Strateška vlaganja podjetij v ključne poslovne funkcije: primer podjetja Kozmetika Afrodita d.o.o. : delo diplomskega seminarja

Lovrinčić, Nea (author), Ličen, Mina (mentor)

Diplomska naloga proučuje strateška vlaganja podjetij v ključne poslovne funkcije na primeru Kozmetike Afrodita d.o.o. (v nadaljevanju Kozmetika Afrodita). Namen je bil ugotoviti, katere funkcije podjetje prepoznava kot strateške, kako vanje vlaga ter kakšen vpliv imajo ta vlaganja na poslovno uspešnost. Teoretični okvir zajema sodobne pristope k strateškemu upravljanju, konkurenčne prednosti ter kazalnike uspešnosti in donosnosti investicij. V empiričnem delu je bila izvedena analiza letnih poročil za leti 2022 in 2023, s poudarkom na trženju, raziskavah in razvoju, kadrovski politiki, proizvodnji, digitalizaciji in trajnosti. Rezultati kažejo, da podjetje z usmerjenimi vlaganji dosega rast prihodkov in ohranja dobičkonosnost, kar potrjuje pozitivno povezavo med strateškimi vlaganji in uspehom. Na tej osnovi so oblikovana priporočila za podjetja, ki želijo z vlaganji doseči dolgoročno konkurenčnost.

• Language: Slovenian
• Keywords: strateško upravljanje, vlaganja, poslovne funkcije, Kozmetika Afrodita, razvoj izdelkov, trženje, trajnost, digitalizacija, finančna analiza
• Work type: Final seminar paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FMF - Faculty of Mathematics and Physics
• Year: 2025
• PID: 20.500.12556/RUL-173116
• UDC: 519.8
• COBISS.SI-ID: 249894403
• Publication date in RUL: 13.09.2025

Secondary language

• Language: English
• Title: Strategic investments in key business functions: The case of Kozmetika Afrodita d.o.o.

Abstract

This thesis examines strategic investments in corporate functions through the case of Kozmetika Afrodita d.o.o. It analyses which functions the company considers strategic, how it invests in them, and their impact on performance. The study combines contemporary theories of strategic management, competitive advantage, and key performance indicators with an analysis of annual reports for 2022 and 2023. The findings show that targeted investments in marketing, R&D, HR, production, digitalisation, and sustainability support stable growth and profitability, confirming a positive link between strategic investments and business success. Practical recommendations are provided for companies seeking long-term competitiveness.

• Keywords: strategic management, investments, corporate functions, Kozmetika Afrodita, product development, marketing, sustainability, digitalisation, financial analysis