Posouzení strategické pozice vybrané společnosti

Abstract

The aim of this bachelor's thesis was to identify the competitive position of MARLENKA International s.r.o. in the honey cake market and, based on the collected data, to define potential opportunities and threats. The analytical part of the thesis is divided into an analysis of the external and internal environment of the company. The external environment was examined using a PEST analysis, Porter’s Five Forces analysis, and an impact matrix. The internal environment was assessed through a financial analysis. The thesis also includes a questionnaire survey, which contributed to a deeper understanding of how the brand is perceived by consumers. The results of the analyses confirmed the company's strong market position. Based on the findings, the main opportunity identified is the expansion of the product portfolio to include a less sweet variant and a variant with a higher protein content. In terms of identified threats, it is recommended to focus on optimizing the pricing strategy and strengthening marketing activities.