SEEKING STRATEGIC OPPORTUNITIES AND STRATEGIES OF AN ENTERPRISE WITH A FOCUS ON CAPITAL MARKET: THE CASE OF SLOVENIA

V sklopu diplomskega seminarja smo se seznanili s pomenom razvoja podjetja, saj je prav razvoj ključ do bodočega uspešnega poslovanja podjetja, ki je namen ustanoviteljev. Seznanili smo se s prvim izmed treh korakov procesov planiranja na ravni strateškega managementa, in sicer z iskanjem strateških možnosti in strategij. Podjetje glede na želje in cilje opredeli svojo ključno strateško možnost, ki je po večini nadaljnji razvoj. Bodoče strategije opredeli glede na vse značilnosti podjetja in okolja. V ta namen je potrebna čim podrobnejša in realna izvedba SWOT analize, kjer se opredeli prednosti in slabosti podjetja ter njegove priložnosti in nevarnosti. Pomembna je stvarna opredelitev strateških področij, in sicer prodajnih ter nabavnih trgov, trga delovne sile in kapitala. Ob tem pa podjetje določi tudi vse svoje notranje in zunanje poslovne možnosti. Poseben poudarek je bil namenjen trgu kapitala, ki predstavlja enega izmed štirih tipičnih strateških področij podjetja. Proučevali smo slovenski trg kapitala in ugotovili, da se podjetja preko tega trga lahko financirajo z dolgoročnimi sredstvi. Financiranje se izvede preko trga delnic in obveznic. Naš kapitalski trg je slabo likviden, na njem večinoma prevladujejo domača podjetja in ga težko primerjamo s trgi kapitala razvitejših držav. V sklopu empiričnega dela diplomskega seminarja smo iskali strateške možnosti in strategije podjetja Petrol d.d. Skozi zgodovino si podjetje stalno prizadeva za nadaljnji napredek, zato razvoj ostaja njihova ključna strateška možnost. Proučili smo področja delovanja podjetja, njegovo vodenje, opredelili smo prednosti in slabosti, prav tako priložnosti in nevarnosti, seveda glede na posamezna okolja in trge. Proučili smo možnosti na prodajnem, oskrbnem trgu, trgu delovne sile in trgu kapitala, ki spadajo med strateška področja podjetja. Večjo pozornost smo namenili financiranju podjetja preko trga kapitala. Na podlagi vseh opravljenih analiz in proučitev lahko podjetje brez večjih težav določi tako svoje strateške možnosti, kakor tudi strategije, ki bodo zanj najprimernejše.As a part of diploma seminar we were acquainted with the importance of the company\u27s development, because development is a key to success of the company in the future, which is also the purpose of the founders. We have noted the first of three steps of planning processes at the level of strategic management by seeking of strategic opportunities and strategies. The company according to the wishes and goals defines its key strategic opportunity, which is manly chosen further development. The future strategies are defined in terms according to all the characteristics of the business and the environment. For that purpose is required detailed and realistic implementation of SWOT analysis, where can be defined strengths and weaknesses and the opportunities and threats of company. It is important the real definition of strategic areasnamely sales and purchasing markets, labour and capital markets. Meanwhile the company defines all its internal and external business opportunities. Special emphasis was devoted to the capital market, which represents one of the typical four strategic business areas. We studied the Slovenian capital market and found out that the company through this market can be financed with long-term assets. Financing is carried out through the stock market and bonds. Our capital market is badly liquid, mainly dominated by domestic firms and it is hard to compare it with the capital markets of more developed countries. In the empirical part of the thesis we were looking for strategic opportunities and strategies of the company Petrol d.d. Throughout the history, the company constantly striving to make further progress and because of that remains development a key strategic opportunity. We examined the scope of the company, its managementwe have identified the strengths and weaknesses as well as opportunities and threats, of course, depending on the individual environments and markets. We examined the possibility of the sales, purchasing, labour and the capital markets, which are the strategic areas of the company. Greater attention was paid to the company\u27s financing through the capital market. On the basis of all analyzes and the examination can a company be easily determine its strategic opportunities as well as strategies that will be the most convenient for it