BUSINESS ENVIRONMENT ANALYSIS: THE CASE OF THE COMPANY FARMTECH

V delu diplomskega seminarja sem analiziral poslovno okolje podjetja Farmtech d.o.o., ki se ukvarja z proizvodnjo traktorskih prikolic in trosilnikov hlevskega gnoja. Podjetje prodaje svoje proizvode pod blagovnima znamkama Tehnostroj in Farmtech. Proizvodnja pa poteka v podjetju samem in v sestrskem podjetjem Komptech, ki se ukvarja z proizvodnjo okoljske tehnike. Podjetje je prisotno na več kot šestnajstih državah sveta, njeni največji trgi pa so Nemčija, Avstrija, Švica, Hrvaška in Srbija. Na mednarodnem trgu je prisotna velika konkurenca, ki vpliva na ceno in velikost povpraševanja. Trenutna situacija v gospodarstvu je botrovala k zmanjšanju povpraševanja po kmetijski opreme, vendar je kljub negativnim vplivom gospodarstva podjetje doseglo pozitivne rezultate in skupaj z družbo Komptech ustvarilo 15,4 milijonov evrov čistih prihodkov od prodaje. V podjetju se dobro zavedajo svojih prednosti in slabosti, ki prihajajo iz notranjega in zunanjega okolja. Zato imajo v podjetju zelo dobro oblikovano strategijo doseganja ciljev, ki temelji na dobri analizi poslovnega okolja. Skupaj z zaposlenimi v podjetju si želijo povečati svoje konkurenčne prednosti in odpraviti pomanjkljivosti zastarele tehnologije, ter problemom pomanjkanja prostora. To bodo dosegli z izgradnjo novih proizvodnih kapacitet, s povečanjem produktivnosti. Z vlaganjem v novo tehnologijo in stalnim izobraževanjem in usposabljanjem zaposlenih v podjetju bodo te cilje tudi dosegli. Pri tem pa ne smemo pozabiti na zadovoljstvo in potrebe kupcev.My bachelor thesis is an analysis of the Farmtech d.o.o. company’s business environment. Farmtech d.o.o. manufactures tractor trailers and manure spreaders. The mentioned company sells its products under the brand names Farmtech and Tehnostroj. The production takes place in-house and in the sister company Komptech, manufacturing environmental technology. The company is present in more than sixteen countries worldwide, with its largest markets being Germany, Austria, Switzerland, Croatia and Serbia. High competition, being the main characteristic of the international marketplace, affects the pricing and the demand of the products. As a result of the current state in the economy, the demand for agricultural equipment fell, but despite the negative economic impact, the company achieved positive results. Jointly with the company Komptech, Farmtech d.o.o. generated 15.4 million Euros of net sales. The company is well aware of its advantages and disadvantages that originate from the internal and external business environmenttherefore they devised a thorough goal-achieving strategy, based on a detailed analysis of the business environment. Collectively with its employees, the company is aiming on the one side to increase competitive advantage and on the other side to overcome the disadvantages caused by obsolete technology and the disadvantages due to lack of space. This will be achieved by building new production capacities and by increasing their productivity. The company will accomplish its objectives with investing in new technologies and into further education and training of the employees. With all this on mind, the company must also consider the satisfaction and the needs of the costumers