diplomsko delo
Kris Stermecki (Author), Karin Širec (Mentor)

Abstract

Veliko je podjetij, ki se z obstoječim obsegom bodisi proizvodnje in/ali prodaje izdelkov in/ali storitev zadovoljijo in s tem stagnirajo; ne rastejo. Na drugi strani je nekaj podjetij, ki s povečevanjem obsega obstoječih proizvodov in/ali storitev generično rastejo. Malo je podjetij, ki se odločajo za diverzificirano rast, še manj pa je takih, ki jim tovrstna rast tudi uspe. Diverzifikacija je izredno tvegana, vendar ob ustreznem načrtovanju lahko tudi zelo dobičkonosna. Podjetje sili na nove trge, da z novimi proizvodi in/ali storitvami osvoji nov krog odjemalcev. Takšen proces je viden tudi v načrtu razvoja Športnega društva Lokrovec, ki z ukrepi diverzificirane rasti čaka obetavna prihodnost. Osrednja tema diplomskega dela je svetovno poznan in priznan šport tenis, ki se je v Sloveniji dodobra uveljavil ob koncu osemdesetih in na začetku devetdesetih letih prejšnjega stoletja. Po dobrih desetih letih so v našem prostoru njegovo popularnost in renome kraljevega športa nadomestili golf in drugi podobni športi. Danes v svetovnem merilu velja za enega izmed najbolje plačanih športov, prav tako se njegova popularnost na stara pota dviguje tudi v Sloveniji. Namen raziskave je Športnemu društvu Lokrovec pripraviti kombinacijo strategij generične in diverzificirane rasti s poudarkom na slednji. S tem bo klub zaživel na novi, višji ravni in na dolgi rok postal prava teniška akademija. S teoretično podlago v raziskavi združujemo in smiselno povezujemo ekonomska fenomena družinsko podjetništvo in rast podjetja s poudarkom na diverzifikaciji. Na podlagi analize obstoječega stanja kluba in razmer na trgu prednosti prednjačijo pred slabostmi kot tudi priložnosti pred pastmi. Ukrepi, povezani z obstoječo storitvijo, bodo vplivali na znižanje stroškov in povečanje učinkovitosti, ukrepi diverzificirane rasti pa bodo pomenili nove odjemalce in nove vire prihodkov.

Keywords

podjetništvo;rast podjetja;strateški management;diverzifikacija;prihodek;šport;

Data

Language: Slovenian
Year of publishing:
Source: Celje
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [K. Stermecki]
UDC: 005.412
COBISS: 11434524 Link will open in a new window
Views: 1804
Downloads: 157
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Other data

Secondary language: English
Secondary title: Diversified growth in Sports Club Lokrovec
Secondary abstract: Many companies would, after having reached a certain amount of production or sales, find this level sufficient and would therefore eventually stop growing. On the other hand there are companies, which grow generically by increasing the range of their products / services. However few companies would decide to adopt diversification as a growth strategy while even fewer (companies) would succeed in doing so. Diversification is a very risky strategy; however with the right planning it can be quite profitable. It forces a company to expand to new markets and to search for a new customer range by providing new products and services. This process can be observed in Športno društvo Lokrovec, which by introducing measures towards growth by using diversification has a bright future in store. The main subject of this thesis is tennis; a sport well-known throughout the world, which has been fully recognised in Slovenia in the late eighties and early nineties of the previous century. After ten successful years of tennis, Slovenia has been over flown by sports like golf and sailing. Nowadays tennis is amongst the world’s most paid sports; its popularity is again reaching the limits in Slovenia as well. The point of this research is to provide ŠDL with the correct combination of both generic and diversification growth strategies with emphasis on the latter. By implementing new approaches the club will reinvent itself on a new – higher level and in the future become a proper tennis academy. The theoretical groundwork focuses on two economical terms; entrepreneurship and growth strategies with emphasis on the diversification strategy. Based on current club status and market conditions there are more strength then weaknesses/the strengths outweigh the weaknesses and there are far more opportunities than traps. Measures connected to the primary activity will result in lowering of costs; measures connected to diversification will bring a new wave of customers and means of income.
Secondary keywords: entrepreneurship;growth;growth strategies;diversification;income;tennis;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 80 str.
Keywords (UDC): science and knowledge;organization;computer science;information;documentation;librarianship;institutions;publications;znanost in znanje;organizacije;informacije;dokumentacija;bibliotekarstvo;institucije;publikacije;prolegomena;fundamentals of knowledge and culture;propaedeutics;prolegomena;splošne osnove znanosti in kulture;management;menedžment;processes in management;procesi pri menedžmentu;
ID: 79460