Analýza podnikatelského okolí a odvětví z pohledu vybraného podniku

Abstract

The aim of the bachelor thesis is to analyze the business environment and the industry from the perspective of a selected company engaged in the production of food products. Especially the identification of threats and opportunities that come from its surroundings is essential, as well as identifying the strengths and weaknesses of the company. The theoretical part includes the basic definition of information necessary to understand all the methods used in the strategic management of the company. It is mainly a description of methods needed for external environment analysis. The financial analysis and its individual indicators are described in more detail to evaluate the internal environment. The practical part contains the PESTLE analysis to analyze the external environment and also the Porter's five forces model, which serves to identify opportunities and threats arising from the external environment of the company. The results of the financial analysis are used for internal evaluation and also for comparison of the company with competitors in the branch. All obtained data from individual partial analysis are subsequently summarized by SWOT analysis. In the framework of the SWOT strategies, there are some recommendations for the company within the SO strategy, especially the use of the company's strengths through opportunities.