Strategie podniku a možnosti jeho rozvoje

Abstract

The thesis deals with the business strategy of the company Semperflex A. H. (hereinafter "SAH") and its possible further development. The aim of the thesis is to describe SAH strategy and, by using the related methods, also to define the potential of the selected market segment. The introductory part defines the default notions of the thesis as the strategy, the potential, the market segmentation, and the GM-trend. The following section describes the SAH strategy which is based on the principles of the Semperit AG Holding Group. In the practical part of the thesis there was the market segmentation done with a focus on the potential based on the individual product applications. This was followed by the SWOT analysis in order to identify the particular strengths, weaknesses, opportunities and threats valid for SAH. Additionally the method GM-trend was applied in order to find out the opportunities for SAH further development. The conclusions from the earlier mentioned analysis let to the focus on the bus manufacturers segment and its annual output. Following this approach, the survey of the selected market with a focus on the output was conducted. The last part is dedicated to the analysis of the overall potential in cash and quantity units. The defined recommendations for the implementation were presented to SAH respecting the Semperit AG Holding Group rules and principles.