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V diplomskem delu je opisan postopek ustanovitve podjetja v Srbiji, ki se bo ukvarjalo s prodajo izdelkov iz samopostrežnih aparatov, kakor tudi strategija in način organizacije tega podjetja. Zakonske omejitve in ustanovitveni postopek so samo formalnosti pri ustanovitvi novega podjetja. Odgovore na najbolj pomembna vprašanja moramo imeti že pred začetkom ustanovitve in delovanjem podjetja. Da bi iz ideje ustvarili poslovno priložnost je nujno podrobno analizirati trg, kot tudi možnosti in kapacitete podjetja ter izdelati ustrezne načrte na podlagi rezultatov, nato izbrati ustrezno strategijo in optimalno organizirati delovanje podjetja. Vsako podjetje ima svoj življenjski cikel, torej fazo rojstva, razvoja, zrelosti in odmiranja. Vprašanje je samo, kako hitra in intenzivna bo faza razvoja, ali bo podjetje polno izkoriščalo kapacitete v fazi zrelosti in kako dolgo se bo zadržalo v tej fazi pred pričetkom faze odmiranja ali zatona. To kar opredeljuje vloge podjetij v določenih fazah in ločuje uspešne od manj uspešnih, je prav pripravljenost podjetja za delovanje na določenem trgu (izdelava analiz, izbira ustreznih strategij, priprava poslovnega načrta), ter fleksibilnost prilagajanja spremembam. Bachelor thesis describes entire process of starting up a company which deals with self-service machines in Serbia. It also describes its strategies and ways of organization. Law restrictions and start up procedures are just a formality when starting up a company. The answers to the most important questions have to be found before the start up. To develop an idea into a business proposal, you need to research the market, potentials and capacities of the company and according to those prepare doable plans and choose strategies that optimize the development of the company. Each company has its own life cycle: the phase of birth, development, stage of maturity, and the decay. The questions are how to make the phases of birth and development quick and as effective as it gets, also will the company fully exploit the capacities in the stage of maturity and how long will that phase last before the decay. What makes some companies more successful then others is the capability to fully understand the phases and company's role within each of them and to be prepared for all aspects of company's doing (performing analyses, choosing the best strategies, preparation of business planes) as well as being flexible to adjust to various changes.