Zhodnocení obchodní strategie strojírenského podniku

Abstract

The main goal of this master´s thesis was to evaluate the business strategy of an engineering company. Following analyzes were used as a basis for the proposal and recommendation processing to determine the business strategy : financial analysis of the company, Porter's five competitive forces framework, analysis of marketing elements, questionnaire survey, SWOT analysis of the external and internal environment of the company. Based on the results of the analyzes, recommendations were proposed that can contribute to improve the financial management of the company by creating reserves, adjusting payment terms in business relationships, introducing a control of the financial situation through modern accounting software or created forms of financial indicators. The implementation of product innovation was also proposed, including a proposal to secure financing through grant programs from EU funds and a proposal to hire a marketing manager in the company.