u00e9 by zdroje generovali pri najlep\u0161om mo\u017enom alternat\u00edvnom vyu\u017eit\u00ed.<br \/>\nV r\u00e1mci strategick\u00e9ho riadenia sa navz\u00e1jom konkuruj\u00fa dva pr\u00edstupy k tvorbe konkuren\u010dnej v\u00fdhody:<\/p>\n<ul>\n<li>pozi\u010dn\u00fd, pod\u013ea neho konkuren\u010dn\u00e1 v\u00fdhoda vypl\u00fdva z jedine\u010dnej poz\u00edcie podniku,<\/li>\n<li>zdrojov\u00fd, pod\u013ea neho konkuren\u010dn\u00e1 v\u00fdhoda vypl\u00fdva z jedine\u010dn\u00fdch zdrojov podniku.<a href=\"#_ftn5\" name=\"_ftnref5\">[5]<\/a><\/li>\n<\/ul>\n<h2>Anal\u00fdza konkuren\u010dnej v\u00fdhody<\/h2>\n<p>Anal\u00fdzou a identifik\u00e1ciou konkuren\u010dnej v\u00fdhody podniku sa zaoberal <a href=\"https:\/\/www.euroekonom.sk\/manazment\/strategicky-manazment\/analyza-konkurencie\/\">Michael Porter v anal\u00fdze konkurencie<\/a>. Met\u00f3da internej anal\u00fdzy VRIO je zalo\u017een\u00e1 na existencii tak\u00e9ho vn\u00fatorn\u00e9ho prostredia podniku, ktor\u00e9 je zlo\u017een\u00e9 z heterog\u00e9nnych a imobiln\u00fdch zdrojov a sp\u00f4sobilost\u00ed. Vn\u00fatorn\u00e9 prostredie podniku sa sk\u00fama pod\u013ea \u0161tyroch krit\u00e9ri\u00ed, ktor\u00fdmi s\u00fa:<\/p>\n<ol>\n<li>U\u017eito\u010dnos\u0165 \u2013 hodnot\u00ed, \u010di disponibiln\u00e9 zdroje a sp\u00f4sobilosti umo\u017e\u0148uj\u00fa podniku reagova\u0165 na vonkaj\u0161ie hrozby a pr\u00edle\u017eitosti.<\/li>\n<li>Vz\u00e1cnosti \u2013 vyjadruje, ko\u013eko in\u00fdch konkuren\u010dn\u00fdch podnikov u\u017e vlastn\u00ed rovnak\u00e9 alebo podobn\u00e9 u\u017eito\u010dn\u00e9 zdroje a schopnosti.<\/li>\n<li>Imitovate\u013enosti \u2013 zaznamen\u00e1va, do akej miery je zlo\u017eit\u00e9, n\u00e1ro\u010dn\u00e9 a najm\u00e4 n\u00e1kladn\u00e9 vybudova\u0165, alebo obstara\u0165 ch\u00fdbaj\u00face zdroje alebo sp\u00f4sobilosti v porovnan\u00ed s podnikmi, ktor\u00e9 u\u017e nimi disponuj\u00fa.<\/li>\n<li>Organizovanosti \u2013 sk\u00fama, \u010di je podnik organizovan\u00fd tak, aby naplno vyu\u017eil konkuren\u010dn\u00fd potenci\u00e1l svojich zdrojov a sp\u00f4sobilost\u00ed.<a href=\"#_ftn6\" name=\"_ftnref6\">[6]<\/a><\/li>\n<\/ol>\n<h2>Identifik\u00e1cia strategick\u00fdch skup\u00edn<\/h2>\n<p>Je u\u017eito\u010dn\u00e9 uv\u00e1\u017ei\u0165 rozsah, do ktor\u00e9ho sa organiz\u00e1cia l\u00ed\u0161i z h\u013eadiska charakterist\u00edk. Medzi niektor\u00e9 charakteristiky pre identifik\u00e1ciu strategick\u00fdch skup\u00edn patria:<\/p>\n<ul>\n<li>miera rozmanitosti produktu (alebo slu\u017eieb),<\/li>\n<li>miera geografick\u00e9ho po\u013ea p\u00f4sobnosti,<\/li>\n<li>po\u010det pokryt\u00fdch \u010dast\u00ed trhu,<\/li>\n<li>pou\u017eit\u00e9 distribu\u010dn\u00e9 kan\u00e1ly,<\/li>\n<li>rozsah zna\u010dky,<\/li>\n<li>marketingov\u00e9 \u00fasilie,<\/li>\n<li>miera vertik\u00e1lnej integr\u00e1cie,<\/li>\n<li>kvalita produktu alebo slu\u017eieb,<\/li>\n<li>vodcovsk\u00e9 postavenie v oblasti technol\u00f3gie,<\/li>\n<li>schopnos\u0165 v\u00fdskumu a v\u00fdvoja,<\/li>\n<li>n\u00e1kladov\u00e1 poloha, vyu\u017eitie kapacity,<\/li>\n<li>cenov\u00e1 politika,<\/li>\n<li>\u00farove\u0148 vybavenia,<\/li>\n<li>vlastn\u00edcka \u0161trukt\u00fara,<\/li>\n<li>vz\u0165ahy k vplyvn\u00fdm skupin\u00e1m (vl\u00e1da, mesto),<\/li>\n<li>ve\u013ekos\u0165 organiz\u00e1cie.