DIVERZIFICIRANA RAST NA PRIMERU PODJETJA ASS TUNING & AVTOSERVIS ZLATKO SENEKOVIČ S.P.

Senekovič, Niko

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Title:	DIVERZIFICIRANA RAST NA PRIMERU PODJETJA ASS TUNING & AVTOSERVIS ZLATKO SENEKOVIČ S.P.
Authors:	ID Senekovič, Niko (Author) ID Širec, Karin (Mentor) More about this mentor...
Files:	UNI_Senekovic_Niko_2011.pdf (873,13 KB) MD5: 4B7C3E6ECD7423F4D95FA4BDDD8C6E88 PID: 20.500.12556/dkum/f3d3e6a4-1c29-4fb8-a387-46aec4c8b6ef
Language:	Slovenian
Work type:	Final seminar paper
Organization:	EPF - Faculty of Business and Economics
Abstract:	Vedno več podjetnikov se odloča za rast podjetja, ki pomeni takšno spreminjanje velikosti podjetja in s tem razpoložljivih proizvodnih zmogljivosti, ki vodijo do maksimiranja dobička. Za uspešno rast je pomembno izredno natančno načrtovanje poslovanja, sposobnost prilagajanja na spremembe ter motivacija podjetnika. Zraven maksimiranja dobička so vzroki, da se podjetnik odloči za rast podjetja, tudi želja po povečanju obsega prihodkov, povečanje prodane količine izdelkov oziroma storitev, družbeni pritisk, stroški ipd. V svoji rasti gre podjetje skozi različne faze rasti. Podjetnik mora vedeti kaj je potrebno v posamezni fazi izpopolnjevati in usklajevati, saj mu to omogoča bolj učinkovito vodenje rastočega podjetja. V osnovnem faznem modelu rasti si sledijo; faza rojstva, faza preživetja, faza rasti in faza zatona. V podjetju je prav tako potrebno določiti strategijo rasti, kadar želi podjetje na trg pripeljati nov izdelek ali storitev ali pa želi izpolniti uporabno vrednost že obstoječe ponudbe. Obstaja veliko različnih strategij, dve osnovni pa sta generična rast ter diverzifikacija. V diplomskem seminarju smo se osredotočili na diverzifikacijo, ki pomeni dodajanje novih vrst proizvodov k poslovnemu programu, ki se bistveno razlikujejo od dosedanjih, sodijo v druge skupine dejavnosti in zadovoljujejo drugačne potrebe. Podjetje k diverzifikaciji vodijo različni razlogi. Ti so predvsem nezmožnost generične rasti, odprava konkurenčnih slabosti, zapolnitev kapacitet izven sezone, kontrola velikosti in fleksibilnosti. Obstaja tudi nekaj pasti oziroma nevarnosti diverzifikacije, zato je dobro, da podjetje upošteva nekaj načel oziroma pravil za večjo uspešnost diverzifikacije. Diverzifikacijo, kot izbrano strategijo rasti smo predstavili na podjetju ASS tuning & Avtoservis Zlatko Senekovič s.p., kjer smo predstavili načrt izvajanja diverzifikacije, analizo okolja ter SWOT analizo diverzifikacije.
Keywords:	rast podjetja, fazni model rasti, strategije rasti, generična rast, diverzifikacija
Place of publishing:	Maribor
Publisher:	[N. Senekovič]
Year of publishing:	2011
PID:	20.500.12556/DKUM-19343
UDC:	005.4
COBISS.SI-ID:	10819868
NUK URN:	URN:SI:UM:DK:CQVCIPKR
Publication date in DKUM:	09.11.2011
Views:	3757
Downloads:	567
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	DIVERSIFIED GROWTH: THE CASE OF ASS TUNING & AVTOSERVIS ZLATKO SENEKOVIČ S.P.
Abstract:	Number of entrepreneurs, who decide to grow their business, is increasing. Reason for that is maximizing profits through changing the size of a company and production capabilities. Companies must plan their business precisely in order to grow successfully. They need to be capable of adjustment to changes on the market. Motivation of the entrepreneur is also an important matter. Other reasons for business growth are increasing incomes, increasing quantity of sold products, social pressure, decreasing costs and other. Company goes through stages of growth. The entrepreneur must know the most important thing to improve and coordinate in a certain stage. That knowledge makes him capable of successfully manage a growing business. In the basic life stage model of a company, the stages are birth, survival, growth, declination. In a growing company it is important to define a growth strategy. Strategies are based whether on introducing new products to new markets or increasing sales of existing products on existing markets. The main strategies are diversification and generic growth. But there are many different strategies between both of them. We focused on diversification. That means adding new, different products to existing program. Different reasons can lead a company to diversify their business. Some of them are not being capable of further generic growth, eliminating existing competitive weaknesses, using the resources during the off-season, controlling size and flexibility of a company. Diversification includes some threats and can be risky, too. Therefore, the company must follow basic rules of diversification in order to be successful. We introduced diversified growth in the case of company ASS Tuning & Avtoservis Zlatko Senekovič s.p.. We introduced a plan of diversification, analyzed business environment and made a SWOT analysis of the diversification.
Keywords:	business growth, growth stages, generic growth, diversified growth, diversification

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