Diverzifikacija poslovanja kot strategija rasti in razvoja msp - Mlinarič, Urška (U. Mlinarič, 2017)
Diplomski projekt obsega teoretični in praktični del. V teoretičnem delu smo najprej opredelili mala in srednja velika podjetja ter predstavili poslovanje le-teh v Sloveniji. Opredelili smo tudi, kaj je življenjski cikel podjetja, največji poudarek pa smo namenili strategijam rasti in razvoja. Našteli smo dejavnike podjetniške rasti, kasneje pa opisali vrste strategij. Izbrali smo diverzificirano rast podjetja kot eno izmed temeljnih strategij rasti. Najprej smo po različnih avtorjih poiskali različne definicije diverzifikacije ter opredelili priložnosti in nevarnosti izbrane strategije rasti. Na koncu smo opisali še vrste in načine doseganja rasti s strategijo diverzifikacije. Teoretični del smo podkrepili s praktičnim primerom podjetja Hemptouch, d. o. o. Za to podjetje smo se odločili zato, ker smo tudi sami njihovi odjemalci. Podjetje se namreč ukvarja s posebnim segmentom izdelkov, in sicer s kremami in kapljicami za različne težave s kožo. Veljajo za 100-odstotno veganske izdelke. Vsebujejo pretežno hidrolat konoplje in konopljine kanabinoide, poleg tega pa še ostale sestavine, kot so bergamotka, nageljnove žbice, muškatna kadulja, šentjanževka, damaščanska vrtnica, geranija, kajenska paprika, propolis, koencim Q10, limona, hialuronska kislina in druge. Izdelke prodajajo prek svoje spletne strani in v trgovinah Biotopic in Kalček. Ne dolgo nazaj pa so začeli prodajati svoje izdelke tudi v trgovini Hofer, a le določene kreme. V praktičnem delu smo najprej predstavili izbrano podjetje Hemptouch, d. o. o., in ugotovili, da je podjetje še zelo mlado, saj je bilo ustanovljeno na začetku leta 2014. Ko smo se poglobili v rast in razvoj podjetja, smo ugotovili, da so dokaj hitro začeli razmišljati o diverzifikaciji. Za strategijo diverzifikacije so se v podjetju odločili, ko so spoznali, da na generičen način podjetje ne more več rasti. Na diverzificiran način so rastli tako, da so z obstoječimi proizvodi stopili na tuji trg. Podjetju je uspelo pravi čas na pravem mestu udejanjiti idejo o izdelkih iz industrijske konoplje. Do tega so prišli, ker so na eni strani imeli znanje o konoplji, na drugi strani pa znanje o zeliščarstvu in naravnih zdravilnih učinkih zelišč. Tako je prišlo do ideje o konopljini kozmetiki. V Sloveniji imajo kar nekaj konkurence, saj obstajajo podjetja, ki imajo recimo konopljine kapljice, nimajo pa razvite celotne linije izdelkov, kot jo ima podjetje Hemptouch, d. o. o. Veliko več konkurence imajo na tujih trgih, saj so tam ljudje veliko bolj ozaveščeni o zdravilnih učinkih industrijske konoplje kot pri nas. Odjemalci so tudi pripravljeni več plačati, zato je tudi tam prodaja večja. The thesis comprises of the theoretical and practical part. The theoretical part discusses small and medium-sized enterprises and their operation in Slovenia. We also determined the life cycle of a company and focused on the strategies for growth and development. We also described growth factors of companies as well as the types of strategies. The business diversification was chosen as one of the most fundamental strategies of growth. First we searched for different definitions of diversification from different authors and identified the opportunities and threats regarding the chosen growth strategy. In the end, we described the types and manners to achieve growth using diversification strategy. The theoretical part also includes a practical example of Hemptouch d.o.o. This company, which focuses on a specific product segment, i.e. creams and drops for treating different skin problems, was chosen because we are their customers. Their products are 100% vegan, meaning they are appropriate for everyone. They also contain mainly hemp flower hydrolate and hemp cannabinoids. The remaining ingredients are: bergamot, clove, clary sage, St John’s wort, Damask rose, geranium, cayenne pepper, propolis, coenzyme Q10, lemon, hyaluronic acid, etc. Their products are sold on their website and in two shops – Biotopic and Kalček, and not long ago, they also started retailing certain creams at Hofer. In the practical part, we first presented the chosen company Hemptouch d.o.o. and found out that the company is relatively young as it was established in early 2014. However, as we analysed the company’s growth and development, we realised they started thinking about diversification fairly quickly. The company decided to follow the diversification strategy after realising that generic development would stop the company from growing. They developed in a diversified way by entering a foreign market with their existing products. The company therefore managed to put into action an idea about producing industrial hemp products at the right time. They came to the decision as they had a good knowledge of hemp on the one hand, and of herbalism and natural therapeutic properties of herbs on the other. This is how the idea about hemp cosmetics came up. The company has some competition in Slovenia as there are many companies retailing hemp drops, but these companies fail to offer the whole line of products, as it is the case in Hemptouch d.o.o. However, there is a higher level of competition in foreign markets as people abroad are much more aware of therapeutic properties of hemp. As the customers are willing to pay more for these products, the sales abroad are higher.