Proučitev poslovnega okolja kot podlaga za pridobivanje poslovnih možnosti in dinamizacijo podjetja

Prosen, Lena

| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

First page > Show document

Show document

Title:	Proučitev poslovnega okolja kot podlaga za pridobivanje poslovnih možnosti in dinamizacijo podjetja
Authors:	ID Prosen, Lena (Author) ID Belak, Jernej (Mentor) More about this mentor...
Files:	MAG_Prosen_Lena_2026.pdf (1,86 MB) MD5: 945E8674F8FD6B8E5B0479E7C682C287
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Magistrsko delo obravnava proučitev poslovnega okolja podjetja Kozmetika Afrodita d.o.o. kot podlago za prepoznavanje novih poslovnih možnosti in nadaljnjo dinamizacijo podjetja. Izhodišče dela je spoznanje, da podjetja v sodobnem poslovnem okolju ne morejo dolgoročno uspešno poslovati zgolj na podlagi obstoječih izdelkov, trgov in poslovnih modelov, temveč morajo spremembe v okolju pravočasno zaznavati ter jih povezovati s svojimi notranjimi zmožnostmi. To je še posebej pomembno za podjetja z dolgo tradicijo, saj lahko ta ob prevelikem zanašanju na pretekle uspehe postopoma izgubijo razvojno dinamiko. V delu je obravnavano podjetje Kozmetika Afrodita d.o.o., ki je eno izmed najbolj prepoznavnih slovenskih kozmetičnih podjetij z dolgoletno tradicijo, lastnim razvojem, močno blagovno znamko in prisotnostjo na domačem ter tujih trgih. Ugotovitve kažejo, da podjetje izkazuje predvsem značilnosti rastočega podjetja, saj nadaljuje z razvojem novih izdelkov, vlaganji v tehnologijo, širitvijo prodajnih trgov, inovacijami in prilagajanjem sodobnim trendom v kozmetični panogi. Zunanje okolje podjetju ponuja več razvojnih priložnosti kot nevarnosti, pri čemer izstopajo rast naravne in trajnostne kozmetike, tehnološki razvoj, pametna proizvodnja, digitalizacija in trajnostna usmerjenost potrošnikov. Hkrati se podjetje sooča tudi z močno konkurenco, hitro spreminjajočimi se trendi, regulativnimi zahtevami in drugimi zunanjimi tveganji. Notranje okolje podjetja predstavlja pomembno osnovo za nadaljnji razvoj. Med ključnimi prednostmi izstopajo kakovost izdelkov, lasten razvoj in inovacije, strokoven kader, zaupanje kupcev ter trajnostna naravnanost. Celovita presoja podjetja in okolja kaže na ugoden strateški položaj podjetja, saj skupna tehtana ocena SFAS znaša 4,35. Podjetje prav tako izkazuje večino značilnosti dinamičnega podjetja, najmočneje pa je izraženo pridobivanje privlačnih poslovnih možnosti. Za prihodnji razvoj je pomembno, da podjetje še naprej krepi svoje obstoječe prednosti, nadgrajuje digitalno poslovanje, postopno vključuje umetno inteligenco, izboljšuje trajnostne rešitve in ohranja sposobnost hitrega odzivanja na spremembe v okolju. Sklepne ugotovitve kažejo, da ima Kozmetika Afrodita d.o.o. dobro izhodišče za nadaljnjo rast in ohranjanje razvojne dinamičnosti.
Keywords:	poslovno okolje, dinamično podjetje, poslovne možnosti, Kozmetika Afrodita d.o.o., življenjski cikel podjetja.
Place of publishing:	Maribor
Publisher:	L. Prosen]
Year of publishing:	2026
PID:	20.500.12556/DKUM-99443
UDC:	005.2/.5
COBISS.SI-ID:	291414275
Publication date in DKUM:	17.09.2026
Views:	92
Downloads:	9
Metadata:
Categories:	EPF
:	Copy citation

Average score:	(0 votes)
Your score:	Voting is allowed only for logged in users.
Share:

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	17.08.2026

Secondary language

Language:	English
Title:	Analysis of the business environment as a basis for identifying business opportunities and company dynamisation
Abstract:	The master’s thesis examines the business environment of Kozmetika Afrodita d.o.o. as a basis for identifying new business opportunities and further company dynamisation. The thesis is based on the understanding that companies operating in today’s business environment cannot ensure long-term success solely by relying on existing products, markets and business models. Instead, they must continuously monitor changes in the environment and connect them with their internal capabilities. This is particularly important for companies with a long tradition, as excessive reliance on past success may gradually reduce their development dynamics. The thesis focuses on Kozmetika Afrodita d.o.o., one of the well-known Slovenian cosmetics companies with a long-standing tradition, its own research and development, a strong brand and presence in both domestic and foreign markets. The findings show that the company mainly displays the characteristics of a growing company, as it continues to develop new products, invest in technology, expand its markets, innovate and adapt to modern trends in the cosmetics industry. The external environment offers the company more development opportunities than threats. The most important opportunities are the growth of natural and sustainable cosmetics, technological development, smart production, digitalisation and the increasing sustainability orientation of consumers. At the same time, the company also faces strong competition, rapidly changing trends, regulatory requirements and other external risks. The internal environment of the company represents an important foundation for further development. The key strengths include product quality, in-house research and development, innovation, professional staff, customer trust and sustainability orientation. The overall assessment of the company and its environment indicates a favourable strategic position, as the total weighted SFAS score amounts to 4.35. The company also demonstrates most of the characteristics of a dynamic company, with the acquisition of attractive business opportunities being the most strongly expressed feature. For future development, it is important for the company to further strengthen its existing advantages, upgrade its digital operations, gradually integrate artificial intelligence, improve sustainable solutions and maintain the ability to respond quickly to changes in the environment. The final findings show that Kozmetika Afrodita d.o.o. has a solid basis for further growth and for maintaining its development dynamics.
Keywords:	business environment, dynamic company, business opportunities, Kozmetika Afrodita d.o.o., company life cycle.

Comments

Leave comment

You must log in to leave a comment.

Comments (0)

0 - 0 / 0

There are no comments!

Back