Zpracování strategické analýzy v podmínkách konkrétní firmy

Abstract

This diploma thesis deals with strategic analysis. The aim of the thesis is to find out what the current position of the firm is and what are the possibilities of its further development based on a strategic analysis. To achieve the aim, qualitative research was chosen, specifically an interview with the firm's management, analysis of internal materials and of statistical data. From the partial results of individual methods of strategic analysis, the firms's strengths and weaknesses, opportunities and threats were identified, which were included in the SWOT analysis. The conclusions drawn from the results of the SWOT analysis were consequently used to formulate suggestions and recommendations. The main finding was that most of the firm's orders come from regular customers, on which the firm is highly dependent. The primary recommendation is focused on diversification of regular customers. The creation of the job position of sales representative was suggested as a solution to this task. Other recommendations were to use subsidy programs, establish cooperation with a vocational school and introduce ISO certification. At the end, a suggestion was given on how to solve the problem regarding the evidence of tools.