Dynamism of the company by launching a new product: Use of the scenario method

Glavno vodilo dinamičnih podjetij je razvoj. Sposobnost, ki jih imajo takšna podjetja, je da pridobivajo konkurenčne prednosti na trgu in se na ta način intenzivno razvijajo. Inovacije so izrednega pomena za delovanje podjetja, ker predstavljajo sledenje trženjskim vidikom in upoštevajo razumevanje in potrebe kupcev. V magistrski nalogi obravnavani vidik uvedbe ekološko pridelane hrane v gastronomsko ponudbo proučevanega podjetja bi lahko pripomogel k doseganju ciljnega stanja dinamičnosti podjetja. Na splošno to pomeni, da mora podjetje pravočasno reagirati na vse spremembe v okolju in jih izkoristiti za svoj obstoj in razvoj. Uvajanju novega izdelka pa je potrebno pristopiti sistematsko in na več ravneh v podjetju. V magistrski nalogi smo tako obravnavali procesno in inštrumentalno razsežnost planiranja bodočega razvoja podjetja. Opredelili smo različne metode in pristope za oblikovanje prihodnjih stanj podjetja ob uvedbi novega izdelka. Kot najboljšo možnost smo izbrali metodo scenarija, ker se ne ukvarja s preteklostjo in preteklimi rezultati, temveč daje oceno možnosti prihodnjega stanja. Metoda scenarija je uporabna predvsem, ko so strateška predvidevanja za prihodnost podjetja pomembna za poslovanje podjetja in njegovih udeležencev. Odgovori, ki jih dobimo na osnovi analize ključnih udeležencev procesa podjetja so tako samo ocene prihodnosti in nikakor ne njeno izrecno napovedovanje. Tako v teoretičnem delu magistrske naloge ugotavljamo razvojne priložnosti podjetja na področju uvedbe ekološko pridelane hrane. Na osnovi relevantne literature smo podrobneje predstavili razsežnosti planiranja razvoja v MER modelu integralnega managamenta. Opredelili smo možne metode scenarija za oblikovanje prihodnosti podjetja in definirali elemente dinamičnosti podjetja. V aplikativnem delu magistrske naloge smo na primeru dejanskega podjetja proučili možnosti za uvedbo novega izdelka v gastronomsko ponudbo obravnavanega podjetja. Ker gre v proučevanem primeru za uvedbo novega izdelka, ki nima ključnega strateškega vpliva na poslovanje podjetja ampak gre predvsem za element dinamizacije podjetja se temeljna strategija podjetja ne spremeni. Lahko pa uvedba menija s ekološko pridelano hrano podjetju prinese bistveno prednost pred konkurenčnimi ponudniki na trgu gastronomske ponudbe. S tem pa se skozi raziskovalno nalogo potrdijo tudi zastavljeni hipotezi, ki sta povezani z uvedbo novega izdelka.The guiding principle of dynamic companies is development. The ability of such companies is to gain a competitive advantage in the market and to develop intensely. Innovations is vital for the functioning of enterprises, thereby providing a tracking marketing aspects and take into account the understanding and needs of customers. In this thesis the introduction of aspect of organic food in the studied gastronomy businesses could help to achieve the target position of the dynamic company. In general, this means that the company must promptly react to any changes in its environment and exploit them for its existence and development. Introducing a new product should be approached systematically and at multiple levels within the company. In the thesis we discussed both, the procedural and the instrumental dimension of planning the future development of the company. We identified a variety of methods and approaches for designing the future business position of the company (based on the introduction of a new product). As the best option we choose the method of scenario, because it is not dealing with the past and the performance in the past, but provides estimates of potential future position. Scenario method is especially useful when the strategic outlook on the future of the company is important for the whole company and its participants. The answers we got, based on analysis of key business process participants are thus only estimates of the future and it does not explicitly predict this future position. In the theoretical part of master\u27s thesis, we are researching the business development opportunities for the company in the field of introduction of organic food into the programme. On the basis of relevant literature we presented dimensions of planned development in the MER planning model of integrated management. We identified possible methods of designing the future scenario of business and described the elements of dynamic companies. In applicative part of a thesis we investigated the case of actual business opportunities for new product launch in the gastronomic offer of the company. As in our case we describe the introduction of a new product which has no vital strategic impact on the company, but is primarily the element of dynamisation of company business, the basic strategy does not change. But alternatively, the introduction of the menu with the organic food, can bring the company a significant advantage over competitors in the market gastronomy. Through the research work we finally confirmed the two hypotheses from the beginning of the document and which are associated with the introduction of a new product