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Farmacevtska industrija velja za uspešno ter zaradi prisotnosti multinacionalk za vplivno panogo, ki vpliva na državne vlade in izraža svojo moč vpliva na zunanje dejavnike okolja. Kljub velikosti in moči podjetij je farmacevtski trg dojemljiv na spremembe globalnega okolja. Spremembe, ki se odvijajo v zunanjem okolju podjetja, vplivajo na organizacijo in delovanje podjetja. Boljše je poznavanje zunanjih dejavnikov, ki imajo vpliv, hitreje in bolje se lahko podjetje nanje odzove ter ohrani uspešno poslovanje ali izkoristi nove priložnosti na trgu. V teoretičnem delu diplomskega seminarja so opredeljena teoretična izhodišča poslovnega okolja ter PEST in PESTEL analize, ki so eno od orodij za analiziranje dejavnikov zunanjega okolja. Natančno so opisane vrste okolja in njihovi elementi, ki vplivajo na podjetje. S pomočjo PESTEL analize smo analizirali dejavnike zunanjega poslovnega okolja podjetja Krka, d. d. Analizirani so tisti dejavniki zunanjega okolja, ki imajo pomemben vpliv na poslovanje podjetja. Z izvedbo PESTEL analize smo ugotovili, da predstavljajo za podjetje naraščajočo nevarnost naslednji dejavniki: stabilnost vlade, kupna moč prebivalstva in brezposelnost. Padajočo nevarnost predstavljajo dejavniki vladne politike za spodbujanje gospodarstva, reforma zdravstva, zahteve delničarjev, gospodarska rast, obseg proizvodnje oz. dodana vrednost, stopnja tveganja revščine, razpoložljivi dohodek gospodinjstev, zakonodaja v Sloveniji kot tudi v EU. Naraščajoče priložnosti v okviru analiziranih socialnih dejavnikov predstavljajo starostna meja in vzorci vedenja potrošnikov ter spremembe zakonodaje kot eden izmed političnih dejavnikov. Absolutno prednost in priložnost podjetja pa predstavljajo okoljski in tehnološki dejavniki: vlaganja v raziskave in razvoj, integriran sistem kakovosti, razvoj izdelkov, intelektualna lastnina, ekološki predpisi, zelene tehnologije in trajnostni razvoj. Farmacevtsko podjetje Krka, d. d., uspešno obvladuje zunanje dejavnike okolja, kar bo konkurenčna prednost tudi v prihodnje. The pharmaceutical industry is regarded as being successful as well as, because of the presence of multinational corporations, an influential industry that has an influence in the government and expresses it’s influential power on external environmental factors. Despite the size and power of pharmaceutical companies, the pharmaceutical market is still sensitive to changes in the global environment. Changes taking place in the company’s external environment have an adverse effect on the company’s organization and operation. The better the company’s knowledge of external factors, which affect it, the faster and better the company can respond to them as well as maintain a successful business or exploit new opportunities on the market. The theoretical part of the thesis defines the theoretical foundations of the business environment as well as the PEST and PESTEL analysis, which are one of the tools for analysing the factors of the external environment. It also accurately describes the types of environments, and their elements, which have an effect on the company. With the help of the PESTEL analysis, we analysed the factors of the external business environment of the company: Krka d.d.. Analysed are the environment’s external factors that have an important influence on the business of the company. With the implementation of PESTEL analysis, we found that the stability of the government, the buying power of the consumers and unemployment pose a rising risk to the company. The decreasing risk factors are represented by the government policy to stimulate the economy, health reforms, shareholder’s requirements, economic growth, range of output, also known as, added value, level of poverty risk, the disposable income of households and the legislation in Slovenia and in the EU. Growing opportunities presented within the frame of analysed social factors are the age limit and consumer behavioural patterns as well as changes in legislation as one of political factors. The absolute advantage and opportunity of the company are represented by environmental and technological factors: investment in research and development, an integrated quality system, product development, intellectual property, ecological requirements, “green” technologies and sustainable development. The pharmaceutical company Krka d.d. successfully manages the external environmental factors, which is a competitive advantage also in the future.

V diplomskem seminarju je obravnavano podjetje Ljubljanske mlekarne d.d.. Analizirani so tako zunanji, kot notranji dejavniki, ki imajo ključen pomen in vpliv na samo poslovanje podjetja. Vse predhodne podrobne analize so bile potrebne za dobro narejeno celovito analizo, saj je ta analiza ključnega pomena, ker je temelj za strateška izhodišča. Delo diplomskega seminarja je sestavljeno iz dveh delov. Najprej so opredeljena teoretična izhodišča, v nadaljevanju pa analiza poslovnega okolja izbranega podjetja. Nazadnje smo zapisali strateške cilje, h katerim bi se lahko podjetje usmerilo v bodoče in si tako izboljšalo svoje poslovanje. This diploma seminar is dealing with the Ljubljanske mlekarne d.d. enterprise. External and internal factors, that have key meaning and influence on the economic operation of the enterprise, have been analysed. All preliminary detailed analyses were necessary in order to get a good complete analysis, which has a key impact and foundations for the strategic origins. Diploma seminar consists of two parts. In the first place there are the definitions of theoretical starting-points, followed by the complete analysis of the business environment of the chosen enterprise. In the end we set the strategic goals which the enerprise could follow in the future in order to improve the economic operation.

S tem delom diplomskega seminarja smo skušali ugotoviti ali je bila marketinška povezava družbe Si.mobil v skupino Vodafone uspešna ali ne. V ta namen smo uporabili preizkušene metode za analizo notranjega in zunanjega okolja podjetja. Za uspešno izdelavo dela diplomskega seminarja smo si postavili nekaj izhodiščnih tez. T1 Širše zunanje okolja podjetja omogoča uspešno poslovanje podjetja Si.mobil v prihodnje. POTRJENA T2 Konkurenčni položaj podjetja Si.mobil se je v zadnjih sedmih letih izboljšal. POTRJENA T3 Deležniki podjetja Si.mobil imajo relativno veliko moč in interes za njegovo poslovanje. POTRJENA T4 Povezava podjetja Si.mobil d.d. v skupino Vodafone je bila z vidika poslovanja in sinergijskih učinkov uspešna. POTRJENA In this part of the diploma assignment we tried to determine whether the marketing alignment of the Si.mobil company and the Vodafone group was successful or not. To this purpose we used tested methods for external and internal company environment analysis. For the success of this assignment we have set a few starting theses. T1 Broader external company environment allows the Si Mobil company to be successful in future business. CONFIRMED T2 The competitive position of Si Mobil improved over the last seven years. CONFIRMED T3 Si Mobil stockholders have relatively a lot of power and interest in its business. CONFIRMED T4 The marketing alignment of Si Mobil d.d. and the Vodafone group was a business success. CONFIRMED