Analýza vnějšího a vnitřního prostředí společnosti Trojek, a. s.

Abstract

I analyze Trojek Corporation in my dissertation. Principal corporation business is processing of steel scrap and non-ferrous metals. I concern with microenviroment and macroenvironment this company. Thesis has theoretical and practical part. The theoretical part informs about marketing strategy, marketing study and business portfolio analysis methods. This section is based on the literature cited. Practical part applies mentioned theory into the practice. By using SWOT analysis I evaluate strengths and weaknesses, opportunities and threats of the company. Positional mapping shows processed information. Sources for my work were company websites, internal company documents, annual reports 2011 and personal meetings with the company director Ing. Michal Trojek, MBA.