<a href=\"#_ftn7\" name=\"_ftnref7\">[7]<\/a><\/li>\n<\/ul>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> MICHAEL E. PORTER,<em>. KONKUREN\u010cN\u00c1 V\u00ddHODA. <\/em>(online) [citovan\u00e9 14. 11. 2013] Dostupn\u00e9 z: http:\/\/dokumenty.krajciova.sk\/MP_KonkurencnaVyhoda.pdf.<br \/>\n<a href=\"#_ftnref2\" name=\"_ftn2\">[2]<\/a> HITTM\u00c1R, \u0160., 2011. <em>Mana\u017ement. <\/em>\u017dilina : \u017dilinsk\u00e1 univerzita, 2011. 180 s. ISBN 80-8070-558-5. S. 67.<br \/>\n<a href=\"#_ftnref3\" name=\"_ftn3\">[3]<\/a> VASI\u013dOV\u00c1, M., <em>Marketing a trvalo udr\u017eate\u013en\u00fd rozvoj. <\/em>(online) [citovan\u00e9 14. 11. 2013] Dostupn\u00e9 z: http:\/\/www.slideshare.net\/Oikosbratislava\/marketing-a-udrzatelny-rozvoj.<br \/>\n<a href=\"#_ftnref4\" name=\"_ftn4\">[4]<\/a> SL\u00c1VIK, \u0160., 2005. <em>Strategick\u00fd mana\u017ement. <\/em>Bratislava : SPRINT, 2005. 403 s. ISBN 80-89085-49-0. S. 124.<br \/>\n<a href=\"#_ftnref5\" name=\"_ftn5\">[5]<\/a> TICH\u00c1, I. \u2013 HRON, J., 2003. <em>Strategick\u00e9 \u0159\u00edzen\u00ed. <\/em>Praha : CREDIT, 2003. 240 s. ISBN 80-213-0922-9. S. 43.<br \/>\n<a href=\"#_ftnref6\" name=\"_ftn6\">[6]<\/a> SL\u00c1VIK, \u0160., 2005. <em>Strategick\u00fd mana\u017ement. <\/em>Bratislava : SPRINT, 2005. 403 s. ISBN 80-89085-49-0. S. 138.<br \/>\n<a href=\"#_ftnref7\" name=\"_ftn7\">[7]<\/a> JOHNSON, G. \u2013 SCHOLES, K., 2000. <em>Cesty k \u00faspe\u0161n\u00e9mu podniku. <\/em>Praha : Computer Press, 2000. 126 s. ISBN 80-7226-220-3. S. 113.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Konkuren\u010dn\u00e1 v\u00fdhoda Konkuren\u010dn\u00e1 v\u00fdhoda vznik\u00e1 z hodnoty, ktor\u00fa je podnik schopn\u00fd vytvori\u0165 pre svojich z\u00e1kazn\u00edkov. M\u00f4\u017ee ma\u0165 podobu ni\u017e\u0161\u00edch cien za rovnocenn\u00e9 produkty ako konkurencia, &hellip; <\/p>\n","protected":false},"author":17,"featured_media":25039,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[62,553],"tags":[],"class_list":["post-9963","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-manazment","category-vzdelavam-sa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Konkuren\u010dn\u00e1 v\u00fdhoda a jej zdroje<\/title>\n<meta name=\"description\" content=\"Zdroje konkuren\u010dnej v\u00fdhody. Tvorba hodnoty. Anal\u00fdza konkuren\u010dnej v\u00fdhody. Identifik\u00e1cia strategick\u00fdch skup\u00edn. 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