PLANNING THE DEVELOPMENT OF A LARGE MANUFACTURING COMPANY IN CRISIS ECONOMIC CONDITIONS

Podjetja se ustanavljajo v želji, da bi dosegala rezultate, ki si jih ob ustanovitvi zastavijo. Proučevano podjetje je ob ustanovitvi zapisalo, da želi biti eno najuspešnejših podjetij v kovinsko predelovalni industriji. Skoraj 100 let po začetku obratovanja so pred mnogimi konkurenti in trgu ponujajo kakovostne proizvode, svoje poslovanje pa uspešno širijo tudi na druge dejavnosti, kot je turizem. Za tovrsten uspeh je vsekakor zaslužna inovativna naravnanost podjetja, ki je skozi čas nagrajevala zaposlene z inovativnimi predlogi ter z izpopolnjevanjem le-teh prodirala višje med konkurenco. V magistrskem delu smo najprej na podlagi teorije spoznali strateški management, strategije in različne metode. S temi smo v nadaljevanju celovito presodili delovanje podjetja in okolja. Na podlagi ocene okolja in analize notranjih in zunanjih dejavnikov smo izdelali okvirne predloge strategij, ki jim mora podjetje slediti, če želi ostati še naprej uspešno na trgih in korak pred konkurenco. S pomočjo različnih metod smo analizirali prednosti, slabosti, priložnosti in nevarnosti, ki pretijo proučevanemu podjetju. Za konec pa smo napravili celovit program planiranega razvoja podjetja za petletno obdobje. Zaključili bi z mislijo: »Prilagodljivim pripada prihodnost«! Podjetje ima dobro izoblikovano blagovno znamko in je dobro poznano v tujini. Čeprav se še vedno nahaja pod vplivom gospodarske krize, lahko obdrži svoj položaj na trgu s primerno strategijo, če ji bo management podjetja le nazorno sledil ter modro ravnal.Companies are established with the desire to achieve results set up at their launch. The studied company wrote at the time of its establishement that it desired to be one of the most successful companies in the metal processing industry. Almost 100 years after the start of its operation, the company is far ahead of many competitors in the market and offers quality products while successfully expanding into other activities such as tourism. This kind of success is certainly due to the innovative company attitude that has over time rewarded employees with innovative proposals and perfecting them, kept trumping the competition. In this thesis, we first learned - based on theory - about strategic management, strategy and various methods. With these we then comprehensively assessed the company\u27s operations and its surroundings. Based on the surroundings assessments and analyzes of internal and external factors we have produced a general strategy proposal which the company should follow if it wanted to continue remaining successful in the market and ahead of the competition. Using different methods, we analyzed the strengths, weaknesses, opportunities and threats posed to the company in question. Finally, we have constructed a comprehensive five-year program of planned development for the company. In conclusion we would like to leave you with these words: "The future belongs to the flexible"! The company has a well-developed brand and is well-known abroad. Despite it still being under the influence of the economic crisis, it can retain its market position with an appropriate strategy if the company management will merely clearly follow it and act wisely