| Abstract: | The thesis presents a proposal for the development strategy of the Swimming Association of Slovenia based on methods of strategic management. Since the organization currently lacks a clearly defined development strategy, based on strategic analysis, we have determined that the most suitable strategy for it is a differentiation strategy, which relies on its market position offering high-quality services and unique programs, distinguishing it from competitors. We conducted a detailed review of numerous organizational subsystems and, through assessing its position, identified its main strengths, weaknesses, opportunities, and threats. Among the numerous findings, it is worth mentioning the opportunity to improve in the financial area, specifically towards increasing the organization's own revenues and better control over expenditure. The acquired results of the analysis and position assessment, combined with forecasts of environmental development, formed the basis for shaping a proposal for a medium-term development strategy. In this strategy, we identified four main pillars of organizational development, to which we assigned 12 strategic objectives and 49 measures. These measures will assist the association and its members in effectively utilizing and managing resources, bringing benefits, and ensuring activities to protect the interests of all stakeholders. |
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