Návrh obchodní strategie společnosti na trhu sportovního vybavení

Abstract

This diploma thesis is focused on proposal of strategic analysis for Patizon s.r.o. The first part contains the characteristic of company, with the aid of PESTLE analysis and marketing mix. The following section is based on the professional literature and is formed by a description of single steps in creation of business strategy. The third part is engaged in methodology of research in which there were chosen method of questioning. In the fourth part was performed strategic analysis based on secondary and primary data, which was also obtained by questionnaire construction. After that was all informations analyzed by SWOT analysis, which determined the right type of business strategy for company. In the fourth part is proposing the new business strategy, based on marketing mix.