Načrtovanje rasti v podjetju Pečjak, d. o. o.

diplomsko delo

Igor Radosavljević (Author), Matjaž Gantar (Mentor)

Abstract

V diplomskem delu predstavljam pekarsko podjetje Pečjak, d. o. o., ki je bilo ustanovljeno pred 40 leti, ko je iz male obrtniške proizvodnje keksov zraslo v eno večjih pekarskih podjetij v Sloveniji. Cilj poslovnega načrta, ki je podrobneje opisan v diplomskem delu, je predvsem temeljil na povečanju realizacije na tujih trgih. Program, ki ga bodo tržili v tujini, vsebuje vse zamrznjene izdelke, ki omogočajo hitro pripravo preprostega obroka. Podjetje bo na že obstoječih trgih skušalo povečati tržni delež s starimi in tudi kasnejšimi novimi produkti. Če bo primarni načrt izpolnjen, se bo podjetje osredotočalo tudi na nove, dodatne trge. Zamrznjeni izdelki so zelo prodajani na tujih trgih, zato si podjetje želi povečati izvoz na že obstoječe tuje trge. Podjetje prodira na tuje trge že 20 let in je pri tem zelo uspešno. Najbolj so razviti na avstrijskem trgu, sledi hrvaški trg, kjer so največji izvozniki zamrznjenega izdelka, t. i. bureka, na Balkanu. Prav tako so svojo dejavnost razvili v Švici, Nemčiji, Rusiji, na Madžarskem, Slovaškem in Poljskem. Zahodni trg jim predstavlja veliko težavo zaradi visokih zagonskih stroškov in zelo močne konkurence. Pozitivna stran tega trga je, da so ljudje dobro obveščeni o globoko zamrznjenem programu in ga na veliko kupujejo. Poglavitni razlog za to je hiter življenjski slog, ki jim ne dovoli priprave domačih obrokov. Drugačna situacija je na vzhodnem trgu, saj so za razliko od zahodnega slabo seznanjeni s temi produkti. Veliko družin se še vedno zateka h kuhanju domače hrane in kupovanju svežih izdelkov. Prav tako so izdelki iz globoko zamrznjenega programa bistveno dražji kot sveži izdelki. Podjetje zagotavlja, da so njihovi izdelki zelo kakovostni in narejeni iz naravnih sestavin. Vsak njihov zamrznjen obrok se lahko primerja z domačo pripravljeno jedjo. Kupcev tega programa bo iz leta v leto več, ker vse več družin ni veščih v kuhanju ali nimajo dovolj prostega časa. V Sloveniji imajo trenutno na trgu vodilni tržni delež pri prodaji globoko zamrznjenega programa. V Sloveniji ustvarijo 23.500.000 € prihodkov, v tujini pa 2.000.000 €. Prizadevajo si, da bi lahko v naslednjih petih letih prihodke v tujini povečali na 6.000.000 €, kar bi v podjetju predstavljalo 20-odstotno realizacijo.

Keywords

načrtovanje rasti;strategija rasti;analiza trga;analiza SWOT;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	GEA College - FP - GEA College of Entrepreneurship
Publisher:	[I. Radosavljević]
UDC:	005(043.3)
COBISS:	513588610
Views:	3063
Downloads:	198
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary abstract:	In my thesis I describe the Pečjak d. o. o. baking company which was founded 40 years ago as a small patisserie that has grown into one of the largest bakeries in Slovenia. The aim of the busness plan, detailed in this thesis will mainly be to increase the turnover on foreign markets. The program, which will be marketed abroad, contains all frozen products enabling fast preparation of a simple meal. The company will trying to increase its market share on exsisting markets with old as well as new products. If the primary plan is completed, the company will also focus on penetraiting new markets. Frozen products are very popular on foreign markets, which is why the company wants to increase its exports to existing foreign markets where it has been successfully present for 20 years. Frozen products are very popular in Austria, followed by Croatia the largest importer of »burek« in the Balkans. The company is also active in Switzerland, Germany, Hungary, Slovakia, Poland and Russia. The western market is very problematic due to high start-up costs and very strong competition. However, the positive side of this market is that people are well informed about the deep frozen range and buy it regulary. The main reason for this lies in the hectic lifestyle that prevents them from preparing meals at home. The eastern market is different from the western market in that people are much less familiar with such products. Many families still opt for cooking local food and buying fresh products. In additon, deep-frozen products are significantly more expensive than fresh products. The company ensures that its products are of high quality and made from natural ingredients. Each of its frozen meals can be compared to homemade meals. The number of customers buying products in this range will grow every year because less and less families will have the skills to cook or enogh free time. The company currently has a leading market share in the sale of deep-frozen products in Slovenia, generating € 23.5 million of revenues in additon to € 2 million raised abroad. The company is striving to increase its revenues in the next 5 years to € 6 million, which would represent 20 % of its turnover.
Secondary keywords:	export;deep-frozen program;bakery;realization;foreign market;Pečjak bakery;
Type (COBISS):	Bachelor thesis/paper
Study programme:	0000801
Thesis comment:	GEA College, Fak. za podjetništvo
Pages:	42 str.
ID:	10911882