Oblikovanje strategije rasti podjetja v gradbeni dejavnosti

delo diplomskega projekta

Monika Maroša (Author), Katja Crnogaj (Mentor)

Abstract

Diplomski projekt obravnava oblikovanje strategije rasti podjetja Inotherm, d. o. o., ki deluje v gradbeni dejavnosti. Najprej smo v teoretičnem delu naloge opredelili pojem rasti podjetja po različnih avtorjih, predstavili faze rasti podjetja ter različne načine oziroma strategije za rast podjetja. Ker pri rasti lahko naletimo tudi na ovire, smo v nadaljevanju napisali še nekaj o tem, kar lahko rast podjetja ovira. V aplikativnem delu diplomskega projekta smo predstavili izbrano podjetje Inotherm, d. o. o., ki ima sedež v Dolenji vasi v občini Ribnica. Podjetje je v preteklosti poslovalo na področju proizvodnje stekel, sedaj pa so specializirani za proizvodnjo aluminijastih vhodnih vrat. Podjetje smo izbrali zato, ker smo predvideli, da je uspešno ubralo eno izmed temeljnih strategij rasti, in sicer diverzifikacijo poslovanja. Podjetje se je namreč s področja izdelave visokokakovostnih dekorativnih stekel preusmerilo v področje izdelave aluminijastih vhodnih vrat. Prav tako v nalogi podrobneje proučimo gradbeno dejavnost, saj podjetje Inotherm, d. o. o., posluje v omenjeni panogi, in sicer v panogi stavbnega mizarstva in tesarstva. Zaradi tega smo predstavili gradbeništvo v Sloveniji, njegove značilnosti, predstavili tri največje gradbince po kazalniku letnih prihodkov iz prodaje ter razvoj in izzive panoge v prihodnosti. Na podlagi pridobljenih podatkov iz podatkovnih baz EBONITETE in GVIN smo izdelali konkurenčno in tržno analizo podjetja. Konkurenčno analizo smo izdelali na osnovi triletnega opazovanega obdobja (2013–2015), kjer smo podjetje Inotherm, d. o. o., po petih različnih kazalnikih primerjali s konkurenčnimi podjetji Inles, d. d., Jelovica, d. d., in Lip Bled, d. o. o. Konkurente smo izbrali na osnovi dejavnosti, to je proizvodnje vhodnih vrat. Ugotovili smo, da je podjetje Inotherm, d. o. o., ustrezno oblikovalo strategijo rasti, zaradi katere še danes uspešno posluje in raste. To dokazujejo kazalniki, po katerih smo konkurenčna podjetja medsebojno primerjali. Najbolj je to razvidno iz zbranih podatkov podjetja od leta 1997 do leta 2007, med katerima je podjetje ubralo strategijo diverzifikacije. Podjetje Inotherm, d. o. o. pri tem večino svojih prihodkov ustvari na tujih trgih. To potrjuje tudi izdelana tržna analiza, pri kateri smo ugotovili, da je imelo podjetje v letu 2014 po petih različnih kazalnikih velik tržni delež glede na število vseh registriranih podjetij v občini Ribnica, v jugovzhodnemu delu Slovenije in v panogi stavbnega mizarstva in tesarstva.

Keywords

rast podjetja;strategije;diverzifikacija;poslovanje podjetja;gradbeništvo;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[M. Maroša]
UDC:	005.412:332.834.3
COBISS:	12832796
Views:	1334
Downloads:	329
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Creation of company growth strategy in construction industry
Secondary abstract:	The diploma project addresses the development of a Intotherm’s, d. o. o., growth strategy which is in the construction sector. In the theoretical part, we have defined the concept of business growth according to various authors, presented the stages of business growth and different strategies for business growth. Because there can also be obstacles during the growth process, we have written something about this topic. In the applied part of the diploma project we have presented the company Inotherm, d. o. o., which is headquartered in Dolenja vas in the municipality of Ribnica. In the past, the company has been operating in the field of glass manufacturing, but now they are specialised in manufacturing aluminium entrance doors. We have chosen this company because we anticipated the one of the basic growth strategies was successful namely business diversification. The company has shifted from manufacturing high-quality decorative glass to manufacturing aluminium entrance doors. We have also studied the construction sector since company Inotherm, d. o. o. is operating in the field of carpentry and joinery. Therefore, we have presented the construction industry in Slovenia and its characteristics, three the biggest construction companies according to the annual earnings index of sales, and the development and challenges of this field in the future. Based on the data acquired from databases EBNONITETE and GVIN we made competitor and market analysis of the company. Competetive analysis was carried out on the basis of the threevear observed period (2013-2015), where was company Inotherm. d.o.o. compared with five different indicators to competitive compaties Inles, d.d., Jelovica, d.d., and Lip Bled, d.o.o.. The competitors were chosen based on their work, that is entrance doors manufacturing. We want to show that the company Inotherm, d. o. o. has properly developed growth strategies to which it still successfully conducts business and grows. The proof for that are the indicators according to which we have compared competing companies between each other. This is most evident from the collected company data between years 1997 and 2007, during which the company adopted a diversification strategy. The company Inotherm, d. o. o. generates most of its income on foreign markets. This is based on the market analysis in which we have calculated market shares, we have concluded that the company has in year 2014 at five different indicators high market shares regardless of the number of registered companies in the municipality, in the south-eastern part of Slovenia and in the field of carpentry and joinery.
Secondary keywords:	business growth;growth strategies;diversification;construction sector;
URN:	URN:SI:UM:
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 37 str.
ID:	10850728