Strategic opportunities and strategies of a family enterprise Makoter d. o. o.

V delu diplomskega seminarja, katerega smo razdelili na teoretični in empirični del, smo preučili pomen planiranja razvoja podjetja. Pomembno je, da si podjetje jasno določi vizijo in politiko, kateri morata vključevati poslanstvo, smotre in temeljne cilje. Vse to podjetju pomaga pri učinkovitem planiranju strategij in si prizadeva za nadaljnji razvoj in uspeh podjetja. Prav tako smo se seznanili s procesom planiranja razvoja podjetja na ravni strateškega managementa, kjer smo preučili strateške potenciale podjetja. S preučitvijo literature domačih in tujih avtorjev, smo v teoretičnem delu diplomskega seminarja spoznali značilnosti družinskega podjetja in posebnosti strateškega planiranja, nato pa v empiričnem delu vsa ta teoretična spoznanja aplicirali na konkreten primer podjetja Makoter d. o. o. Temeljni namen diplomskega seminarja je preučiti okoljske možnosti podjetja ter z opredelitvijo in izborom ustrezne strategije podjetju pomagati do novih poslovnih možnosti in rezultatov. Tako je bila potrebna izvedba SWOT analize, s pomočjo katere smo najprej določili prednosti in slabosti obravnavanega podjetja ter priložnosti, ki bi jih podjetje lahko izkoristilo in nevarnosti, ki pretijo podjetju v prihodnosti. Prav tako smo preučili vrednote ključnih udeležencev podjetja ter s pomočjo opredelitve štirih temeljnih strateških področij oblikovali razvojne možnosti in predlagali nadaljnje strategije podjetja. S pomočjo izbrane literature in proučitvijo omenjenega podjetja smo dosegli zastavljen cilj, to je podjetju poiskati in predstaviti področja strateških možnosti, določiti najprimernejše strategije in jim tako pomagati pri nadaljnjem razvoju in uspešnem poslovanju v prihodnosti.The present thesis studies an importance of development planning in companies and consists of two main partstheoretical and empirical part. Some of the most critical elements that each company should have are clear vision and mission including company policy, goals and strategy. All that supports efficient and successful planning of a policy and aims to meet future development and success. Moreover, we got familiar with the development planning process on strategic level where also strategic potentials of a company were analysed. The literature overview of Slovenian and foreign authors is presented in theoretical part where we mainly focused on characterises of family business and features of family business development planning. In following empirical part, we applied theoretical discoveries to company Makoter d. o. o. The main purpose of the present thesis is to analyse environmental options of a company and help it to obtain new business opportunities and improve performance by developing proper strategy. With this in mind, the SWOT analysis was performed. Firstly, strengths and weaknesses of the analysed company were determined and secondly, possible future opportunities and threats from environment were identified. Furthermore, we studied important values of major stakeholders. Based on the interpretation of four basic areas of strategic management for analysed company we identified development opportunities and proposed future strategies. The goal of the present thesis is to identify and present possible strategic solution for the analysed company, which was achieved with the help of the theoretical overview and comprehensive analysis of the company. The proposed strategy could help the company with forthcoming development and to improve future performance. Key words: family business, strategy, strategy options, company policy, company structure, environmental options of a company, strategy business areas, analysis of stakeholders’ values, strengths, weaknesses, opportunities and threats