Procjena potencijala rasta je posao koji zahtijeva detaljnu razradu niza različitih analiza. U ovom radu se procijenjivao potencijal rasta ugostiteljske tvrtke koja se bavi specifičnom ugostiteljskom djelatnošću. Poduzeće je prošlih godina bilo u stagnaciji te mu je potrebno omogućiti nove opcije rasta i razvoja čime bi se vratilo na lidersku poziciju u svom sektoru poslovanja. Bilo je potrebno identificirati kvalitetu sadašnje izvedbe i procjene potencijala za rast. Nakon toga se krenulo u analizu okruženja alatima redom kako slijedi: PEST analiza, Porterova analiza i SWOT analiza. Provedbom navedenih analiza slijedilo je razrađivanje raspoloživih strategija budućeg rasta i razvoja pomoću TOWS matrice i Ansoffove matrice. Slijedom detaljno provedenih analiza došlo se do odabira najpovoljnije strategije. Diverzifikacija poslovanja je strategija koja nosi najviše rizika sa sobom, ali zaključeno je da tvrtka posjeduje potrebno iskustvo, te čvrstvo vodstvo i kontrolu kojima će se rizik svesti na najmanju moguću razinu. Diverzifikacijom poslovanja u vidu organiziranja vlastitog projekta - glazbenog festivala stvorila bi se konkurentska prednost, ali bi se i ostvarila dugogodišnja želja tvrtke za samostalnim projektom. Izradom rada potvrđeno je kako planiranje rasta nije lagan proces, iziskuje puno vremena i truda, ali širi obzore i otvara nove vidike te može stvoriti novi zanos u poslovanju poduzetnika.

An assessment of growth potential is a task that requires a detailed elaboration of a variety of different analyses. This paper evaluated the growth potential of a catering company that specializes in specific catering activities. The company has been stagnating over the past few years. New growth needs to be generated and development options need to be discovered in order that the company might return to the leading position in its business sector. It was necessary to identify the quality of current performance and the potential for growth. After that, the analysis of the environment was started with three types of analysis which were performed in a particular order: first PEST analysis, then Porter analysis and finally SWOT analysis. The implementation of these analyses was followed by the elaboration of available strategies for future growth and development using TOWS matrices and Ansoff's matrices. After detailed analysis, the best strategy was chosen. Business diversification is a strategy which is characterized by high risk, but it is concluded that the company possesses necessary experience, solid leadership and control that will reduce the risk to the lowest possible level. Diversifying the business, in the form or organizing its own project - a music festival, would lead to competitive advantage, but it would also achieve a long-standing wish of the company for an independent project.