Návrh strategie pro malý podnik obchodující s osobními automobily

Abstract

The thesis deals with the strategy proposal for a passenger cars company. It is focused on determination of company strategy based on analysis of business environment and company analysis. Initial part defines important terms in the company strategy area and describes methods for the company strategy setup. The next part characterizes company dealing with motorcar advertising web and trading with imported cars from Germany. There is applied theoretical knowledge in the third part. However, this part is focused on practical area. There were utilized PESTLE analysis, Porter's model of competitive environment, analysis of business resources, financial and SWOT analysis. The fourth part incorporates synthesis and recommendation of proper company strategy. The interpretation of the results gathered based on information connected with analysis of the strategy occurred in the last part of the thesis.