Strategická analýza pro vybranou společnost s ručením omezeným

Abstract

The aim of this thesis is to perform a strategic analysis for a selected limited liability company, which deals in security technology. The theoretical section elucidates terms such as strategy, strategic management, vision, mission, goals, etc. The actual analysis of the company takes place in the practical section. It utilizes methods of external analysis, specifically the PESTLE analysis for the macro analysis and the Porter’s five forces model for a micro analysis of the company. The internal analysis includes an evaluation of the existing strategies and company resources, a value chain analysis and a financial analysis. In order to get a relevant evaluation of the results, the financial situation is analyzed not only for the selected company, but also for one competitor. Finally, a SWOT analysis is used to reveal the strengths, weaknesses, opportunities and threats. All of the above performed analyses are summarized. The conclusion includes a forecast of the business environment through an optimistic, pessimistic and realistic scenario and a proposal of three main strategies for the selected company.