delo diplomskega projekta
Janja Benkovič (Author), Barbara Bradač Hojnik (Mentor)

Abstract

Rast in povečanje poslovanja je cilj velike večine podjetij, saj lehko preko le-te povečajo svoje kapacitete in posledično učvrstijo svojo moč in prisotnost na trgu. Podjetja in organizacije rastejo na na različne načine in preko različnih strategij, katere izberejo glede na svoje individualne potrebe in situacijo. Tako smo v začetku diplomskega projekta teoretično opredelili motive za rast podjetij in organizacij, kakor tudi različne načine in oblike, kako lahko le-to uresničujejo. Na podlagi zbrane teorije smo analizirali organizacijo Zavarovalnica Sava d.d., katera se ukvarja z dejavnostjo zavarovanja, pozavarovanja in pokojninskih skladov (razen socialne varnosti). Omenjena organizacija je bila ustanovljena 14.10.2015, ko je njen novi lastnik, in sicer družba Sava RE d.d. podal iniciativo po združitvi družb Zavarovalnice Maribor d.d., Zavarovalnice Tilia d.d. in dveh hrvaških zavarovalnic: Velebit životno osiguranje in Velebit osiguranje. Z združitvijo omenjenih zavarovalnih družb je tako nastala nova družba, imenovana Zavarovalnica Sava d.d., ki je bila vpisana v sodni register leta 2016 in še isto leto pričela poslovati. V diplomskem projektu smo analizirali vpliv izbrane strategije rasti te družbe na njeno nadaljne poslovanje in kako je le-ta vplivala na njene izbrane finančne kazalnike. Za lažjo interpretacijo smo opravili konkurenčno analizo omenjene družbe, kjer smo prej omenjene finančne kazalnike primerjali s podobnimi kazalniki treh konkurenčnih družb v določenem časovnem obdobju (s poudarkom na obdobju 2015 in 2016, saj je bila takrat sprememba poslovanja zaradi združitve najbolj razvidna). Na podlagi omenjene analize smo dobili zelo vidno primerjavo med konkurenčnimi družbami izbrane družbe, kakor tudi nihanja vrednosti izbranih finančnih kazalnikov pred in po uveljavitvi združitve kot strategije rasti. Poleg konkurenčne smo opravili tudi tržno analizo, s pomočjo katere smo lahko determinirali tržni položaj družbe Zavarovalnica Sava d.d. na slovenskem trgu. Le-tega smo natančneje opredelili na občino in regijo, kakor tudi glede na ožjo in širšo dejavnost, v kateri posluje.Ugotovili smo, da je po združitvi omenjena družba postala ena izmed največjih družb v svoji dejavnosti, kakor tudi na slovenskem trgu. Slednje lahko utemeljimo s podatki o primerjavi izbranih kazalnikov povprečne delujoče družbe v vsaki kategoriji tržne analize (občine, regije, ožje in širše dejavnosti). Iz prej omenjenih analiz smo ugotovili, da je omenjena družba uspela učinkovito razširiti svoje poslovanje in povečati svoj tržni delež na slovenskem trgu. Kljub temu pa se srečuje z nekaterimi negativnimi stranskimi učinki združitve, in sicer povečanje števila zaposlenih in posledično manjše dodane vrednosti na zaposlenega (v primerjavi s svojimi konkurenti). Slednja kazalnika je skozi nadaljna leta poslovanja skušala stabilizirati in povečati, predvsem preko racionalizacije zaposlenih in povečevanja učinkovitosti in ponudbe svojih storitev.

Keywords

rast podjetja;življenjski cikel;združitve podjetij;konkurenčna analiza;tržna analiza;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [J. Benkovič]
UDC: 005.412:368
COBISS: 13480988 Link will open in a new window
Views: 761
Downloads: 72
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Other data

Secondary language: English
Secondary title: Analysis of the growth strategy by merger in the case of an insurance company
Secondary abstract: The growth and expansion of business is the goal of the vast majority of companies, as they increase their capacities through them and consequently strengthen their power and presence in the market. Companies and organizations grow in different ways and through different strategies, which they choose according to their individual needs and situation. Thus, at the beginning of the diploma project we theoretically defined the motives for the growth of companies and organizations, as well as the different ways and forms for their implementation. On the basis of the collected theory, we analysed the organization Zavarovalnica Sava d.d., which deals with insurance, reinsurance and pension funds (except social security). The mentioned organization was founded on 14 October 2015, when its new owner, namely the company Sava RE d.d., initiated the merging of Zavarovalnica Maribor d.d., Zavarovalnica Tilia d.d. and two Croatian insurers: Velebit Life Insurance and Velebit Insurance. The consolidation of these insurance companies resulted in the creation of a new company called Zavarovalnica Sava d.d., which was entered into the court register in 2016 and started operating the very same year. In the diploma project, we analysed the impact of the company's chosen growth strategy on its further business and how it affected its selected financial indicators. For easier interpretation, we conducted a competitive analysis of the mentioned company, where the aforementioned financial indicators were compared with the three competitors in a certain period of time (with the emphasis on the years 2015 and 2016, since the change in business was then the most evident due to the merger). On the basis of this analysis, we acquired a visible comparison between the competing companies of the chosen company, as well as the fluctuation of the value of certain financial indicators before and after the merger became effective as a growth strategy. Besides the competition analysis, we also conducted a market analysis, which enabled us to determine the market position of Zavarovalnica Sava d.d. on the Slovenian market. We defined this more precisely to the municipality and the region, as well as to the narrower and broader activity in which it operates. We found that after the merger, the company became one of the largest companies in its activity, as well as on the Slovenian market. The latter can be proven with data on the comparison of selected indicators with their average operating company in each category of market analysis (municipalities, regions, narrower and broader activities). Through before mentioned analysis, we realized that the company succeeded in effectively expanding its operations and increasing its market share in the Slovenian market. However, it faces certain negative sides of the merger, namely an increase in the number of employees and consequently a lower added value per employee (compared to its competitors). They have tried to stabilize and increase the latter indicators over the years, primarily through the rationalization of employees and increasing the efficiency and supply of their services.
Secondary keywords: enterprise growth;enterprise life cycle;strategy and growth forms;case analysis;competitive analysis;market analysis;
Type (COBISS): Diploma project paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 54 str.
ID: 11160183