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Title:ANALIZA RASTI PODJETJA IN MOŽNOSTI ZA NADALJNJO RAST
Authors:Peternelj, Tatjana (Author)
Vadnjal, Mateja (Mentor) More about this co-author... New window
Language:Slovenian
Work type:Undergraduate thesis
Tipology:2.11 - Undergraduate Thesis
Organization:GeaCol - GEA College - Faculty of Entrepreneurship
Abstract:V diplomskem delu sem obravnavala še dokaj mlado mikro podjetje JAVE, d. o. o. Dejavnost podjetja se mi zdi tržno izredno zanimiva. Da je tej v panogi še dovolj prostora, dokazuje tudi hitro rastoča konkurenca. Všeč mi je tudi ideja podjetja, da želi slovenske tradicionalne izdelke ponuditi na nekoliko drugačen oblikovni način. proizvodnje čokolade in raznih izdelkov iz nje – izbrano podjetje ponuja tudi druge izdelke z različnih slovenskih pokrajin. Vsi izdelki so izdelani izključno v Sloveniji, tržijo pa jih pod zaščiteno blagovno znamko »Okusi Slovenije«. Zaradi povečanja naročil, prodajnega asortimana in širjenja podjetja na nove trge je povečan tudi obseg dela, ki je težko obvladljiv. Z namenom povečanja učinkovitosti, večjega zadovoljstva kupcev in ohranjanja konkurenčnega položaja je potrebna reorganizacija dela. Z zaposlitvijo dodatne osebe bi se povečala učinkovitost, kupci bi bili hitreje postreženi, povečal bi se tudi obseg proizvodnje in prodaje. Pred lastnikoma je torej odločitev o organizaciji operative, še pomembnejša pa je izbira poti za nadaljnjo rast. V delu sem na začetku podrobneje analizirala panogo, v njej delujoča in konkurenčna podjetja ter kupce. Naredila sem primerjavo nekaj najpomembnejših konkurentov obravnavanega podjetja, ki sem jih izbrala po lastni izbiri, in prišla do ugotovitve, da se število podjetij, ki se ukvarjajo s to dejavnostjo, vsako leto povečuje. Podjetja s to dejavnostjo večinoma preživijo, v njej ostajajo in povečujejo rast. Posledično je konkurenca vsako leto resnejša in močnejša. S pomočjo SWOT analize sem za obravnavano podjetje predstavila ugotovljene slabosti in nevarnosti, ki prežijo nanj, ter tudi prednosti in priložnosti. S podrobno finančno analizo dosedanjega poslovanja sem prek kazalnikov dokazala, da podjetje uspešno posluje, izračunala dosedanjo rast podjetja in na podlagi tega pripravila finančno projekcijo kot načrt za naslednja tri leta. Na podlagi raziskovanj sem napisala predloge za nadaljnjo rast podjetja, saj lahko s pravilno izbiro strategije rasti tudi malo družinsko podjetje hitro preide v rast. Podjetje lahko z zaposlitvijo dodatnega zaposlenega v visoki sezoni relativno hitro pride do možnosti za nadaljnjo generično rast. Več priložnosti pa vidim predvsem v diverzifikaciji. Podjetju predlagam, da na domačem trgu nadaljuje z vsakoletnim uvajanjem novih izdelkov, na tujem trgu pa prav tako gotovo obstaja veliko odprtih možnosti, ki bi jih bilo treba predhodno preučiti s temeljito opravljeno analizo.
Keywords:mikro podjetje, strategija, izbira poti za nadaljnjo rast, analiza konkurence, diverzifikacija
Year of publishing:2017
Publisher:[M. Blatnik]
Source:Ljubljana
COBISS_ID:513610626 Link is opened in a new window
UDC:005(043.3)
VisID:18037
Views:2361
Downloads:125
Files:.pdf 135$$peternelj-final_ii__diplomsko_delo.pdf (1,92 MB)
 
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Secondary language

Language:English
Title:ANALIZA RASTI PODJETJA IN MOŽNOSTI ZA NADALJNJO RAST
Abstract:The final exam thesis deals with still quite young microenterprise JAVE d.o.o. The company activities seem to me very interesting in terms of the market. Fast growing competition proves that in this branch there is still enough space. I also like the idea of the company that wants to offer traditional Slovenian products in a slightly different way. In addition to its core business - own production of chocolate and various chocolate products – the selected company also offers other products from different Slovenian regions. All products are manufactured exclusively in Slovenia and marketed under the protected trademark »Okusi Slovenije«. (Taste of Slovenia). Due to the increasing number of orders, larger product range and extension of the business to new markets, the workload has increased, which is difficult to control. In order to increase its efficiency, improve customer satisfaction and maintain the competitive position, it is necessary to reorganize the company operation. The recruitment of an additional employee would result in the increase of efficiency, faster serving of customers, increase in the production and sales volumes. Therefore, the owner has to make decision on how to organize the operations, and what is even more important, to choose the ways for further company growth. At the beginning of the thesis, a detailed analysis has been presented regarding the industry branch and the competitor companies operating in it, including the customers. Some of the major competitors of the subject company, according to my own choice, were compared, and I came to the conclusion that the number of companies engaged in this business area is increasing every year. The analysed companies are mostly surviving, remaining in the business and increasing their growth. Consequently, the competition is becoming more serious and stronger every year. Based on the SWOT analysis, I have presented the identified weaknesses and threats lurking the company, as well as its advantages and opportunities. With a detailed financial analysis of the company operations so far, I have proved, based on the obtained indicators, that the company is successfully operating. I have also calculated the current growth of the company and on the basis of the aforementioned, I have designed the financial projection for the next three years. Based on the research, I have designed a plan for further growth of the company, because with the correct choice of growth strategy, even a small family business can quickly turn into a growing company. By recruiting an additional employee in the high season, the company may relatively quickly get the opportunity for further generic growth. I can see major opportunities mainly in diversification. I suggest that the company should continue with the introduction of new products on the domestic market every year. Also, there are certainly a lot of opportunities on foreign markets, which should be previously thoroughly analysed.
Keywords:microenterprise, strategy, choosing the way for further company growth, competition analysis, diversification


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