Uporaba metode AHP pri vstopu na nova tržišča v podjetju Engrotuš d.d.

delo diplomskega seminarja

Rok Klemenc (Avtor), Vesna Čančer (Mentor)

Povzetek

Podjetja se vsakodnevno soočajo z odločitvenimi problemi. Postavljena so pred različne možnosti. V vprašanju kam investirati, je potrebno pregledati, analizirati vse prednosti in slabosti, ki so nam pomembni. Poudariti je potrebno, da so zelo pomembni stroški, saj predstavljajo velik del odhodkov podjetja. Le ta pa strmijo k čim manjšim stroškom. Vsekakor pa se moramo ozreti tudi na ugodnosti in tveganja, ki jih prinašajo novi trgi. Pri investiciji na nov trg, je zmeraj potrebno gledati dolgoročno in ne kratkoročno, kajti investicija se nam bo povrnila le z dobrim in iznajdljivim poslovanjem. Podjetje Engrotuš d.d. ima sedež v Celju in se ukvarja z maloprodajo prehrambenih in tudi drugih izdelkov. Ker trg v Sloveniji počasi postaja nasičen, se je potrebno ozirati po novih trgih. Kot primer smo v našem delu diplomskega seminarja izbirali države bivše Jugoslavije, in sicer Hrvaško, Bosno in Hercegovino ter Srbijo. Na podlagi konkretnih podatkov smo izvedli analizo ključnih dejavnikov za odločitev pri izbiri novega tržišča. Po drobnogled smo vzeli kriterij stroški, vanj smo zajeli stroške zaposlenih, stroške logistike in davek na dobiček. Kot drugi dejavnik smo izbrali tveganja. Sem spadajo gibanje valutnega tečaja, inflacija, ter gospodarska rast. In kot zadnji dejavnik so ugodnosti, sem smo prišteli produktivnost delovne sile, delovne pogoje in turizem. Raziskavo smo izvedli z računalniškim programom Expert Choice, ki temelji na metodi analitičnega hierarhičnega procesa (AHP). Prišlo smo do zaključka, da je najprimernejša izbira za podjetje Engrotuš d.d. trg v Srbiji. Ugotovili smo tudi, da je z vidika stabilnega valutnega tečaja Bosna in Hercegovina najbolj primerna za investicije, medtem ko je Hrvaška logistično najcenejša.

Ključne besede

večkriterialno odločanje;poslovne odločitve;stroški;tveganje;tržna analiza;alternative;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2011
Izvor:	Maribor
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[R. Klemenc]
UDK:	519.85:339
COBISS:	10874652
Št. ogledov:	1855
Št. prenosov:	181
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Using the AHP method in entering new markets in the company Engotuš d.d.
Sekundarni povzetek:	Companies are faced daily with the decision problems. The question where to invest to is important. The companies must consider all the advantages and disadvantages of the investment. It should be noted that the costs are very important because they are a large part of business expenditure and business companies want to minimize costs. However, we must also look at the benefits and risks of new markets. In the case of investment in the new market there is always necessary to look long term, because the investment will be returned only through good and inventive business management. The company Engrotuš d.d. is headquartered in Celje and deals with retail food and other products. Since the market in Slovenia is slowly becoming saturated, it is necessary to look at new markets. As an example in our graduate seminar we have selected former Yugoslavian countries: Croatia, Bosnia and Herzegovina and Serbia. On the basis of specific data, we performed an analysis of key factors to decide which market is the best for the company. For the decision making we took the criteria of »costs«, which included staff costs, logistical costs and tax on profits. For the second criterion, we selected »risk«. This includes the currency exchange rate fluctuation, inflation and economic growth. The last criteria are »benefits«. These include labor productivity, working conditions and tourism. The research was done with the computer program Expert Choice, which is based on the method of analytical hierarchy process (AHP). The preferred choice for the company Engrotuš d.d. is the market in Serbia. We also came to a conclusion that Bosnia and Herzegovina is the most suitable for investment in terms of stable foreign exchange rate, while Croatia is logistically cheaper.
Sekundarne ključne besede:	multicriteria decision-making;AHP;costs;alternatives;criterion;market;Engrotuš d.d.;Expert Choice;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Delo diplomskega seminarja/zaključno seminarsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	41 str.
Ključne besede (UDK):	mathematics;natural sciences;naravoslovne vede;matematika;mathematics;matematika;operational research (or): mathematical theories and methods;operacijsko raziskovanje;mathematical programming;social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;trade;commerce;international economic relations;world economy;trgovina;tržišče;marketing;
ID:	988852