ANALYSIS OF THE BUSINESS ENVIRONMENT WITH EMPHASIS ON THE ANALYSIS OF COMPETITION IN THE CASE OF A COMPANY NOVEM CAR INTERIOR DESIGN D.O.O.

V diplomskem seminarju smo analizirali poslovno okolje podjetja Novem Car d.o.o. iz Žalca, ki izdeluje okrasne elemente za notranji interier za nemške luksuzne avtomobilske znamke. Naš namen je bil raziskati predvsem, kakšno je zunanje okolje podjetja in kakšna je konkurenca podjetja Novem Car Žalec. Za uspešno poslovanje podjetja je ključnega pomena, da analizira okolje, v katerem deluje. V samo analizo smo vključili tudi matično podjetje Novem Car iz Nemčije. V prvem delu diplomskega seminarja je bila predstavljena teoretična podlaga zunanjega poslovnega okolja. Pri tem smo opisali PEST analizo, s katero analiziramo dejavnike v državi, v kateri podjetja poslujejo, in Porterjev model petih silnic, s katerim analiziramo konkurenco podjetja. V naslednjem poglavju smo izpostavili Nemčijo kot največji evropski avtomobilski trg. Pri tem smo analizirali prodajo različnih avtomobilskih znamk in prišli do ugotovitve, da se najbolje prodajajo ravno luksuzne avtomobilske znamke, kar omogoča podjetju Novem Car Žalec posel še v prihodnje. V drugem- praktičnem delu smo s pomočjo zgoraj naštetih metod analizirali poslovno okolje podjetja Novem Car Žalec in Novem Car Nemčija. S pomočjo PEST analize smo analizirali dejavnike v Nemčiji in Sloveniji ter kakšne vplive imajo na poslovanje podjetja. Pri tem smo prišli do ugotovitve, da je Nemčija prijaznejše okolje za poslovanje podjetij kot Slovenija. Med analizo konkurence smo ugotovili, da je podjetje Novem Car svetovni ponudnik v izdelovanju okrasnih elementov ter da bo z nenehnim investiranjem v novo tehnologijo ostal še naprej vodilni v svoji panogi. Možnost vstopa nove konkurence v to panogo je pravzaprav skoraj nemogoča. V zaključku smo predstavili ugotovitve analize ter strateška vprašanja in cilje, ki jih želi podjetje Novem Car Žalec doseči v prihodnosti.The diploma thesis presents an analysis of the business environment of the company Novem Car d.o.o. from Žalec, which produces interior design elements for German luxury car brands. The main aim was to examine the external environment of the company and explore the company\u27s competition. Making an analysis of the environment in which a company operates is essential for the success of that company. The parent company Novem Car from Germany was also included in the analysis. In the first part of the diploma thesis we dealt with the theoretical foundation of the external business environment. Here we described the PEST analysis, which is used to analyse the influential factors of the country in which a company operates, and Porter\u27s Five Forces Model, which is used to analyse the competition of a company. The next chapter we first dealt with Germany as Europe’s biggest automotive market, and then went on to analyse the sales of different car brands, concluding that the luxury car brands are the ones that sell the most, which means that the company Novem Car Žalec will continue to conduct business in the future. In the second– practical– part we used the above mentioned methods to analyse the business environments of the companies Novem Car Žalec and Novem Car Germany. With the help of the PEST analysis, we were able to analyse the different factors in Germany and Slovenia, and their influences on the companies’ operation. We were able to conclude that Germany is a more hospitable environment for companies than Slovenia. Our analysis of the competition proved the company Novem Car to be the global provider in the production of decorative elements, and showed that it will be able to keep its leading position in the industry if it continues to invest in new technology. It is, actually, almost impossible for new competition to enter this field. In the final part we presented the conclusions of the analysis, together with some strategic questions and the objectives which the company Novem Car Žalec wishes to achieve in the future